Video content: learning from the amateurs (specifically, Benton)
This probably seems like 'newsjacking'. It might be. I'll try to get to bottom of what makes ‘Benton’ so shareable. (For the record, I know it's actually 'Fenton').
People in the digital industry are obsessed with memes because they spend all their days on the internet.
And it’s obviously clear that the recreation of this level of ‘sharability’ is the holy grail for brands, who find it difficult to convince the customer to suspend their disbelief when being sold to.
Some sources point to a shared piece of content being three times more likely to be viewed than a ‘paid’ piece. Below I attempt a cod analysis of ‘Benton’, to find out what makes him so sharable, along with some famous examples of adverts and video content that apply the same principles.
Know your audience: lessons learnt from the newsjack
Content-driven everything is pretty much the marketing mantra. More than that, it's the rationale for anything we do online (depending on how we define content), and it's a pretty banal observation.
If something isn't content-driven, then what is it? Fluff-driven? Waste-of-time-driven? Tricky-dicky-driven? I'd go as far as to say 'content-driven online marketing' is some sort of mega-tautology.
