Unit introduction

Video is one of the most powerful ways to convey a message in modern society and different types of video are transmitted worldwide.

These range from a documentary or news item that can change minds and encourage people to take action to a movie that will entertain, or a well-made advert that can increase product sales or raise money for a charity.

Job roles which use digital video include camera operators who capture original footage, and editors who use computers to manipulate the original

footage and combine it with other assets such as animations, audio and text.

In this unit you will investigate the range of applications and features of digital video products which have been created for a specific audience and purpose. You will apply some of your findings to your own digital products.

You will be introduced to the technology and techniques professionals use.

You will need to think about the creative aspects of the product, as well as the technical. You will need to record original video assets and combine these with other assets, e.g. audio, as required. You will review your finished product having obtained feedback from others and evaluate possible improvements.

In particular, this unit develops skills from Unit 1: The Online World and the following optional units:, Unit 5: Creating Digital Audio, and Unit 6: Creating Digital Graphics.

In addition, it supports the content of Unit 4: Creating Digital Animation, Unit 8: Mobile Apps Development and Unit 13: Website Development.

VIRAL MARKETING

Viral marketing and viral advertising utilise existing social networks to increase brand or product awareness, spreading through a peer group much as an organic or computer virus does. Like a virus, it spreads from person to person, one individual transmitting it to maybe one, maybe twenty others, with studies indicating that on average a satisfied consumer tells three people about something they like. Viral marketing attempts to capitalise on this instinctive behaviour to rapidly spread a message. The key is that the recipients must want to pass the message on.

A viral campaign usually consists of several components, some passive, others interactive. In addition to viral video, promotions may also include elements such as text messages, podcasts, video clips and sponsored games, music tracks or images.

To be considered effective, a viral campaign needs to fulfil two criteria: firstly, it needs to spread as widely as possible, secondly it needs to be met positively.

One of the earliest illustrations of the power of viral advertising is Microsoft's Hotmail, simply by attaching a short promotional message to emails sent by users the company managed to recruit twelve million subscribers in just eighteen months, and this at a time when internet use was not nearly as widespread as today.

The key to viral advertising therefore lies in successfully targeting smaller numbers of influential individuals who have the status and connections to spread the message. Consequently, one of the great advantages of a viral campaign is that it does not require the same level of investment of capital in media buying as conventional methods.

The difference between viral ads and TV commercials

Viral video has proved to be the most popular viral marketing format, but putting a TV ad on the internet does not constitute a viral campaign. Although there have been some crossover successes, what works on TV often does not translate to the web.

Because people have to actively choose to view and share viral content it demands a different approach. For viral advertising to work it has to be remarkable and contagious. Unlike TV advertising, big companies can not just outbid their competitors to buy audience attention, it can only be captured by providing content people want to see.