Viral this. Viral that. If a million people watch your video but it doesn’t lead to sales, it is not a success. Josh Warner, President/Founder of WOMMA member Feed Company, recently created a great presentation explaining how engagement capital is affected by light branding, heavy branding and calls-to-action. Light branding is 4 times more sharable than heavy branding and 10 times more than calls-to-action. Viewers engage light branding 2 times as much as both heavy branding and calls-to-action. What does this mean for you and your plan to go viral? Know your goals before you roll tape. All three strategies have their benefits, but you will waste your time and money if you start with the wrong one.
Read Josh’s article in AdAge here
View his slidedeck on the subject here
donita 2:40 pm on February 14, 2011 Permalink
I’d say maintaining visual business continuity is another good way to gain engagement capital. It is tricky finding the perfect branding for your company. It’s about taking your time and putting in the hours of research required to find what is comfortable for you.