Social video hit the big time this year with record-breaking viral hits and an explosion of parodies. Are fan-created videos here to stay? Here's the inside advice for studios, brands, and agencies.
Social video has become an enormous market, and we all know the value of a video going viral. But should we consider parodies to be a new goal? Imagine fans creating spoof versions of your latest commercial. Or fans filming scenes using the popular Samsung barista. Or fans submitting videos of their drinking Coca-Cola in iconic or unusual locations. With the easy access to smartphones and social networks, sharing is a user habit we haven't fully tapped into yet.
We wanted advice for studios, brands, and agencies, and John Teahan answered the call. He's the VP of marketing for Antelope Entertainment, and he shared with iMedia's Bethany Simpson his tips for getting more value out of social video.
Conversation highlights
0:00 — Making social video organic
0:36 — A great example and a flop
1:00 — "Failures" aren't really failures.
1:14 — Advice for studios
2:39 — Advice for brands
1:55 — Advice for agencies
2:25 — Are fan parodies better than going viral?
3:00 — How to get audiences to parody your product
Run time is 3:47
This interview was filmed at the 2012 Unruly Social Video Film Festival. As part of Social Media Week LA, Unruly screened the most viewed and shared original and branded video content from the past year, along with exclusive sharing data and engagement stats, courtesy of the Unruly Viral Video Chart. The event concluded with a panel moderated by Variety‘s TV Editor Andrew Wallenstein on the evolving impact of social video on entertainment marketing.
John Teahan is the vice president of marketing and promotions at Antelope Entertainment Inc.
