Believe it or not, there are still some marketing briefs that use the phrase "make this video go viral." The fact that some brands believe this is possible is only a reminder that "virality" cannot be planned for. However, marketers can and should follow several best practices when building out branded web series. Take marquee examples like IKEA's "Easy to Assemble," Intel/Toshiba's "The Beauty Inside," Ford's "Escape my Life," Target's "Falling for You," and Lowe's regular home improvement and design videos. Many of these branded web series exemplify some of the industry best practices for making a branded web series, from smart distribution to strategic creative to clear business objectives.
A branded web series is a web show that a brand creates and is woven into, but not a show that a brand simply sponsors. Likewise, a series needs to include more than one video. With these criteria in mind, here are some of the steps that brands can take to ensure they have the greatest chance of success.