How Do Marketers Even Compete With Miley’s Twerking For Viewers?

How Do Marketers Even Compete With Miley’s Twerking For Viewers?
SHARE
THIS



When you’ve got the likes of a twerking pop-star and a presidential bid by Kanye West dominating the internet, it’s tough for a brand to stand alongside and get people interested in its content.

While there’s a number of things brands can learn from Miley Cyrus, how can brands actually stand out against the myriad of content cluttering up the World Wide Web?

It was a question posed to a panel of industry pros at a content marketing event yesterday, hosted by content marketing company Storyation and content distribution site Outbrain.

Tourism Australia’s global content editor, Andres Lopez-Varela, said it’s about making sure you’re writing what your audience wants, not just what you want.

“Before you even start distributing, it’s important to ask…‘will they find this useful?’” he told the audience.

“The whole idea of what you’re doing is not to be great at content, rather use content to treat a behaviour or create an action.

“You can only do that by creating content that’s useful, actionable and vaguely entertaining and interesting.”

Being a content distribution platform for brands, which has seen the likes of Dentsu Aegis, ESPN, OMD and Time signing up with the business, Outbrain pushes content out to the relevant target audience.

However, head of sales and business solutions, Adam Carroll said the content has to be good.

“There’s so much content out there… that unless it’s really meaningful and unless it’s impactful for your target audience it’s going to be invisible, regardless of how much paid amplification was behind that.”

That being said, many of the viral videos of recent years such as Gangnam Style and the ALS Ice Bucket Challenge were misunderstood as growing from pure organic growth. However, Carroll said they, and videos like it, often have much paid amplification behind them.

The term ‘viral’ is a massively misunderstood concept for marketers, with many still aiming to achieve the success of a viral video. However, the obsession is leading marketers astray.

It’s a bit of an unattainable goal, suggested Carroll.

“Unless you’re a celebrity willing to take your clothes, going viral probably isn’t something that’s going to happen,” he said.

Lead image via Uproxx.

Please login with linkedin to comment

Advertising Standards Bureau Arty Labs bronto software The Salvation Army Victorian State Government

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.