Social Surfing

The past few weeks, I have been trying to learn how to surf (no, not the Web... like, the actual sport.)  But I'm really bad at it (like, really bad), so after a few failed attempts I finally did a YouTube search for videos on "how to surf."  Through my search, I came up with this series of viral videos by Florida Surf Lessons.  Not only were the videos very informative, but the series is an example of a company that really understands both it's consumer-base and the power of viral video campaigns.  

If you think about surfing, what age group comes to mind?  Well, aside from the occasional 60-year-old going through a mid-life crisis, the majority of people looking to take surf lessons is likely the younger age group... the group that is most engaged in social media.  So naturally, a viral video campaign would work well for a surf shop.  And the 'how to' format of the videos are great for anyone who is just starting out.  The videos are short, sweet and to the point, and at the beginning of each segment the instructor says his name, company, location and Web address.  Obviously a viral marketing tactic created by the company, but very tactfully used.  

UPDATE:  So I spent the day surfing yesterday in Santa Monica, and I used the advice from these videos - they worked!  I actually caught waves!  I am now an enthusiast :)  

Which Videos Gain Traction on YouTube...

...and which ones tank?

This is a question social markerters ask themselves daily. Or in simpler terms - How can we use YouTube to get the word out about our products? Hold up, back up. How can we get potential customers to watch the videos we create? There we go, that's the bigger question.

I had never really thought that hard about it, until a friend sent me this video (below).



Seems simple, right? Well, in just a few short months, these two "daft bodies" girls became Internet legends. Their YouTube video has received over 4.2 million views, turning these ordinary females into real life celebrities - literally. Since this video premiered, they created a MySpace fan page and have 6,599 friends, have seen numerous copy-cats (Bart Simpson included!), and have even starred in a Weezer music video. YouTube has transformed these average people into stars. (Side note: crazy that social media can have this kind of impact).

But what made this video stick? Personally, I didn't think it was very funny. But it is different. It's outside the box (ha, or inside, depending on how you look at it :)) It's random, and people like random. It's funny, and it's just a little bit out there.

I'm no expert by any means, but I've noticed a few kinds of videos make it on YouTube: The funny, the random, the outrageous, and the occasional 'how to.' If you try to throw overt advertisements into peoples' faces, no one will watch. Embrace originality, and you've got it made. Now only to come up with the idea...