As technology changes so does our approach to doing a lot of things. The internet, in particular, has been responsible for quite a lot of things. A good example is the approach to marketing. Initially, face to face conversation was the only way to generate sales. Today, digital marketing is the way to go. Majority of product review websites have contributed significantly to their sales. Mattresses are no different; some manufacturers and retailers have turned to online platforms for marketing. They have a rather competitive market, and therefore, exploit all avenues available for gaining popularity.
Purple mattress brand was fairly new to the market; they had to find a way to penetrate the market and they finally succeeded. They developed videos that weren’t really viral in nature but made the purple mattress brand an online sensation. I have identified five factors that contributed to purple mattress viral videos receiving 500 million views.
1) Have a Target Audience
Who’s your audience? This is an essential factor when it comes to digital marketing. Your video needs to be developed with an audience in mind. For your video to get attention, you need to know who your audience is, and their preferences. Otherwise, you’ll make a video that no one will relate to and therefore won’t go viral.
Purple mattress has gone the extra mile to create adverts that can relate to people who’ll find themselves in need of a new mattress. Examples are newlyweds, those moving, or divorced and so on. These are the people likely to need a new bed and Purple have targeted them in their videos.
2) Understand Your Niche
The topic of mattresses is broad. Talk about getting a new mattress, and you’ll consider your health, comfort, and support among others. Over the years, the environmental and health concerns posed by mattresses have been a hot topic. This means that customers will be concerned about its chemical components. You could explain how you’ve addressed the issue scientifically to your customers and sound boring or do what Purple mattress have done. They took the science and explained it in plain English, which is much better for viewers. Understanding your niche makes it easy to present information in a more fun and relatable manner.
3) “Make” The Video Viral
The aspect of “viral” in viral videos in some cases just doesn’t happen. Yes, some videos will go viral without much effort, while some need a hand to go viral. Any marketer will tell you that without sharing your video or article, it won’t reach the big audience. Therefore, once you’ve finished creating your advertising piece, get down to sharing it. Purple have invested in making the shares happen, although the videos are also just as good.
Some articles and videos aren’t viral in nature, but you sharing them could make the difference.
Our perception of a mattress salesperson is an uptight individual with a tie and quite serious. They almost sound robotic, having memorized each response. Selling a mattress doesn’t have to be a serious affair, it ought to be fun, and that’s precisely what Purple mattress did. They diversified their marketing, going for a more friendly and relatable approach. By the way, selling a mattress is an almost sexy affair, most agents forget that.
5) Relevant and Informative Videos
Your viewers are a busy lot. They have much to read and watch online, don’t waste their precious time. Purple don’t just post any videos. They are usually funny, but on top of that, they are relevant and informative. The videos are generally exciting enough to get ones attention. To run a successful video marketing campaign, ensure that your videos are unique, original, informative and relevant. Take an example of Purple’s Raw Egg Test; it received over 100million views on YouTube; the video was both interesting and informative.
Purple have exploited the use of digital marketing to their advantage. It’s cheaper compared to other marketing avenues. They mastered how to create videos that grab your attention, having received over 500 million views on viral videos. They knew their target audience, understood mattresses and how to make them sell, and finally the basics of how digital marketing works. Those are the factors that made purple mattress viral videos receive 500 million views.