No one [yet] has the perfect formula for creating videos which will have mass appeal to online audiences but it’s worth looking at the The 2006 Winners from the YouTube Video Awards to get an idea of what’s popular.
In true UGC style, YouTube posted the nominees and asked the community to rank the winners after 5 days of voting.
While promoting music worked well, OK Go was a stand-out hit of 2006 and probably there are more people awaiting the Sick Puppies album thanks to the Free Hugs Campaign, none of the winning vids were really “selling” anything or had any overt messaging behind them; people just liked them. Which makes it all the more challenging for brands wanting to engage in this flourishing medium.
