800px-Movie_Trailer_Preview_ScreenI think I speak for everyone when I say I’m a little shocked that trailers aren’t the most frequently shared form of movie content. That comes from a study done by UK advertising firm Unruly Media.

So what is? Funny stuff and music videos.

The study showed the people who watched those other forms of video content (presumably after having it shared with them by a friend) were much more likely to wind up buying a ticket than if they just watched a trailer.

The lesson is remarkably simple and applies to just about all marketing: Don’t be boring. Material that defies expectations is going to not only cut through the clutter more often but also resonate more strongly and create more affinity.

That’s why you see more and more actual marketing and advertising trying to mimic the sort of videos that get passed around from person to person. They want their stuff to be shared and have found a way to do it.

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