The Prophet (Profit) of Viral Video
Synopsis, January 2008
By Kevi n Nal t s,w i l l vi deof or f ood. com
The online video market is exploding, wit h an incredible surge of consumer-generat ed videos
being shared and viewed, and dramat ic changes among t he online propert ies like YouTube,
Yahoo Video, AOL Video, Revver and Met acaf e. Online video has surpassed cable t elevision as a
medium and will soon merge wit h t radit ional t elevision viewing in ways we can hardly
ant icipat e.
Online video is the most visceral of all forms of consumer-generated media, and can drive a
brand or bring it to its knees.
Market ers can no longer rely on creat ive advert isement s t hat are t hrust on consumers
"int errupt ion st yle." Advert isement s have t o do more t han hold at t ent ion; t hey must ent ert ain
and engage or die alone. As we consumers t ake cont rol our viewing habit s t hrough online video
and t ime-shift ed viewing (TiVo), t he only videos we'll elect to watch (when we have an opt ion)
are t hose t hat inform or ent ert ain us.
Viral video creat or Kevin Nalt s has shared more t han 550 short videos online t hat have been
viewed more t han 20 million t imes and feat ured on prominent sit es like YouTube, Yahoo and
Google. He is one of t he most subscribed and wat ched YouTube comedians, and his videos have
appeared on ABC Night line, Good Morning America, CBS News, CNN and BBC.
In t his book, Nalt s shares his learnings f rom t wo years of creat ing viral videos, helping brands
(like Ment os, Cox Communicat ions and Holiday Inn) market online, and covering t he rapidly
mat uring indust ry via his blog, WillVideoForFood.com. His background in t elevision and
market ing gives him unique insight int o what works and doesn't in t he new age of short -form,
demand-driven video. He also makes a side income by creat ing sponsored videos and sharing in
t he advert ising revenue generat ed by his videos.
In "The Profit (Prophet) of Viral Videos," Nalts provides the tips you'll need to:
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Underst and t he impact of online video t o advert isers, market ers and brands
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Creat e appealing viral videos t hat get forwarded and shared
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Ident ify ways t o ident ify and respond t o issues and problems relat ed t o your brand by
underst anding t he many unwritten rules of t he online-video communit y
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Market your promot ional and ent ert ainment videos t hrough prominent online video
channels
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Develop ways t o measure t he views and impact of your videos
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Profit from vehicles t hat t hat share advert ising revenue wit h video creat ors (like
Revver and Met acafe)
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Build your own video sit e wit hout any t echnical expert ise
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St ay on t op of t he rapidly changing online-video landscape
Target Audience:
1. Marketers and advertisers looking for ways to leverage consumer-generated video to
market products.
2. Video content creators (amateurs, media owners, filmmakers) looking to understand
online video and prot ect and profit from t heir work
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