Marketing Sherpa and the Online Publishers Association took a look at viral video. Video is a popular marketing tactic, with 29% of MarketingSherpa’s responding viral marketers experiencing “great results.” Only “cool” microsites (37% great results) and online games/quizzes/polls (33% great results) were better received.
The OPA, though, held more dismal news for viral video. Less than 10% of online video viewers (US only) said that they frequently recommend videos to their friends. 29% did so occasionally and an impressive 62% rarely or never recommended videos.
As eMarketer senior analyst David Hallerman points out, that 9% who frequently recommends videos may be the very influencers viral marketing hopes to reach.