A Star is Born!
UK TV’s –
UK’s Britans Got Talent, Susan Boyles Youtube video singing “I had a Dream” from the 1985 stage show Les Miserables now over 13.6 million (Friday) 20.6 million (Saturday) plays and over 100,000 people compelled to comment in less then a week – fantastic, this clip a great study in digital media convergence, online customer engagement and a reminder that although first impressions are important, you can never judge a book by its cover – ie a Universal Truth .
So what are people saying right now?
A quick check and real time graph of what’s happening
Why so popular?
Apart from the fact the girl can sing! It’s also about how the clip was edited and put together, it has all the elements of great story telling and movie making. Set the scene, introduce the characters and problem, create the conflict points and character arcs, deliver the twist and finally the resolution. From a technical point of view – professionally produced, great music, professional editing and very clear messaging.
But not every Hollywood picture wins an Oscar – so what makes a good story?
A good story has to touch our hearts, to create an emotional response, something we can relate to and can embrace. If we are moved enough we are compelled to comment, blog, share the experience (or buy/ complain). In advertising and marketing there is nothing more powerful then trusted referral and word of mouth to drive your brand influence.
A happy customer tells three and an unhappy one x10!
Interestingly, Les Mis was first panned by the critics back in ’85 but acheived success through a groundswell of word of mouth support and went on to international acclaim, countless awards and still runs today in Londons East End.
In todays online media world, referral is as simple as a click but the key here is that the content has to be worth watching and of value to the reader (we’ve all known those web newbies that feel compelled to mass send those chain letters, virus alerts and cute cat photos).
With all online, email, search and social networks like Twitter and Facebook, your readers decide if they want to know more and click in contrast to the old shotgun interupt and repeat rules of conventional advertising – but don’t get me wrong, television is still the 800 pound guerilla of video where most people spend their leisure time. For finding information, sharing and creating for media the web rules.
The quality of your blog, your tweets, your photos, your videos all count. What you say matters to building your brand, your subscribers and influence. In the online world we are not all professional writers, journalists, musicans and film makers. We don’t have to look pretty nor have the family connections to achieve success. Like singing in the village and being rediculed by the local kids – its your creativity and passion that matters.
It will be interesting to see the BGT’s TV ratings this week, the advertising rate card and to personally watch the rise and rise of Susan Boyle (rock on chick!)