Nightmares Fear Factory, a haunted house located near the Canadian side of Niagara Falls, recently tested a new social media marketing strategy and saw its web traffic increase drastically in the month, Simply Zesty reported.
By taking photographs of scared patrons in front of the haunted house and posting them on Flickr and Facebook, the company saw its traffic jump 100-fold. It went from an average of 600 hits per day to more than 60,000, according to Simply Zesty. Posting videos was equally successful, as the company shared video clips on YouTube capturing patrons screaming in delight at the haunted house.
While a haunted house might provide fodder for some fun videos, other marketers can generate videos of their products offering promised results or benefits to customers, as well. In fact, Brafton recently reported that Red Bull demonstrates targeted video marketing success by suggesting consumers can use their product to energize extreme sports participation.
Regardless of whether or not a company is in an adrenaline-pumping industry, social media content has become a competitive necessity and brands must be prepared to measure the success of their own initiatives as Nightmares Fear Factory did. Brafton recently reported that 39 percent of marketers believe the frequency with which content is shared is a key indicator of success. Twenty-six percent say that increased followers and fans on social networks is an equally valuable figure.