YouTube: Viral Wedding Videos Can Be Great for Advertising

Erick Schonfeld submits:

The conventional wisdom out there on Web video advertising is that most advertisers don’t want to risk being associated with user-generated videos (i.e., the vast bulk of videos on YouTube). It is only the professionally-produced stuff on portions of YouTube and Hulu and Blip.tv where the advertising dollars are going. This is the conventional wisdom because it is mostly true.

But YouTube wants to change advertiser’s minds (because the vast bulk of its videos are audience-produced, did we mention that?). So in a blog post Thursday, YouTube trots out a told-ya-so case study about the “JK Wedding Entrance Video” (embedded below) that has been spreading around like crazy. Since it was posted on July 19, it has been watched more than 12 million times. It’s

even spawned its own (professionally-produced) faux sequel, the “JK Divorce Entrance Dance” (also embedded below).

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