The best thing about online video is that it gets ATTENTION, builds AWARENESS, INTEREST, and drives ACTION. Action is the part we’re after. That’s where people buy your stuff. Strip away the glitz, glamor and varying definitions of “going viral,” and the whole point of it is simply to reach more and more potential buyers through sharing.
1. MAKE YOUR VIDEO FUNNY, THRILLING OR SHOCKING
Videos that go viral all have one thing in common. People are thrilled by them, and then have the sudden urge to show them to other people. Many of these videos are just real life events that happen, and many of them are obviously produced for brand products and services long. As long they’re good, viewers don’t mind a bit either way. When you’re producing a video with the intent of going viral, you have to tap into those feelings of excitement, amazement and if at all possible, make it funny.
There’s hardly a brand out there that can’t do with a little humor, and in the right hands, anything can be made funny.
Here’s an article on How To Find The Best Video Production Company or Agency.
2. HAVE A STRONG SOCIAL MEDIA SHARING STRATEGY
Viral videos go viral on their ability to be shared. You’ve made a great video, paid for initial support, tapped some awesome bloggers, writers and influencers to help push it along but you didn’t develop an integrated sharing strategy that involves your social media channels and current fans of your brand.
For example, when that awesome influencer blasts out to their one million Twitter followers, did you capitalize on it? Did you share it everywhere and encourage your fan base to do the same? How about the videos your fans are starting to create based on your video? Do you have systems in place to make them into rockstars and promote their content? Viewers will see their videos and want to make their own, but first they’ll want to watch and share the original.
3. LAY OFF THE MARKETING INFORMATION
You started with a funny, crazy idea but got worried that there wasn’t enough “message” or “call to action” so you kept adding and adding.
You wondered why the video got less and less entertaining. Congratulations, you made an infomercial. At the very best, you made an ad.
Most people hate ads, unless it’s Super Bowl season, so don’t count on them sharing your video too much. One of the main purposes of a “viral video” is to build awareness of and/or interest in something. Leave the messaging and selling part of it for the areas that surround the video and let the video do it’s job of going viral.
4. PAY FOR MEDIA SUPPORT
People can’t love and share videos they can’t find. You know those brand videos you see in the top viral charts, most of those initial views were paid for. It’s done all the time and it’s just like paying for TV commercial audiences, radio airtime or billboards.
Paid media support can come in the form of video seeding, paid ads, promoted content on Facebook, Twitter or YouTube, or paid placements on blogs, publications and paid influencers.
5. DO LOTS OF PR BLOG, PUBLICATION AND INFLUENCER OUTREACH
This is called the “earned media” approach, and consists of pitching bloggers, writers and influencers and making them understand why they should care enough to share your video with their readers and viewers. This tactic is very effective provided you’ve satisfied #1. Give us a shout if you need help!
Here’s a related article on Why Every PR Pitch Needs a Video.