Viral Video: What You Need to Know

October 20, 2014 | Comments (0) | | Category: Marketing with Video

Viral Video: What You Need to Know

Viral Video: You-gotta-see-this!

If you can get just one viewer to utter these words about your viral video campaign for your product or service…congratulations, you’ve created shareable content.  And shareable content marks the pinnacle of success in the world of online marketing video because it has the potential to go viral.

But how do you know what will resonate with viewers?  How do you move them to move your message?

More importantly, how do you do so in a way that complements not compromises your brand’s integrity?

I’ve come up with a comprehensive list of the do’s and don’ts of viral video marketing.   And since we’re on the topic of sharing, please don’t keep these gems to yourself.

Feel free to pass it on☺

DON’T –Make the audience hunt to find the treasure.  Be specific about your purpose when creating a viral video marketing campaign.  Tell the viewer what you want them to do by making the call to action overt.  People are more likely to share a video that contains everything there is to know about the product, brand, or cause.  In other words, don’t get so caught up in the creative process that you suffocate the purpose of the movement.

Do-Make it easy to share.  Add social sharing buttons like Facebook or Twitter.  Popular companies such as Upworthy utilize this very simple overlay of share tools to their video to aid in optimizing content.  The less the viewer has to do to pass the information along, the more likely they are to share it with a friend who then shares it with a friend.  We’re all short on time, so do the audience a favor by creating a shortcut to your campaign’s viral video success.  And they will thank you by circulating the seed.

Viral Video

Viral Video

DON’T – Fight the feeling. Remember when we talked about the importance of evoking emotion?  Well, I’m repeating it here because it’s that important.  Whether it’s heartbreaking or hilarious – emotion drives us to share what we’ve experienced with others.  So shock them, make ’em cry, scare them, or fire them up to get behind the cause.  There are numerous studies that confirm this strategy works.

DO- Hire a Professional.  Sure you could do it yourself, but why would you?  Let’s be honest, we can’t all be good at everything.  It’s important to maintain your business’ or brand’s reputation at all costs.  Why spend inordinate amounts of time and money creating a killer product just to throw it all away with shoddy filming?  Even a bad video may potentially go viral. Do you want your company associated with an embarrassing legacy?

DON’T- Skimp on the reward. We all know the key to engaging your audience is to capture their interest by telling a story.  But the obligation doesn’t end there.  You must provide the viewer with a reward; something that makes them feel edified for investing their time to see how the story ends.  If the moral of the story contains practical value; who wouldn’t want to pass it on so that others can see, hear, or learn what was just discovered?

DO-You! People appreciate honesty and messages that speak with integrity. Please solemnly swear to keep the focus on the brand, the whole brand and nothing but the brand so help your video! You don’t always need a clever little ditty to be popular.  If you have an important message; create a video that communicates that effectively.  Don’t sell your brand short by making it something it’s not to appeal to the masses.

Do you have questions about your viral video marketing campaign?  Robin Bond Media has answers.  Contact us today.

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Good story. Well told.
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