A viral video can launch your brand into the stratosphere. But with all the videos out there, how can you make sure yours gets seen? While you never can predict with 100% certainty which videos will be knock-out successes, there are a few things you can do to raise your chances. Here are a few tips for making your video a viral success.
Make it short. People surfing online have lightning-quick attention spans. You may be able to do a longer video if you're showing it on your business's website for the purpose of instructing a select group, but on YouTube, it's got to be quick and catchy to thrive. Your video has a better chance of surviving in the cutthroat online market if it doesn't ask a lot of time from its viewers.
Make it funny (or shocking). This one should be obvious--but funny isn't always as effortless as it looks. The most effective viral videos inspire at least a chuckle, and they generally have a surprise twist at the end. So give your viewers something they're not expecting, and give them a reason to laugh.
Shock value also gets high ratings--the idea is to do things that can't be done on television, like off-color language, nudity, and controversy. Zoo, a Maxim-style men's magazine, did a viral video involving a topless model shopping for underwear--which worked for their demographic. Shock value may not be the best way to make a good impression on your customers, however, so make sure it's appropriate for your demographics.
Make it easy to relate to. If you do this well, you may be able to get away with a longer format. For example, one viral video shows a man delivering an increasingly manic rant about Macintosh computers. Since most of us can relate to being frustrated with technology, this video manages to make a longer format work--viewers will stick around to see the whole thing.
Don't make it look like an ad. You aren't likely to get a big viral following on a video that seems like a typical advertisement. Keep the sales pitch light--or nonexistent. Most successful viral videos have a home-grown feel: handheld cameras, no makeup, no professional lighting or sets.
If you must make it look like an ad--have fun with it. That said, there are some hilarious examples of viral videos that admit they're ads--and let the viewers in on the joke. Again, the more effective ones tend to be a bit too racy for regular television. The Zoo viral started with a line something like "Our boss gave us £10,000 to make an ad, but instead we decided to hire a model and film her underwear shopping." It sounds a bit rebellious and prankish, so even though they're still making an ad, it appeals perfectly to their primarily young male audience. It can be quite funny to have a polished, professional-looking video that looks like an ad, but goes against the grain in a significant way.
Market your video. Once you've come up with the perfect video concept, shot it, and uploaded it to video sharing sites, your job is just beginning. It's very unlikely that your video will be an immediate smash hit, no matter how well executed. There are many ways you can get the word out. Blog about it--or get well-read bloggers to bring it up. Get friends and family to view it and give it a good rating, just to get things started.
One effective way to get your video in front of a big audience is to leave a video response to another, high-traffic video. Be careful with this, however, or it could come off as spam. Pick videos that have a similar sensibility to yours, and don't do it more often than would seem natural.
Don't limit yourself to YouTube. It's the biggest name in video-sharing sites. But it's easy to get lost in the crowd at YouTube, because so many people are trying to do the same thing you are. This doesn't mean you shouldn't use YouTube. But you should also post it on sites that get a lot of traffic and aren't focused only on video. Because the competition to stand out isn't so fierce--and you still have a decent viewership--your video has a better chance to catch on. Try Metacafe, Google Video, and Yahoo Video in addition to YouTube. There are also sites like Revver that inserts a one-frame ad at the end of your video, and pay you every time a viewer clicks on it. Revver doesn't have the high viewer volume, but it can make you some cash.
Do more than one. A viral video is a great promotional tool--but there's always something hotter, newer, and funnier coming up behind you. Even with the most effective videos, success can be short-lived. To keep your company in front of viewers, do a series of videos. If your first one becomes a success, the others will be eagerly anticipated--and if you don't succeed on the first try, your next video will give you a second chance.
A viral video can get your company in front of thousands of viewers--and may make you a runaway success. But it can take some time and effort to get the ball rolling. With proper planning, effective marketing, and a hilarious video, you could be the next viral star.
Gareth D works at GSINC Ltd and UK company providing a range of web video and internet marketing services to business. For more information on GSINC, web videos and SEO visit http://www.gsinc.co.uk/
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