Viral Videos: A recipe for success.
Evian’s rollerskating babies. The Kid From Brooklyn. The “Will It Blend” video series.
Viral videos. We’ve all seen them. Is there a formula to creating a viral video millions will want to see? With around 70,000 new videos a day being uploaded just to YouTube, the odds against your viral video catching on are slim to say the least. But is there a method for creating a viral video that has an edge in capturing viewers’ attention? What is the “secret sauce” behind some of the most successful viral video campaigns out there?
In this video, Martin Lindstrom tries to find the answers. In his interview with noted viral video creator Mads Holman, Lindstom hits on the three main characteristics of a successful viral video strategy:
- It must embody a “talking point” that people can easily share with one another.
- It must be outrageous or sensational—something that is somehow “too much” for TV. It is this outrageousness that makes us want to share it with others.
- It must be able to be “serialized”—the concept should be able to lead to a series of follow-up videos that build on the same audience. One-offs may gain some attention, but tend to fizzle quickly unless something’s there to keep the interest going.
Lindstrom’s report points out that while the idea of viral videos has long generated interest from marketers (whoa, million of viewers FOR FREE!), very few have been able to do it right. While more than 30% of major advertisers worldwide have attempted to launch a viral video program, fewer than 5% continue to have a viral media strategy.
The good news about launching a viral video program? It doesn’t take a big budget, a big staff or a big infrastructure. The key is to think outrageous. Relevently outrageous (so your product or service doesn’t come out of left field). Make it easy to share and respond to. And above all, fun.
Posted by Mickey
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