Hands up if you want to create a viral video?
OK, OK, we see you. We hear you.
Any good film-maker knows that creating a viral video isn’t easy. It’s not an exact science, and most insane success stories (e.g. Gangnam Style) are a quite often a complete fluke.
With that said, we do think it’s worthwhile analysing these videos to pick apart the key features that may have helped them get so many views.
So, here’s a quick rundown of some of the contributing factors that can (but not always) help a video go viral.
Timing
Not comedic timing (that’s a dark art that only some legends have mastered) but actual strategic timing in relation to your whole campaign.
For example, this Dollar Shave ad went viral in 2012.
“When it came time to launch, the video piggybacked on a funding announcement the founders knew would gather plenty of media coverage.
That pushed a lot of traffic toward the content and ensured it wouldn’t disappear among the countless hours of content uploaded to YouTube every minute of every day” – QuickSprout.com
Humor
Studies show that the most highly shareable content always evokes strong emotions in the viewers.
And of those emotions, the most shareable content tends to be that which had a positive or upbeat note.
Using empirical research, Berger and UPenn Professor Katherine Milkman found happy emotions tended to outperform sad emotions in the realm of sharability.
So statistically, it pays to create funny videos.
Shock tactics
Although we’re not big on using fear to drive sales, there is value in catching your customers off-guard to create a lasting impact.
Watch this video and you’ll understand what we mean:
Although you can’t use this technique very often, when reserved for important, weighty topics that need that POW factor – this one is a belter.
Sheer chaos
There’s something incredibly satisfying about watching an iPad go through a blender, don’t you agree?
Although this specific technique probably can’t be applied to your brand it gives you an idea of how you can take radical steps to grab your viewers attention.
On a more basic level, this is just a stellar example of how to show your product in action with maximum impact.
Practicality
How often have you drooled over those BuzzFeed videos that are just an aerial shot above a mixing bowl?
They are normally a few minutes long and depict a fool-proof tutorial for a brownie/nacho/vegan risotto that you’re never going to make.
Yet you find it so helpful (and appealing) that you share it anyway, proving that there’s a lot of value in providing simple, practical videos online.
Creative minds
There’s no denying that homemade videos can become successful, but the key to making content that hits the mark is using creative juices behind the scenes.
At Production Attic, we can help come up with thought-provoking ideas and execute them effectively to ensure that your business gets a video that really tells a story.
To find out more, call us on 0141 331 2432 or email us contact@productionattic.com
