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Video, if made wisely and creatively, can be your best weapon for viral marketing though photos and images are also powerful marketing tools. But, what can you do to launch a successful viral video marketing campaign?
To make your video go viral, here are three things you need to know: objective, content, distribution and sharing.
Objective, the Soul of Viral Videos
This may sound obvious; but, many companies jumped into video marketing without having a SMART objective. Compile a list of goals you might want to achieve, prioritize and pick one or two.
Is it your corporate identify, a brand or a specific product model you want to promote? Is there a unique product feature or brand essence you want to “tell” via this video?
Once you have an objective, define your campaign KPIs that indicate the performance of the video. It can be simply the number of video views (but you need to deine a target); it can also include specific actions such as visits to your website and download.
Content for Viral Videos
This is the most important if you want your video to go viral; content is king. So, what make a good video?
How-to / Guide Types of Video from which People can Learn
Viewers can learn something from the video. If there’s something you can tell in ten seconds, dont’ make it three minutes. Detailed and accurate information help.
Are you touched by 16-year-old Declan Galbraith’s “Tell Me Why”? Let’s watch it again:
I was truly touched by this video and it induces me to help people in need. When you try to get your marketing message out to the crowd, make sure it induces people’s feeling (love, hatred, fun, motivated, and etc). If it does, congratulations, your message is very likely to go viral.
Videos that Embrace Fun & Happiness
“Piano Stairs”, a video on YouTube, has been viewed over 15 millions times at the time of writing this post; it’s the number one most viewed, most favorited, top rated and most discussed video in Sweden. Very successful viral marketing campaign.
”Take the stairs instead of the escalator or elevator and feel better” is something we often hear or read in newspapers. Did you follow that advice? I did but most people don’t.
But, as you can see in the video above, how did they get more people to take the stairs over the escalator? By making it fun to do.
It’s a successful viral marketing campaign from Volkswagen Sweden and DDB Stockholm, themed Fun Theory.
The campaign successfully infused fun into people’s daily activities, which positioned Volkswagen and its new BlueMotion Technologies brand as environmentally friendly and fun.
Fun and happiness are important in people’s life; marketers can think about the “fun” factor and embrace it into the your video content. Also check out Tic Tac’s viral video.
Authentic Video Content
Fake viral videos sometimes can get over million views; but sooner or later, people will find out. Is that going to affect your brand image?
People love authentic videos; it has to be something that has never been done before. Check out the viral video below which has got over 3 million views:
This was a viral marketing campaign for the movie “Limitless” starring Bradley Cooper (best known from “The Hangover”) & Robert De Niro.
Video Distribution & Sharing
Once your video production is done; you need to upload and distribute the video.
- Select one or a few main video portals like YouTube and Vimeo (or equivalent sites in some countries like China)
- Send a news tip to social media news sites like Mashable and Huffington Post
- Share your video at social networking sites (note the timing when the audience is most likely to engage with your video)
- If you host the video yourself, make sure you do some social media optimization. The least you should do is to enable viewers to share your video on social networking and social bookmarking sites easily
The key to viral video marketing is create a great video that links to your objective and share it with your targeted audience. Don’t be afraid to experiment before you can master viral marketing via videos.