Video has become the single most important online content format. Predictions say it will account for 80% of global internet traffic by 2019. No marketing professional can escape the statistics. However, there are a huge number of badly made and badly planned videos out there, and in order to make a good video in an attempt for it to ultimately go viral, a video marketing plan must first be put in place.
Implementing a Video Marketing Plan
There is no algorithm to make a video go viral. However, there are a number of things that can be done to maximize your video’s chances of doing so. The number one thing is to create a video marketing plan. It should take into account:
The ideal length of a viral video. This is generally considered to be anywhere between 15 seconds and five minutes. Any longer and we lose attention.
The story it wants to tell. This story is not your brand story. It should not include heavy branding or thinly veiled references to your products or services.
The ultimate goal of provoking an emotion with the story. It should make the viewer laugh or cry, make the viewer feel happy or sad, but do so by following a narrative that captures the viewer’s attention.
The only way to provoke this emotion is to research your target audience. If your target audience is in the 25 to 35 year old female demographic, find out what resonates with them, what they are interested in, and where they go to find out about their interests.
The other marketing efforts you need to implement. Even if you make a brilliant video, if your website - which your viewers might check out if they love the video - is poor, the whole point of creating the video in the first place is lost because viewers will not convert to customers.
Video Concepts to Consider
Once your strategy is in place, you need to consider the actual style of video that you want and the angle you want to take with the content. Styles to consider include:
Shocking your audience or making them uncomfortable.
Going left of center or doing something unexpected.
Being extremely practical and covering top tips on one singular topic.
Once you have decided on the angle you are taking, ensure you have a plan to promote the video once it is made.
Unusual Video Tactics Not to be Dismissed
While videos of funny animals and cute kids might make up a large portion of viral videos out there, if your brand is slightly edgy or controversial (or you just want to grab attention and shake your content marketing efforts up a little), there are many options. These include:
Making a scary video. While it may limit your audience, if it is done well it can yield results.
Making a reaction video. This would include footage of a person’s reaction to eating a lemon for example. The top thing to remember is it has to be genuine and not acted.
Making a stunt video. Never attempt this without professionals, but, for example, if your brand has the budget to hire a skateboarder or acrobat it is worth the investment.
The biggest viral video to date is ‘Gangnam Style’ by Korean rapper ‘Psy.’ It is YouTube's most viewed video ever with in excess of 2.5 billion views. It went viral because it made people laugh, the music was catchy and it made people get up and dance. Have a look at the below infographic created by One Productions which gives a visual snapshot of top tips for viral video marketing, for an in-depth read, see their accompanying guide.
