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Viral videos—you know them and love them. They’re infectious by nature, and have the ability to disseminate a marketer's message to large groups of people with lightning speed. The format is easy to ingest, viewership is growing exponentially, and you can easily target your specific customer base with a few simple tools.
Traditionally, viral videos have been dominated by large brand messages and low budget home movies. However, direct marketers are now using video as an effective way to reach their target audiences more affordably and with a higher level of data collection than ever before. Viral videos do not have to be relegated to site gags and celebrities. Some of the most traditional tools—such as couponing and direct product promotion—can be incorporated directly into online videos. However, these tools need to be used gently and cannot be in conflict with the basic tenants of creating and distributing viral videos.
So before you start the cameras rolling, keep the following rules for creating your videos in mind:
1. Production quality matters. While the majority of well-known viral videos are home videos, most consumer-focused videos have solid production quality. Doritos' Super Bowl ads were created on shoestring budgets by amateurs, yet still maintained solid production quality.
2. Entertain or engage viewers. Unless your product or service is so groundbreaking it already has people in a frenzy, you will want to deliver an engaging story in your video. Your goal is to have people talk about your company, product or service. So give them something they will remember and want to share.
3. Forget the clock. Unless your video will be shown on TV, don't limit yourself to 30 seconds. As long as your video is entertaining or engaging, viewers won't pay attention to time within reason.
4. Know your audience. Your ultimate goal is to promote your product or service. So make sure your video appeals to the end customer and meets your marketing goals. Most online syndication services can help you track who is viewing your videos.
5. Consider your source. Each path has its pros and cons. Whether you choose an agency, a video crowdsourcing site, or a contest with your own customers, make sure you recognize the costs and quality factors of each.
Remember, virality is a goal, not a production style. As with any marketing campaign, make sure you have a plan as to how you will promote and support your video online.
1. Understand relative virality. Don't get caught up in creating a video that you hope will be seen by millions. Pay attention to the quality of views rather than the quantity. If your goal is to increase sales to a very specific customer, then you want to make sure those customers are seeing it.
2. Share and promote. Once you have created an amazing video, don't sit back and hide it on your website or Facebook page. Be proactive: Syndicate and promote your video across the Web.
3. Use available resources. There are many free or affordable services that will distribute and track your video on multiple video platforms. Firms such as TubeMogul and HeySpread offer automated tracking systems. However, don’t rely too much on automation. Keep a watchful eye as to where and when videos are being distributed and how they are formatted through these systems.
4. Foster a community. If you want potential customers to talk about your product, make sure you create a platform for them to engage, regardless of where they are viewing the content. This may be as simple as allowing comments on the videos or as intense as building forums. Pay attention to what your viewers want and provide it.
5. Relax. Not every video goes viral and not every viral video goes viral right away. You can only do so much to get a viral video on the right path. With so many outside influences, you never know how or when the fire may spark.
Peter LaMotte is president of GeniusRocket, a Bethesda, Md.-based crowdsourcing agency. He can be contacted at peterl@geniusrocket.com.
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