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10 Tips for Creating and Promoting a Viral Video

August 25, 2010 By Peter LaMotte
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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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