When a video spontaneously spreads through the internet in a short lapse of time, it is said to be viral.
However, beyond the number of views collected, the viral success of a video is primarily based on its sharing potential. In fact, the distribution of a viral video is made through WOM (electronic word-of-mouth). Thus, a video must surprise, provide an interesting topic and emotionally attach the viewer to motivate shares.
Dove “ Real Beauty Sketches ” is a good example. With 4.24 million shares collecting over 58 million views, this video is one of the best viral videos of 2013. Its success is due to a very clever idea that fits perfectly the brand positioning. The video deals with a subject, self-esteem and pride, that immediately interpellates women. The connexion with the viewers is so strong, they must share it with others.
The “viral” potential for brands.
With the rise of Web 2.0, online video sharing has exploded in popularity bringing an alternative way for brands to engage with their customers.
The percentage of branded content videos now reaches 38% of all shared internet productions. This is a huge number considering the impact of these videos on brand’s image and sales.
Following the 3 days of the sharing of a video, 33% of the viewers speak about the video to someone else, 24% visit the website of the brand, 18% search more information about the brand and 9% make a purchase. In fact, the recommendations of a trusted friend about a product or a brand is 50 times more likely to trigger a purchase and thus generate an affiliation with a brand. Thus, a good video that acquires the viral status can become an exceptional marketing tool.
How to go viral?
Everyone dreams to become viral, but the factors that cause such a success on the web are many and often rely on the luck of the moment. That said, several key elements need to be considered in the production of a video in order to ensure a better success.
1) Emotional response
Content with high emotional value will give the audience a reason to recommend the video. Humor, inspiration, anger, love, pride, tenderness, amazement and joy are all emotions conducive to generate a psychological response that encourages sharing. For this reason, knowing its target audience and its emotional / psychological / social needs becomes critical in the design of a video that will surprise and delight.
2) The originality of the subject
Every minute, more than 48 hours of videos are uploaded on the web. It is therefore imperative for a brand to present original content that will stand out and attract the attention of the viewer. Playing with trending topics can indeed help this latter factor ensuring a good visibility.
3) Social motivation
A video that challenges the viewer about his socialization needs (the need to be part of a group, to stand out, to be altruistic or personal growth) will necessarily encourage sharing.
4) The length
The viewer’s attention is affected by the abundance of information that surrounds him. A video loses more than half of its audience after 60 seconds. We can never says this enough: keep things clear and concise.
5) The integration of the brand
It is important, although difficult, to make a mention of the product without overdoing things; no one wants to annoy the viewer. Creativity, relevance and variety of appearances will remain in the memory of the viewer and motivate sharings.
6) The distribution
Your video needs to be where your audience is: nestled Blogs, specialized content web sites, mass media, video-sharing websites, social media… Know your audience and make sure they have access to your content.
Social networks and various communities on the web play a key role in this step. That is why, with the objective to facilitate the distribution of their videos, many brands work with opinion leaders like actors, bloggers, youtubers, etc.
So, what’s the secret of a viral video?
If the number of views can be bought, it is the number of shares earned that reflects the success of a campaign. Stay tuned to your customers needs and wants, and include them in the creative process of your video’s production. After all, a viral video can achieve this status only and only if it truly pleases the viewers.
Osko can advise you on the best distribution strategies to adopt and guide the design of a video that best reflects your brand’s needs; we can help you seduce your customers.
