Creating highly shareable videos can result in dramatically increased recognition for your business. Viral videos have launched businesses from obscurity into nearly overnight successes. Considering that videos will represent 55% of all internet traffic by 2016, creating effective videos for your business can be a long-term solution for acquiring leads and maintaining relevance.
While there is no magical one-for-all formula for creating a viral video, most video successes share the characteristics below:
As a small business, you should aim to create a concisely effective video, not a full-length movie. Especially when surfing the web, people have short attention spans, so it’s best to cater to that. If a high budget can allow for an extended video with special effects, various angles and other professional aspects, then feel free to go for it. But in the majority of cases, it’s hard for any video over a few minutes long to go viral.
Parodies have proven to be great source material for viral videos. Companies have made parodies of popular songs like PSY’s “Gangam Style” and Lorde’s “Royals”, exchanging their lyrics with industry-relevant lingo to great success.
For example, a business selling amplifier parts can change a line like “I don’t what I could do without my love,” to “I don’t know what I could do without my amp.” Parody-based videos have such a high potential to go viral because it uses a component that viewers are already familiar with, which encourages them to watch and remember the content.
Video contests can be a great way to crowd-source positive PR for your business. When people submit an original video for your hosted contest, they will in turn share that video with their friends. If that video incorporates your business in any way, as the contest guidelines should require, then it provides instant exposure for your business among all of the entrant’s friends. This exposure is worth more than whatever prize you are awarding to the contest winner.
Typically, the most successful business ads involve a charismatic personality of some sort. This can range from CGI embodiments – like Geico’s gecko – to an actual spokesperson, like the Old Spice guy or Dos Equis’ “Most Interesting Man in the World”. While it can be difficult coming up with a similarly effective personality, it is entirely possible to base a viral video around an electric, charismatic personality that will inject both humor and interest into your brand.
Experienced Video Content Creators
Although it’s entirely possible to create a viral video in-house, it is often worth it to hire video content professionals if you or your company is not experienced with creating videos. Having a true director at the helm will not only ensure that your video will be produced in high-quality HD, but they can also add ideas to the table that can help with viral potential, overall marketing and the campaign’s emphasis. If inexperienced with video creation, businesses should not hesitate to seek out video professionals.
Effective promotion of your video is just as important as the creative process. Even a great video can go overlooked if it is not promoted correctly. When promoting your video, be sure to:
- Encourage employees, friends and family to share the video on their social media.
- Ensure that your titles and meta-descriptions are SEO-friendly.
- Incorporate hashtags and other trend-able characteristics into the video description and social media promotion.
- Promote the video on your business’ social media pages using a focused campaign. This will make the video prominent and easy to see without also being a nuisance to those following you.
Most successful viral videos encompass the characteristics above. Keeping these in mind as you create video content will increase the chances that the content will go viral, resulting in massive exposure for your business.