Oh the Age young question, What makes a Marketing initiative go viral? I have been looking at some of the top viral marketing initiatives such as Evolution of dance, Dollar shave club or recently Comedy central’s “Pig saves goat” it seems like they all share a common thread. Heck they share many common threads, I wanted to look at 5 which i think will give your video a chance to go viral.
1. Share unique, compelling and authentic content that connects with an audience-
You do not want to be boring. People will only share or recommend something that they care about. You want to envoke a reaction, whether its LOL’s, LMFAO’s or warm cuddly
feelings. In fact the more physical reactions you get the better, no heart attacks but ROTFL’s will do (Roll on the floor laughing).
For examples check out the making of this viral video – Pig saves drowning goat
The final video got almost 8 million views – Watch it here
This is where you leverage your connections.Do this Before you launch your initiative, NOT after! You want to make sure you have reached out to web influencers, like your homie with 6000 twitter followers or even better, that friend of yours who is a staffer at Tumblr or Vimeo. Ask them to check out your video and if they like it to possibly feature it for a day.
3. Use User- friendly technologies, presentations
Make sure your content is available on multiple sites and is easy to Read, share and consume.
Don’t miss a chance at a view because your content is only available on Google-glass version 2.0
4 -Get noticed by someone Big (and by that i mean a celebrity, preferably A, B or C list)
If you can get a retweet from Justin Bieber, Lady Gaga or Ashton Kutcher, you can forget about steps 1 to 3.
5-Timing is everything
You want to launch at peak times, like a Late thursday or on Friday when social media is at its peak usage.
Also make sure all the pieces are ready before the launch. For example can your servers handle the incoming traffic? and is the website Live?
Bottom Line is if you have a good story people are going to want to share it, so make sure your story is worth retelling, and if at first you don’t succeed, Try, try and try again. Then maybe give up and get some pro help (my website link here) ;). 4 times is a lot if you are only getting 20 views.
Lastly the Most important thing you need, is Luck. No amount of planning or tactics can make you go viral without some luck involved. Luck means that your content reaches the right people at the right time and that is resonates with them. Now go make some awesome content, and Good Luck with your Virality.
Arnold Soko is a music-video, commercial director based in New England, his website can be seen at www.arnoldsoko.com