Viral Video: I’ll take viral for 4 million, please.
Every day we are bombarded by content. Millions of bytes vying for our attention: social posts, videos, photos, texts, emails… more information than we can possibly process. On YouTube alone there are currently 1 billion unique users each month and 100 hours of video uploaded to YouTube every minute.
We know that great marketing engages the customer and inspires a response. The challenge for marketers now isn’t just what to say, but how, when and where to say it so the message has a chance of being heard.
Enter the viral video. “Viral” used to be a bad thing… a virus, ewwww, no thank you. But round about 2005 with the rise of YouTube, viral took on a new meaning as an image, video, or piece of information circulated rapidly from one user to another.
So now we ask, “Why settle for 4,000 views when 4 million+ is totally possible?” All you have to do is create some cool content, and get people to share it, right?
To save you some time, I took a little survey and found that content is the most shareable when it is funny, surprising, thought-provoking, interesting, shocking, entertaining, scintillating, silly, inspirational, informative, likeable, personal, interesting, pervasive, witty, inspiring, wise, unique, visually appealing, short, sweet, sincere and relevant.
In other words, it ain’t easy going viral. And that is why you need to attend the Social Media Club Dallas event this week and learn from the expert behind the infamous Old Spice Response Campaign.
The Secrets of Viral Video
In the meantime, since a blog on viral video wouldn’t be complete without a few actual viral videos, here are some good resources to check out:
YouTube TrendsMap allows you to explore the most popular videos by city, region and demographic
And finally, The Economics of Going Viral is a fascinating infographic where one statistic stands out: “Purchase consideration and intent increases 14.3% by the third viewing of an advertisement on a top tier video hosting site.”
Wow! When is the last time you watched a really great viral video just once?
If you’ve never pondered the full origin of the new meaning of viral, consider this: content reaches a “susceptible” user, that user becomes “infected” (i.e., accepts the idea) and shares the idea with others “infecting them,” and the number of “infected” users grows exponentially.
Melissa Bourestom is a marketing consultant with 20+ years of marketing, advertising, sales and event planning experience in Dallas, New York, Chicago and Washington DC. She serves on the DREAM Fund Board and is the Chair of the DFW Jingle Mingle, a holiday benefit co-hosted by ten DFW marketing and media organizations, including SMC Dallas.
Connect with Melissa on LinkedIn.
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