You would have to have been living on another planet for the last couple of years not to have noticed the monumental rise in shared video content online. Since 2014, the number of people viewing videos on YouTube has increased 40 percent year-on-year, while the number of video posts on Facebook has increased 75 percent globally in the same period. A report by the Cisco Visual Marketing Index recently estimated that video will account for a staggering 80 percent of global internet traffic by 2019. Obviously this is a market that all businesses should be thinking about tapping into. But what’s the point of making a video if no-one’s going to see it? Here, we take a look at what makes a video go viral, and how you can achieve this for yourself.
What Defines a Viral Video?
There is no standard figure to determine that a video has gone viral, but it’s generally considered that a video is viral if it gets more than five million views in a period of three to seven days. Some of the most successful videos have had as many as 10 million views in this time period.
However, it’s not just about numbers. A viral video also has to have a lot of buzz surrounding it, with plenty of discussion in the media, both online and offline. This in turn will promote even more views. In addition, viral videos are usually those which are remembered for a long time after the initial buzz has died down. They are also often parodied; if people are remixing, AutoTuning and recreating your video, you know you’ve done something right.
How to Make a Viral Video
This is always going to be the tricky part, as there’s no accounting for public tastes. But there are a variety of steps you can take to ensure that as many people as possible are not only seeing it, but wanting to share it:
Keep it Short
This is the golden rule when it comes to getting your video shared widely. According to recent research by Wistia, videos of less than a minute have an 80 percent chance of being viewed. If your video is two to three minutes long, this chance drops to less than 65 percent. If you have a longer story to tell, split it up into smaller sections. If you do this, it’s not wise to make people wait for the next instalment as attention spans these days are very short. Post all your content at once to make people more likely to click on the next part.
Good Content and Quality
Your content should be interesting; if you’re marketing something, you need to keep branding to a minimum, as people are far less likely to share advertising. The quality of your video should be as good as possible, with no shaky camerawork or poor audio. Aim for content that creates an emotional response, but avoid anything depressing; funny content tends to work best. Sensational titles are another great way of generating interest.
How to Make Your Video Go Viral
It’s vital to have a good marketing plan, and the key to this is understanding your different audiences and the platforms they interact with.
Each social media platform tends to feature different types of content. Monitor your followers on your different social media accounts to see what kind of content they share on different platforms, and how often. In general, Twitter users sometimes share the same video several times in a single day, whereas a couple of times a month would be more appropriate on Facebook. You should aim to share your content at a similar rate.
Ask People to Help You
There’s no harm in sending personal messages to your social media followers and email lists, asking them to share your video. In addition, it’s worth approaching any companies who may have a stake in your video, even if it’s just that some of their clothing is worn in the video – asking them if they’ll share it can’t hurt.
Bloggers have a huge amount of influence and marketing power. Sending your content to relevant bloggers who have previously covered similar topics can potentially generate a huge amount of views for your video. General news blogs such as Reddit are also great arenas for getting your content seen.
The power of video is huge, and it’s still on the rise. By learning how to get your content seen by the largest audience, you can keep yourself ahead of the pack.
If you need help putting together your next corporate video, get in touch with us at Pickle Pictures