We’d all like our video to go viral, but it’s not that easy. Our helpful guide below shows the best way to go about it.
Put together a marketing plan. If you put effort and expense into your video, you need a marketing plan to give it a boost. It’s true that some videos go viral “by themselves” but a lot of videos you see like this being shared across the social sphere actually have a dedicated marketing process behind them.
There are a ton of good websites with tips and tricks on how to properly market a video, but your best bet is to leave it with the experts.
Pushing your video out on social sites like Twitter and Facebook without a solid marketing plan just isn’t going to cut it. Find out who your influencers are and where they are. Then share your content with them. Don’t be shy to ask, enquire and chase up.
Sites like Reddit and relevant industry blogospheres are good places to start. Of course, if you have a professional marketing team backing you up, it’s a good chance they’ll already know some key people to target for your cause and will be able to get your video out there fast. Who you target will largely depend on what your video’s message is and whose eyes it’s really for.
Make sure your video is properly optimised when it goes out. This means paying particular attention to the details once you have uploaded it to YouTube. The title, description and any annotations you have need to be keyword specific to what’s happening in the video and what target markets you’re going after.
It’s always a top idea to do some keyword research before in preparation. The number of shares, watches and thumbs up play a large part in how your video performs in search terms, but without proper optimisation your video won’t be getting any views.
We’d recommend this post for more info on YouTube optimisation: ‘5 Advanced YouTube SEO Tactics to Drive More Traffic to Your Videos & Website‘
Its simple: If your content isn’t good, it won’t get shared no matter how much manpower you put behind it. Emotion is the core driver behind the success of any video, whether that’s an advert, promotional piece or an instructional video. It’s always a good idea to think about how and why your video will be shared before you start the process of filming. We do this at Skylark – it’s called our Activation Strategy, and we use this to envision the best possible future for each one of our clients, and how we are going to get them there.
Key “viral” emotions to consider before shooting your video: Awe, excitement, amusement, anger and anxiety. Stay away from emotions like sadness, contentment and any emotions you consider to be too niche.
Don’t get hung up on making each aspect of your film perfect – instead, concentrate on the story. Viewers respond to video and film on a largely emotional level, and a good narrative (even if it’s a 10 second one) will win over polished lines, any day.
One of the first things people do with a video is to check how long it is. They’re more likely to stay with it the shorter it is.
Try to keep your video to below 2 minutes – ideally below 1 minute!
Keep it simple and raw, as though you were to describe it to someone else. Think: ‘Kitten Scared Of The Hoover’ rather than ‘My kitten is terrified of the hoover, it’s hilarious.’
Bad press is good press! You’ll get criticism and a few offensive comments among the good, but this means your video is having reach and people are watching it.
Make sure that you or your company are easily reachable – include links to your site, to your contact page, even leave contact details in the video description. Make it easy for people to get hold of you.
Don’t fret if your video doesn’t instantly have 4k views. ‘Going viral’ is, after all your effort, sometimes just down to luck. However your efforts mean that you’ve given it the absolute best chance, and you’ll have undoubtedly boosted its reach and therefore its views.
If you’d like advice or help with optimising your video and getting it viewed, then give the experts at Skylark a shout. We’d be more than happy to help.