Chloe Mitchell — August 14, 2017 — August 14, 2017
StockSnap / Pixabay
It is often assumed that viral content is completely random and by chance. While this is certainly always a possibility, it is more often the case that the newest viral sensation that you see reposted all over social media is actually the result of much strategy and careful planning. Based on the incredible success of carefully developed viral sensations like Dollar Shave Club, Ojai Valley Taxidermy Services, and Squatty Potty, we know that a viral video has the power to launch a brand, crash a website, and send sales through the roof. But how? Let’s dig into process and technique.
Here are 7 tried and true tactics to keep in mind for improving your chances of creating your own viral content:
1. Keep video short and concise. A length of 30-90 seconds is typically the sweet spot for keeping audiences engaged the whole way through. After that 90 second mark you’ll start to see a decline in viewers.
2. Look for current trends. Keep your finger on the pulse of trending conversations and popular hashtags on social media. Integrating trending topics into your video will allow you to naturally insert your content into relevant conversations amongst an already engaged audience.
3. Write an attention-grabbing title to engage audiences and create a sense of curiosity. Here are some common elements of viral headlines:
- Trending topics of conversation- Inserting keywords associated with popular searched words and trending topics relevant to your video provides your content with more exposure through organic searches
- Emotional Words- Using words like “Amazing,” “Best,” and “Shocking” helps to prompt curiosity
- Short and to the point – Viral headlines provide a sneak peek of what the video is about in order to peak interest. Give them a reason to click on your content
4. Promote it – Submit your video to relevant digital publications (Reddit, Buzzfeed, Mashable, etc) and share with related bloggers and social media influencers who may be interested in sharing with their audience. Heavy promotion early on is crucial so do your homework beforehand and figure out who seems to be most likely to share so that once posted you can quickly reach out and increase your chances of being featured.
5. Know your audience and ensure that your video is tailored to the social media platform that it lives on. For example, if you are creating a comedy sketch YouTube would likely be the best platform for promotion and distribution as many people already visit YouTube in search of that type of content. And if you’re looking to create a video suited to an audience of professionals on LinkedIn, content is better tailored around inspiring stories and actionable advice. Being in tune with your audience and the platform that they are engaged on will help you to keep content as targeted as possible.
6. Put yourself in your viewers’ shoes. When seeking to create a viral video, your audience is just as important as the video content itself. In order to create a video that appeals to your target audience, it is important to ask yourself:
- What would make me click on this headline?
- Why would I watch this video all the way through?
- Was the headline relevant to the content? Or do I feel misled?
- Did the video deliver on it’s promise, whether that’s to educate, inspire, or purely entertain?
- Is this content relevant to me and the platform that it’s on?
- And most importantly, do I feel compelled to share this video?
7. Timing is Crucial. In an interview with the New York Times, Michael Dubin of Dollar Shave Club shared that the early March release of Dollar Shave Club’s infamous launch video was intentionally timed leading into tech festival South by Southwest. “Early March is also great to launch something tech-related because there isn’t a lot happening in sports or otherwise,” says Dubin. Being conscious of what is happening in your industry and what your audience is paying attention to provides you with the foresight to strategically time your video launch.
Overall, research is key. Researching other viral videos, current trending topics, user search habits, and relevant blogs and media sources that may be interested in promoting your video will help you to develop a video that appeals to your target audience and encourages social viewing and sharing.
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