In this guest post, Topline Communications Head of Video Production Jamie Field outlines the steps he feels need to be taken to increase the likelihood a video will go viral. Topline Communications is a video production, PR, social media and SEO consultancy, based in London
Viral is the holy grail of video marketing. Everyone wants to commission a viral video, but briefing your video production company to make you one is ridiculous. That's because a video that becomes as contagious as swine flu cannot be achieved by a cameraman editor producer and director.
Instead, the concept needs to come from within your company - and your PR department is probably the best place to start. Aren't they the people that generate story ideas that are designed to appeal to the highest possible percentage of your target audience? (If they aren't then your department is costing you money!).
Last week a mysterious teaser campaign began to appear on outdoor media across the nation. The campaign made statements such as "The Genetically Privileged Deserve to Die, "Cat Lovers Deserve to Die, "Crazy Old Aunts Deserve to Die, "Hipsters Deserve to Die, "The Tattooed Deserve to Die" and others.
Many were not pleased with the campaign's sentiment with some ripping down the posters and one man telling CBS Chicago, "Nobody deserves to die; come on, that's a hell of a statement."
Have you seen the new Turkish Airlines commercial featuring Kobe Bryant and Argentinian soccer player Leo Messi? No? Then you are not one of the almost 22 million people who have.
The video, launched on December 6, now has almost 22 million views on YouTube. In the video, Bryant and Messi vie for the attention of a boy by performing increasingly amazing stunts starting wil ball play and progressing to card house building and balloon animals.
Ultimately, both greats lose to a bowl of ice cream offered by a flight attendant.
Having nothing whatsoever to do with advertising other than it's Friday, Friday...we bring you Nicole Westbrook who, perhaps, may become the next Rebecca Black sensation. Produced by Patrice Wilson, the man behind Rebecca Black's Friday, comes "It's Thanksgiving," yet another auto-tuned, teen-fueled ode with, this time, a focus on Thanksgiving and allthe cheesy wonder the day brings.
With a humorous look at the not-so-untrue underbelly of what makes a video go viral, john st. gives us Buyral, a service that guarantees your video will go viral. OK, so not really but it guarantees a few laughs and gets a nod for a nice agency self promo.
This video of a Coca-Cola vending machine which uses Xbox Kinect technology and encourages Koreans to imitate the dance moves of Korean boy band 2PM has been out for about a month. It's accumulated 1,189,846 views on YouTube to date.
So what's made it so popular? Well let us share our years of experience reviewing such videos and the vast knowledge we have accumulated over the years. The secret to creating a successful video is simple. Ready?
Found footage? Yawn. Paranormal Activity-like surprises? Yawn. Fear Factor-like scares? Yawn. Blair Witch Project-like adventure? Yawn.
Yes! It's another "viral" video. And we know it's viral because the production company told us so. Yup. it comes to us from Raconteur for Luxottica Group, otherwise known as Ray-Ban. Directed by William Campbell and Wil Johnson of Gentleman Scholar, the video tells the story of a couple who enters and old, rundown home (naturally) and stumbles upon a giant cocoon.
Whether this Travelport Smartpoint App ad is saying travel agents are so bored they have nothing better to do than jump over office desks or that by using the app they can leap over office furniture in a single bound or that agents should "take the leap" and buy the app we know not. Nor do we care.
We do, however, care whether or not this ad goes viral. Does it have the ingredients? Is it dumb enough? Does it have the holy grail of viral: shot amateurishly, is humorous and contains an epic fail? TIme will tell.
The whole "viral advertising" thing has been around for a while. The term itself has been misused and abused ("let's do a viral video!") and a clear definition has never truly been established. But, no matter. We're going to take a look at ten videos that have, according to our guest writer, Tom Norman, achieved viral notoriety. Take away, Tom.
By nature, viral videos are actively sought out and watched by thousands, often millions of people online and so if one can create an effective "viral" to promote one's brand, surely that's a better ad than paying for banners down the sides of websites or even paying for a spot on prime-time TV, right?
However, there is clearly more to it than that. What makes a successful viral ad? How can you go about making one to promote your brand? Well, all we can do is break down the most successful viral ads out there and try and establish protons and neurons of what makes them work. So without further ado, let's crack on with the top 10.
Early this week, a video purporting to be a display of the first ever Humpy Awards debuted. In the video, judges rate dogs on several humping criteria including speed, stamina, style and other factors.
Of course, there's no such thing as the Humpy Awards. But there is such a thing as Small Town Security, an AMC show, premiering July 15, which highlights private security company JJK Security in Georgia. What dog humping has to do with security, we know not but we assume we'll find out once the show makes its debut.
The video isn't quite what we'd call a viral success but 146,507 people have viewed it to date.