How to create a viral YouTube video: examples
What is a viral video? How to create a viral YouTube video? What can help make a commercial more “infectious”?
If 20-30 years ago, brands competed in the production of memorable commercials that could be shown on television, today companies dream of creating viral videos on the world’s most popular video hosting YouTube.
Viral videos are video content that consumers share with each other for free without pressure from businesses.
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Like other types of viral marketing, videos make users want to share them with friends. Thanks to this spread, they can make a brand famous, and in a few days millions of people can know about it. At the same time, it does not cause such annoyance as direct advertising.
The main indicators of the virality of advertising videos on the Internet are the number of views, from 200 thousand in the first two days after publication, and reposts, as well as the speed of distribution on social networks and other resources.
Some viral videos have nothing to do with advertising. But some companies manage to create videos that spread across the Internet among users at the speed of light.
Why viral videos are better to spread on YouTube
The main global platform for video posting is YouTube video hosting. Created in 2005 as a dating site to share videos of yourself and your model partner, it has since been purchased by Google to become the premier video service with 2 billion monthly users.
This is not only a popular video distribution site, but also a top search engine where people search for video information. In addition, links to videos posted on this resource always come out first in search results.
There are, of course, other video hosting sites (Vimeo, RuTube, Vk Video, Yandex Ether), but in terms of audience coverage and popularity, they cannot be compared with YouTube. Most brands and users in the world post videos and want to become famous on this resource.
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What business needs a viral YouTube video
Meanwhile, of course, not all business representatives need to strive to create viral videos on YouTube.
If your target audience rarely visits the Internet and prefers to receive information on television, then you hardly need to strive to make a viral video for YouTube.
Small local companies also hardly need viral videos. Why millions of views and reposts if no more than a thousand people use goods and services? Viral advertising is the prerogative of mass-market brands operating nationally and transnationally.
But the main thing that needs to be taken into account by those who dream of creating viral advertising videos is that they will not necessarily help increase sales, and you will not be able to tell them about the advantages and features of goods and services.
If you want viral fame, then, of course, you need infectious advertising, but if you are faced with the task of increasing sales, then you need other marketing tools.
For example, you need to contact Exiterra.com Digital Agency for
Viral advertising is also unlikely to be suitable for attracting target audiences in specialized markets. Much more productive in this case can be a series of videos with helpful tips and information, detailing the benefits of your products and services.
There are other aspects to consider as well. Sure, viral ads can catch the attention of millions of people, but if your products and services are not super-quality, then efforts to create such content may be in vain.
Plus, the success of viral videos is short-lived. They are quickly forgotten, as many other “contagions” appear. Therefore, more than once think about whether you need to spend time and effort on creating such content. Maybe choose something valuable to promote your brand?
How to make a viral video
In order to decide to launch a viral promotional video, you must have the courage. Not all entrepreneurs are ready to associate products with something provocative, entertaining and humorous, preferring something mediocre. But without risk, provocation and giggle, a viral video cannot be created. Are you ready for such experiments with your brand image?
There are dedicated viral marketing agencies that can develop infectious ad scripts for you. But they cannot guarantee you that their products will go viral.
Unfortunately, or fortunately, there are no ready-made, universal recipes for creating viral advertising for YouTube, otherwise everyone would create it. But there are some aspects to making commercials “infectious”.
What makes a viral Youtube video different
Thousands of hours of video are uploaded to Youtube every day, and in order to stand out in this array of visual information, and even with advertising content, you need to come up with something memorable.
For users to start sending each other links to the video, it must be emotional and catchy. The viral effect turns on only when something surprises, amazes and touches people.
To create a viral video you need:
- wow effect;
- an original plot with an unexpected ending like in a joke;
- event demo;
- and something that will generate heated debate and discussion.
Any emotionally charged video that evokes strong feelings also has a chance of becoming “contagious.”
It is noteworthy that the brand does not appear in the leading roles in viral advertising, and a video with an overt and excessive advertising message is unlikely to become “contagious.” Sometimes such videos are not perceived as advertising at first, and the brand is mentioned in them only in the end.
Take a look at a few viral ads for example – the brand acts as a condiment for entertaining, surprising and humorous viral content.
How to make a viral YouTube video
Based on these postulates, think about what components can be associated with the brand so that they are associated with it. Reflect on what might hook your target audience and generate strong emotions.
Also, keep a close eye on what is happening in the world and in the country. Sometimes a viral advertising video can be created by linking to acute social, political and sports events.
Of course, study the experience of companies that have managed to shoot a viral video to promote their products. It’s not worth copying their ideas. Reflect on why their video was able to create a viral wave and generate thousands of shares. How were they able to hook their audience?
The main thing in viral videos is the original idea, not the quality of execution. Many viral videos have been filmed on smartphones without a promotional message.
You can spend money on creating a video, and as a result it will not become “contagious”. And at the same time, to shoot an inexpensive video with an original idea, which will suddenly “go viral” and glorify the company. So, rely on creativity, ideas and original script, not on technical nuances and budget.
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If you want, you can shoot a viral video for free. In the world of advertising viruses, ideas are much more important than money, although, of course, serious financial expenses are required to create videos with a complex plot and many special effects.
Rule of the first seconds – grab attention right away
Given the number of videos posted on YouTube, it is important to highlight the video in the visual stream.
What matters is how the video starts. Like a pop music hit, viral ads should grab the audience’s attention from the very first seconds. If you do not intrigue the viewer in 15 seconds, he will simply turn off the video, or go to another video. The content finale should be just as impressive.
A viral video should have an original, catchy title, an intriguing description and a bright splash screen.
Properly selected music is also important for viral videos, which can be cheerful, danceable, romantic, etc.
How long should a viral YouTube video be?
Unlike TV ads, viral videos don’t have to be short or 30 seconds long. The length of the content varies from 1 to 3 minutes. Sometimes videos become viral and longer in time. The promotional video for the travel search engine Momondo – The DNA Journey, which went viral in the English-speaking world, is over five minutes long.
Also, keep in mind that many YouTube videos are viewed on mobile devices. Therefore, the video must be adapted for ease of perception in this format.
How to Promote a Viral YouTube Video
It is important not to get lost in such an abundance of videos. Leave video links on social networks, websites, blogs and forums. You can also contact special agencies for the promotion and distribution of commercials on the Internet, but this will not be a free option.
To popularize the video, you can also contact influencer bloggers to advertise it, but this will also require some financial investment.
When viral videos reach their peak
As a rule, videos become viral in the first two to three days after being posted. These days, the number of their views is growing at a gigantic pace. Further, the growth of views and reposts slows down and after two weeks it becomes imperceptible.
For viral YouTube videos, the main thing is to get into the Trending section. Getting into this section itself increases the number of video views.
You need to carefully study YouTube video analytics, which is provided to all registered users who post videos. This will allow you to assess audience engagement, watch time, number of likes, comments, reposts, etc.
When to post a viral YouTube video
Fact – the bulk of video views are made by office workers who devote part of their time to watching videos on YouTube.
Therefore, it is not rational to post viral videos on YouTube on weekends, holidays, and on days when some extraordinary events occur.
It is more efficient to post videos on Monday or Tuesday, on calm days, when nothing extraordinary happens, so that the army of office workers has time to watch them, discuss them and send them to their friends during a working week.
Things to Avoid When Making a Viral YouTube Video
It is important that the idea of the video is associated with the brand. Cause a wow-effect without connecting with the brand, trying to surprise, entertain or make viewers laugh is a waste of money.
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For example, chocolate makers Cadbury invested in a video featuring an actor dressed as a gorilla playing drums. The ad was fun and potentially viral, but because it had nothing to do with chocolate, it turned out to be a flop.
Examples of viral ads
An example of viral advertising based on the wow effect and the principle “are you weak?” was a video of the Swedish concern Volvo with Jean-Claude Van Damme sitting on a twine between two cars. Thanks to an original and potentially dangerous stunt, the video gained millions of views and reposts and spawned a lot of parodies, although not all viewers remembered between which cars the ageless Van Damme sat on the twine.
On the same wow effect and amazement, the Dove video “Evolution” is based, in which an unremarkable woman turns into a glossy beauty in a minute, looking at us from an advertising billboard.
A striking example of a touching viral ad that has garnered tens of millions of views was a GoPro video in which a firefighter rescues an unconscious kitten from a burning house.
The virality of the commercial for the Evian mineral water with dancing babies, whose reflections are seen in the mirrors of the city space by adults, is based on the same touching effect of emotion.
Few people knew about the blender company Blendtec until they shot the viral “Will It Blend?” In this video, the founder of the company, Tom Dixon, decided to use a blender to grind an Apple iPad. The shock effect of this choice quickly made the ad go viral and the company became famous.
The commercial of the company “Foreign language courses in Balashikha” went viral on a national scale thanks to an anecdotal plot. In this video, a Frenchman who happened to be in Balashikha in his native language offered a slightly drunk local girl to marry him and leave for Monaco, but she did not understand him due to her lack of knowledge of French.
The video of the Sibirskaya Korona beer brand with the participation of actor David Duchovny was able to go viral due to its strong emotional component, a sense of national pride and patriotic orientation. To the music from the song of the Kino group – “A Star Called the Sun”, this video plays out the story of what would await this famous American actor if he was born in Russia.
You can continue to give similar examples. Some of these videos required serious investments, others were filmed with a minimal budget (such as the video “Foreign language courses in Balashikha”). But they all show that only something creative, amazing, funny and extremely emotional can go viral. With slogans like “best value for money”, “viral” glory will never be achieved.
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Author: Exiterra.com Digital Agency