What makes Internet video spread like a pandemic? What do the most watched viral videos have in common? It's the fact that they touch our emotions. Think of any new web video you have sent or received. If it was a good viral video, you likely experienced a strong feeling accompanied by some sort of physiological or behavioral change while you watched? Your jaw dropped, you cringed, you cried, you smiled, you gasped, or you laughed out loud. This bodily reaction triggered by an emotional stimulus is mostly what gives these videos such traction.
We've all seen videos with fluffy animals doing something cute or slow-witted humans doing something compromising. These get passed around the Internet mostly as a diversion. This narrative addresses how to perform the possible enterprise benefits of having your brand connected with a "must see" video that captures the hearts and minds of viewers and leaves them feeling so good about you and your products or services, that they have a fever to tell others.
In increasing to experiencing the serendipity of capturing a magical moment or in fact working purposefully to perform a inescapable level of output value to elicit emotions, what else can you do so people will find your video and get your message?
What emotion do you want to elicit? Humor, Pity, Fear, Compassion, etc. Pick one and be sure to focus all you do during the output process on driving the viewer to that emotion.
It's not easy to produce an obviously staged video and have it be respected and watched. Your best bet is to at least start with decent quality output values. This means the writing, directing, acting, and all technical aspects such as camerawork, lighting and audio all have to be good. A few small things can make a big divergence (e.g. - compelling writing, where you position the camera, which microphone you use, lighting for effect, timing of edits, etc.)
You wouldn't hire an orthopedic surgeon to perform coronary bypass surgery. Sure, he or she may have done a cardiac rotation and could try to do the heart surgery. Wouldn't you rather have the feeling of confidence that comes from knowing your heart surgeon went to medical school to be a heart surgeon, spent years of residency under the tutelage of other familiar heart surgeons at a hospital that specialize in heart surgery, then, before you, he or she performed thousands of victorious heart surgeries on other happy patients? It makes much more sense to hire the right trained, experienced expert for the job. The same is true for video.
Emotion plus request for retrial -- the right Potion. In increasing to achieving a inescapable level of output value, you must then get lots of people to find your video to get your message. Also emotion the other key ingredient is motion. Many sites host web video: YouTube, Revver, MetaCafe, etc. YouTube is most accessed and therefore most important for spreading viral videos. Then you must work to originate immense movement among the varied on-line channels of transportation - email, blogs, group media sites, comments on video sites, etc.
It may be a good start to ask your family, friends, and Facebook fans to take a look and pass it on. But after that, your video must stand on its own merits.
Basic tips for achieving the best possible results with your viral video:
- Keep it brief - close to 30 seconds is ideal, but no more than 3 minutes. People's concentration spans are very short. Also, a shorter video loads into the video player faster and will keep viewers from bugging out while waiting to view your video.
- Use a expert producer and output crew - or, at least, consult with a pro willing to give you advice. Though people are quite forgiving of Internet video quality because the approved has been set so low, you send a subliminal message about the level of professionalism you are willing to accept. They'll wonder, "For what else are you going to take shortcuts?"
- Avoid production it an outright ad. Sophisticated viewers see right straight through any ploy to push products in their faces. You can gracefully position products within the story and in fact leave them feeling good then end on your logo. "Brought to you by..."
- Appeal to sex and other emotions. Philosopher and Psychoanalyst, Erich Fromm said, "A vast sector of modern advertising... Does not request for retrial to imagine but to emotion; like any other kind of hypnoid suggestion, it tries to impress its objects emotionally and then make them submit intellectually." And, actress, Ingrid Bergman said, "No form of art goes beyond ordinary consciousness as film does, straight to our emotions, deep into the twilight of the soul."
- Spread the word straight through numerous sites and methods. You want people to StumbleUpon your video Digg it and find it Delicio.us. Go to all the share sites you find and tell them about your video. Write articles about your video and post them everywhere. Send a press release and call the local media... Find a hook and tell the world.
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