Everyone knows there’s value in video production in virtually any industry now, but they’re all still trying to figure out what, exactly, separates the duds from that universally sought-after viral hit.We’re in an era flooded with media and digital noise. So, it’s hard to see through all that to determine what will catch on and what will fall flat. That’s why it’s important to look deeper into why a video works, internally.
There are a lot of ways to increase traffic to your site through your video and grow your web presence through search engine optimization techniques, and you can check out KVibe Productions’ sister site Climb The Search for a rundown, but SEO isn’t what we’re talking about here.
Forget all the technical jargon, for now. For a video production to have a chance at going viral, you need to get into the frame of mind of the intended audience.
With all the success online video marketing has brought to companies in recent years, there has been an increased interest into the psychological motivations behind it.
So, let’s take a look at what some of these recent findings can tell us about what needs to start firing off inside the audience’s brain in order for a video to experience that viral explosion.
Curiosity kills the cat, but it also fills the gap.
People love to connect the dots. They get a sense of satisfaction from it, no matter the nature of the material. That’s why it can help to create gaps and generate curiosity.
People love the rush of successfully getting to the bottom of something, so you can leverage that innate desire by holding off on the payoff. Do whatever you can to create gaps in information and to foreshadow its future delivery. This will, at the very least, give you a better shot at keeping them watching until the end.
That natural desire in people to connect the dots is also the reason that a video which somehow connects with a trending topic, can be so successful, and so contagious.
If you do some research into what stories your target audience is interested in, you can think about how to craft a video production that somehow relates to that topic, as well as your company or industry.
Also, you can tap into the inherent benefits of the audience’s curiosity right from the get go. When creating a title, try to think of what emotion the audience will most likely expect to experience when they click on it.
That may be pleasure or joy or surprise, but no matter what, you want to craft a title that creates an emotional expectation. If you find your does not, you may want to rethink it.
The point is that the emotional appeal should be designed so that it can work in conjunction with these biological truths above. That way, the audience’s natural inclinations will be enhanced by their sudden emotional investment.
Provide social motivation.
Social media sites have their ups and downs, providing a giant platform for vanity being one of the downs, but their value is undeniable. So, let’s go over some things that can be beneficial for you to keep in mind when setting out on your video production.
First off, who doesn’t want to be the person in the group who finds that incredible video about how to tackle some issue you and your group of friends all deal with on a regular basis?
If people watch your video and come away with the feeling that your products or services will be useful to their friends or family, they’ll want to share it. Or, if it simply helps them connect with friends through their shared passions, they’ll share.
We mentioned, earlier, the benefit of playing connect the dots and creating a video that’s somehow related to a current hot topic. That concept also provides social motivation, as viewers love to be the one to pass on the latest news about the trending topic.
Then, there’s that vain aspect to the whole thing which, although endlessly annoying, can fortunately be used to your advantage. At least some good can come out of it.
You can appeal to that inherent vanity by creating a video that says something about the viewer. If someone feels that they can use your video to demonstrate their own knowledge, authority, or some other aspect of their personality, they’ll pass it on and, hopefully, on and on and on.
Cater to emotion and instincts.
Think about it, a viral video is simply one that’s seen and shared by a lot of people in a short amount of time. That means that people have to feel compelled to literally stop what they’re doing to share your stuff, not their stuff, yours.
That’s simply asking a lot of them. Therefore, audiences are asking for more in turn. Getting someone to feel compelled to do anything is hard, much less share your video. So, you have to earn it.
If people want to connect the dots and satisfy their own curiosity, don’t argue with their instinctual yearnings. Just put in the time and effort to ensure your video production will afford them with those opportunities.
Infuse your video with reasons for people to, instinctively, want to watch until the end, and provide them with enough emotional impact so that they feel they simply must be the one that tells their friends about it.
If you can find a balance of the biological factors and the more universal emotional elements, you can give your video a good shot at catching on and becoming contagious enough to go viral.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.