While every business or individual using video production to promote themselves or their brand understands the value in a video going viral, few understand what that means or what it really takes for that to happen.
There’s no surefire way to hardwire a video so that it’s guaranteed to go viral, but there are some things you need to do so that it has a shot, at least.
However, this post isn’t about what you need to do to make your video go viral, but what you need to stop doing and believing, because there are still a lot of myths out there about viral videos.
Take it from us as longtime NY and NJ video production vets, it’s not easy to get a video to go viral, but it’s impossible to do so if you’re still buying into the misconceptions and tall tales being told about going viral.
1. It’s best to just leave your brand or name out of it.
One of the biggest myths surrounding the viral video is that the content should be solely about captivating the audience and evoking a genuine emotional response, and any promotional elements should be left out of it.
Many people think it’s best to leave any kind of brand tie-in out of their videos altogether. They put all their focus into tugging at the heartstrings, getting a laugh, etc., with the hope that that’ll be enough to spread the word about who they are and what they do
However, we’ve been in the NJ and NY video production business long enough to know that we’ve reached a point where the audience now appreciates authenticity and transparency more than ever before, whether it’s a commercial or corporate video production or something else.
They don’t mind learning about you and your brand as long as what you’re telling them is honest. In fact, audiences will appreciate the chance to gain a better understanding of what you or your brand is all about.
The point is, a video doesn’t have to be void of any discernible connection to your brand to go viral. As long as you’re authentic, viewers will likely feel a closer connection to your brand, and that means something.
2. Babies, animals, and/or hilarity are your only options.
It makes sense; when you think about the viral videos you’ve watched over and over, they probably contained at least one or some combination of the elements mentioned above.
However, that doesn’t mean you absolutely need to design your video productions to include this kind of content in order for them to go viral.
The truth is, it’s all about generating a genuine emotional response, and it just so happens that adorable babies or kittens doing silly things are typically quick ways to most people’s hearts.
But if that kind of content doesn’t fall in line with your brand identity or with the other kinds of content you create, trust us as NY / NJ video production experts, you don’t want to force it into your strategy.
Personal triumph stories, in corporate or commercial video production, for instance, tend to evoke strong emotional responses from viewers, strong enough to share them, and they don’t have to have anything to do with babies or kittens, or even with being funny.
So as long as you create content with the intent of immersing the viewer in your videos and evoking an emotional response, whether it be a laugh or a tear, then you don’t need to drive yourself crazy trying to force babies or kittens into the equation.
And it’s okay to lean toward dramatic over funny. While comedy works, you can also risk alienating certain parts of your audience by taking that route.
3. They must be short to get shared.
As a NJ and NY video production company that’s been in the business for a long time, we can tell you that the most rampant myth surrounding viral videos is that they have to be short, like really short, to have any chance of going viral.
However, studies have shown that certain audiences crave longer content, and that there may be more patience for it than you may have thought.
It just depends on the type of video content you’re creating. No one wants to see a 15 minute product demo video, but if you put a lot of time into creating longer content that will be truly helpful or of particular interest to your viewers, they’ll stick around for it.
The truth is, with shorter form content, it can be difficult to evoke the kind of emotional response it takes to get people to start sharing. It’s not impossible; it’s just that, with longer content, you have more time to make the viewer feel invested.
So don’t throw away the idea of longer content when designing your video productions. Just remember that, when going the longer route, you need to use that extra time to get the viewer invested in the content and characters in order to keep them immersed throughout.
Going viral is like catching lightning in a bottle.
The bottom line is, for a video to go viral, a lot has to fall in place. It’s not just about what you do on your end, but about your audience, where they receive the content, and when.
However, that doesn’t mean you should just operate on a wing and a prayer. You need to do everything in your power to ensure you’ve given your videos the best chance of going viral.
And that means you can’t buy into the myths surrounding going viral, and there are more out there than just the ones included in this post.
It comes down to evoking a genuine and intense emotional response from your viewers and, in order to do that, you need to gain a firm understanding of their preferences, likes, dislikes, etc., and that takes work, but trust us, once they start sharing, it’ll all be worth it.
About KVibe Productions: A leader in NY and NJ video production for years, KVibe offers the full package of video production services. Whether you need a web promo video, a commercial, a corporate video, or a feature film, KVibe will take you every step of the way from development through distribution, and we create to inspire.