We all want our videos to go viral. We all want everyone who watches them to immediately feel compelled to share them with their friends and family so that they can experience what the viewer just did.
However, that doesn’t mean there’s any surefire way to create a video so that it’s guaranteed to go viral. Going viral is like catching lightning in a bottle, and it’s often the smallest detail that separates the video that takes off from the rest.
But why? How can one little detail make on video very shareable and another completely forgettable?
Well, we’ve been in video production in NY and NJ for a long time now and we’ve created everything from commercials and corporate videos to music videos and feature films, so we decided to dig a little deeper into what truly motivates viewers to share video content.
The more intense the better.
First and foremost, getting people to share your videos is all about emotion. If you fail to evoke any type of meaningful emotional response, your video stands no chance of being shared.
From there, the best bet is to aim for a positive emotional response. However, we’ve worked with a lot of companies in our time doing corporate and commercial video production in NY and NJ and we know that, sometimes, going for a positive tone isn’t necessarily the best idea, whether it’s the industry you’re in, the target audience, etc.
The truth is that while aiming for an uplifting and/or funny tone tends to work out best, if the videos aren’t that funny or uplifting, you may be better off striving to achieve a more somber response anyway.
Because when it comes to getting people to feel an urge to share your video content, it’s not just about eliciting an emotional response, but an intense emotional response, whether it’s happy, sad, or something else.
Yes, strong positive reactions work best, but the key word there is strong, not positive. The more intense the emotion, the better.
Sharing is driven by the viewer’s state and intentions.
A recent study conducted by Professor Jonah Berger of the Wharton School at the University of Pennsylvania has shown that the viewer’s state of physiological arousal also contributes to he or she feeling the need to share content.
Berger had one group of students jog in place for one minute before going online and another simply rest. The results showed that the joggers were more than twice as likely as the resters to share information.
Why? Because they were physiologically aroused when they began the process and needed to release it in some way, and it’s not just the viewer’s state of physiological arousal that influences their decision to share content, it’s also their ego.
Studies support the notion that sometimes people share information because of how it will reflect on them rather than it being a result of how it actually affected them.
For instance, people often share articles on Twitter that they haven’t even read themselves yet. The material simply represents something that the sharer wants people to believe or wants to believe about him or herself.
People want others to perceive them a certain way, and they often build or enhance that identity through the content they share online.
Bribes and surprises work too.
It should come as no surprise that many people share content simply because of a promised offer of some kind if they do so. It could be a discount, a free entry into a contest, etc.
It doesn’t necessarily have to be a large or truly enticing offer either. Yes, the more the person could potentially get out of the deal the better, but free is free.
Think about it; it’s not like the viewer has to do all that much on their side of things in order to be the recipient of whatever you’re offering. It’s just about providing them with an added incentive.
Then there’s the element of surprise to consider. When people expect a video to go a certain way and it takes an unexpected twist, they’ll often want to share their surprise with others.
Whether you challenge certain common assumptions, share new ideas on old subjects, present the viewer with a somewhat startling fact or statistic, ask a controversial question, make a bold statement, etc., try to add an element of surprise.
Don’t mishandle the power of sharing.
The bottom line is, we’re at a point in time when social sharing has the power to topple governments and when big brands are spending billions of dollars on it.
And while sharing has a lot to do with people’s desire to build or strengthen relationships, it also has a lot to do with self-fulfillment, whether the intention is to shape one’s identity or to feel more involved in the world.
No matter the reason though, it’s in your best interest to use this information to get people to share your videos.
So, just remember, striving to evoke a positive emotional response is the best bet, but it must be intense, and you need to consider the viewer’s state and their intentions. From there, you may want to think about adding some type of incentive in the way of a discount, special offer, etc., as well as an element of surprise.
About KVibe Productions: A leading film & video production company in NJ / NY, KVibe offers the total package of video production services. Whether it’s a corporate video production, a commercial, a feature film, etc., KVibe creates to inspire.