Anyone trying to use video production to connect with people should know, by now, that in order to do that you need to start thinking a little more creatively. There’s so much competition now and audiences have a ton of options, so you may need to rethink your strategy to make your videos stand out.
One way to start generating some ideas is to take a good look at some recent viral videos to see if you can gain a better understanding of what made them work and which aspects you may be able to fold into your own plans. It’s often just a case of great timing, which is an art in itself, but there’s always something to be learned.
And as a NY / NJ video production company, we’re always looking for new ways to connect with our audiences, so read on to learn what we’ve learned from some of the recent, more successful videos.
Ride the wave.
You’ve probably seen at least a few of these videos from SketchShe, but these three didn’t just happen to be singing in a car one day with a camera rolling. They’re comedians with a clear interest in creating other kinds of sketch comedy videos, but the lip-synching thing took off and the threesome wisely stuck with it.
There’s no surefire way to guarantee that your videos go viral. There are a lot of moving parts that have to align and the importance of timing cannot be overstated. So, the lesson? If you manage to find a formula that works or gets you close, it’s critical that you keep at it.
And while sticking with what works sounds easy enough, the truth is that a lot of people who create viral videos are surprised to see their content take off and, sometimes, the reasons the content went viral may not factor that heavily into their future video production plans.
It may also be that the video creators have higher ambitions and/or different aspirations like the SketchShe crew, the point is, no matter what your future plans are, if you create a video that really takes off, try to figure out why and then keep at it.
Don’t abandon the formula you found or even stumbled on just because you had some other ideas in mind. Instead, try to keep giving the viewers you’ve acquired what they want and, hopefully, that’ll eventually open the doors for you to be able to what you want to do with your videos.
Encourage and support your followers and fans.
It’s obviously a little different for GoPro, considering the brand itself is centered around a camera and video, but that doesn’t mean that there’s not plenty to learn from them and other brands like them, no matter what your objectives are with your own video production.
GoPro isn’t just known for their original videos, but also for inspiring their fans and followers to create and share their own videos featuring the product, and to tag the brand when they do so.
Disney behaved similarly in their marketing for the new Star Wars film, not only creating their own awesome videos but encouraging fans to do the same and then supporting them when they did so.
The point is, no matter what you’re trying to sell or promote with your videos, if you can get some of your passionate fans and followers to start creating their own related content about it, you’d be surprised by how much that can help in terms of connecting with new potential fans.
The key, again, is to not only encourage the creation of videos from your fans and followers but to share and support those videos and engage with their creators. Hopefully, you’ll be able to start forming a loyal community around your, and their, video content, and take it from us as longtime NY / NJ video production pros, that’s a win-win for everybody.
Creatively reinforce your mission and message.
Businesses and marketers have been so worried about being too promotional with their content lately that many make the mistake of forgetting to brand their videos altogether, and no matter how memorable your videos are, if viewers don’t connect them with you, then what’s the point?
Adidas’ video content is a great example of staying focused on brand identity. Rather than trying to jump on any new trends, they stuck with their core message. Now, having the help of world-famous athletes never hurts of course, but again, the lesson remains.
You obviously need to have a firm idea of what the viewers that you’re trying to reach want and prefer, but you also need to have a firm idea of who you are so that you can create videos that speak to that, consistently.
Yes, you can try to get in on the “cutesy animal” video trend or another like it, but the bottom line is that if it doesn’t align with your established identity and message or with the message you’re trying to send, then it’s probably not the best idea.
Going viral isn’t easy…
As you can see, there’s always plenty to be learned from videos that managed to go viral because, while timing usually has a lot to do with it, there’s more to it than that. It’s truly like capturing lightning in a bottle, so when you come across content that did it, it’s important to try to understand why and how.
That way, you can try to replicate its success, and look at it this way, even if you don’t end up going viral, it’ll still help you to create better video content.
So, we hope this post helped and remember to keep your eyes open for new viral videos as they emerge and, when they do, see what you can learn from them.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, KVibe can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., KVibe creates to inspire.