Of course you want your videos to go viral. Every videomaker, business, and marketer wants their videos to go viral. The thing is, it’s not that easy, nor is it simple. In fact, getting your video content to go viral is a lot like catching lightning in a bottle.
There are a lot of people out there creating great content that doesn’t go viral simply because of timing, or some other variable. The point is that going viral isn’t a very realistic objective, but that doesn’t mean that you shouldn’t always try to make videos that have what it takes to do it.
You can, and you should, and as NY / NJ video production pros, it’s always on our minds. So, we thought we’d pass on a few of the traits that we see in almost every video that bottles that lightning and goes viral so that you can give it your best shot.
There’s a purely visual appeal.
Yes, video becoming the go-to source of content for practically everyone has its advantages for videomakers, marketers, etc., but it also means that more people are watching videos in more places and under a much greater variety of conditions.
People aren’t just watching videos on a big screen in a dark room with the volume blasting anymore. In fact, they’re seldom doing anything like that with video content nowadays, and far more often than that, they’re watching it on their phones while on the go.
What does all that mean? Well, it means lot of things, but for immediate purposes, it means that people are increasingly watching videos on mute, whether they choose to or it’s a matter of circumstance and/or convenience.
That’s why viral videos tend to be able to function without sound, and why you need to make content that can be understood without the guidance of sound to find any type of success, much less to go viral. To do that, you’ll need to do much more.
The impact that your video content can make solely from a visual standpoint alone has to be pretty significant and memorable to have any shot of going viral, and for some tips how to do that, check out this post, Tips for Hooking Viewers into Your Videos Without Sound.
They’re inventive and unexpected.
We know. It sounds easy enough. Just go out and create really original videos that set themselves apart from the rest. Do that, and they may just go viral, but isn’t that always at least a part of the mission?
Of course you want your videos to stand out from the rest, but the thing is that there are still so many brands and videomakers out there either talking solely about themselves and what they do in their videos or just trying to copy other creators who are finding some success, and these aren’t the people making viral videos.
It’s not that evaluating the competition and getting a feel for what’s working for them isn’t a good idea. It absolutely is. It’s just that, even if you’re trying to copy another viral video, why should you expect yours to follow suit? It’s already been done.
As far as creating videos in which you just talk about what you do and how you do it, take it from us as longtime NY / NJ video production experts, that approach doesn’t tend to lead to much success at all these days, so you can forget about using it to go viral.
Instead, you need to do everything in your power to make highly original video content that gives viewers something they weren’t expecting, something the others don’t offer. Again, we know that it’s easier said than done, but it has to be part of the plan if you’re even hoping of going viral.
They have a sense of urgency, humor, and/or imagination.
To get people to share your video enough to go viral, it needs to make some kind of emotional connection, the more positive the better. That’s why trying to create content that appeals to the viewers’ senses of humor, urgency, and/or imagination is such a good idea.
Now, you need to have a firm grasp of the particular people you’re trying to reach with your videos to do that. You’ll need to know what kind of content will likely feel urgent to them, which kind will make them laugh, and which will bring their dreams and fantasies to life.
Relax. You don’t have to do it all at once, and these aren’t the only emotions you should strive to appeal to when trying to create videos that go viral. They’re just some of the ones that some of the more successful viral videos of the past have been built on.
It’s no surprise. After all, who doesn’t want to be the one who passes on a video that a relative would appreciate being made aware of right away? Who doesn’t want to be the one who shares the funniest video anyone’s seen all week, or the one that blows everyone’s minds every time they re-watch it for the next month?
Those are the kinds of reasons that get people to feel compelled to share, and when people feel compelled to share, things start to get around quickly. If it’s quick and contagious enough to go viral is another story, but appealing to those senses will definitely help.
Shoot for the stars…what’s the worst that could happen?
Again, while you should always try to create the most original, unique, inventive content possible, it helps to check out some of the videos that have managed to go viral to get a feel for the reasons behind their success.
Sometimes, you’ll find that it was purely timing and that the content itself doesn’t have much to teach. Other times, though, you’ll spot patterns or elements which you can fold into your own production.
We recently reviewed a few viral videos to see what made them click and you can check out that post here, What We All Can Learn from Some Recent Viral Videos, but just remember that the best you can do is try to make viral videos.
Worse comes to worst and you’ll be left with a highly original, visually powerful, emotionally effective video that didn’t happen to go viral. That’s not a bad thing to have either.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a commercial, corporate video, or a feature film, etc., at KVibe, we create to inspire.