Getting a video to go viral isn’t easy. In fact, it’s like catching lightning in a bottle. You can take measures to try to get your video content to go viral—and you should—but nothing is guaranteed, and timing has a lot to do with it.
To learn about some of the things that most viral videos have in common, check out this post, Some of the Traits That Almost Every Viral Video Has in Common, but today’s post isn’t about going viral, but what to do if you’re lucky enough to do it.
After all, because going viral is not a realistic goal, chances are that you have another primary mission for your videos. So, as veterans of video production in NY and NJ, we thought we’d pass on some tips we’ve picked along the way for getting viral viewers to take that next step, whatever it may be.
Tap into an existing phenomenons & conversations and make them your own.
Some viral videomakers just have a knack for folding some of the most popular parts of internet culture into their video plan so that they can ride the wave that’s already in motion. It’s a wise strategy and can definitely help to get more views.
However, the key to riding that same wave to convert viewers rather than to just get them to watch your video is coming up with a clever way of making some kind of connection between the popular internet phenomenon or ongoing conversation and your own identity and mission.
To get an idea of what we’re talking about, just take a look at the Squatty Potty ad created by viral-video gurus the Harmon Brothers, which took the unusually popular internet phenomenon of unicorns going #2—why that’s a phenomenon we have no idea—and applied it to their product video.
In the process, they made the content a whole lot less gross, considering the product is a toilet accessory stool, and also added a ton of humor. As we know, humor is one of the keys to going viral, but you can bet that it was the clever connection with the nature of the product itself that led to conversions.
The point is that simply taking advantage of some hype may help to get more people to watch your video, but getting them to take the next step after that is a whole different ballgame, and it will be all but impossible if you don’t tie the existing buzz into your specific mission and message.
Always ask yourself the right questions.
Like mentioned at the top, timing is key to getting a video to go viral, which means that going viral simply cannot be your primary mission. Should you do everything you can to design your video to do it? Of course, but again, it’s not a realistic goal.
A realistic goal is creating some awareness about you or your product or mission, generating leads, getting the people you’re trying to reach to engage more, building some loyalty among them, converting viewers into customers, etc.
So, no matter how wild the concept you’ve dreamt up is, no matter how funny nor eye-opening you believe it to be, you always have to ask yourself if it will ultimately help you to accomplish your central mission.
That may be getting viewers to download something, fill out a form, like your Facebook page, purchase a product, follow a link to a page or more content, tell their friends about what you do or offer, etc.
The bottom line is that the wildest and craziest idea may help to get your video enough views to go viral, but if it doesn’t ultimately help you achieve your primary goals, then take it from us as longtime NY / NJ video production pros, it won’t do much for you in the way of conversions.
Think more personality projection than hard sell.
Now, even if your central mission is to get the viewers of your video to make some kind of purchase, if you take a purely promotional approach to the process, then you’ll never have any chance of going viral, much less making the kinds of conversions that come with it.
Videos don’t go viral by being salesy and selfish. Yes, you might attract some viewers who are in dire need of what you do or offer or who already have some type of relationship with you, but you won’t get nearly the kinds of views it takes to go viral.
That’s why it’s so important to do everything you can to ensure that your or your brand’s voice and personality permeate every second of your video content without actually coming outright and trying to sell anything.
It’s not easy, but it’s imperative. Again, even the craziest concepts won’t lead to many conversions without tying back in with your central mission, but that connection doesn’t have to be so obvious.
In fact, when it comes to going viral, it’s the subtler the better. You don’t need to spend half your video talking about what you do nor how you do it. You just have to make sure your or your brand’s distinct tone and attitude shines through at all times.
For some tips on how to go about doing that, check out this post, How to Ensure All Your Videos Have Your Voice, but just remember to try to stamp your personality and voice onto your video rather than trying to explain what you do and how good you do it.
Do what you can.
If you’re lucky enough to get your videos to go viral, the sky’s the limit. It’s just that there’s no real tried-and-true way of doing it. Yes, it takes content of a certain quality which can make a real impact, but it also takes good timing and fortune.
You can, however, design your videos to entice or inspire viewers to take that next step. You’ll have to give them a sense of who you are and what you’re all about to do it, but you can do it.
That way, if you do miraculously end up going viral, you’ll know that all those new viewers watching your content won’t be wasted, and that you’ve taken measures to ensure your video does all it can to push them to take action.
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.