No matter what you’re trying to accomplish with your video content nor the particular audience you’re trying to reach, going viral would be a big deal. It’s not easy, but if it happens, it can open a lot of doors.
The thing is that going viral isn’t just a bit of a challenge. In fact, it’s like catching lightning in a bottle. Being in the right place at the right time has a lot to do with it, which is why you can’t really make it a goal as much as just do everything you can to give yourself a real shot.
That’s why it helps to look at some of the videos that have managed to go viral to try and discern what they did right, and as NY / NJ video production pros, that’s part of our job. So, read on to learn what some of this past year’s top viral videos had to teach us.
Speak to a very specific group.
It’s kind of ironic when you think about it. Going viral takes a whole lot of views, which means you’ll need a whole lot of viewers, so it may seem like trying to make your video content appeal to as much people as possible is the smart move.
But the truth is that the videos that manage to go viral are the ones that cater to a very specific niche of people. They don’t try to please everyone, and that’s where the irony comes in. So, why do they do that?
Because a video has to appeal to someone’s unique interests, issues, tastes, concerns, etc., in order to generate the kind of response that’ll lead to it going viral. If the viewer doesn’t feel the content speaks to them and their circles, specifically, then they won’t feel the urge to share it.
Just take a look at Dollar Shave Club’s video content. It never tries to be something it’s not by appealing to a general audience and instead caters to very specific, well-defined group. How’s that working out for them?
Don’t be nearly as specific in terms of what you sell.
Depending on what you do or offer, it can be pretty tempting to just get right into the specifics when it comes to selling products or services. After all, if you really feel like what you do or offer has value, then that value should speak for itself, right?
Well, kind of. Yes, the value you present should speak for itself. It’s just that there’s more than one way to say it, and boring viewers to death with every little detail may not be the best approach in this day and age.
These days, viewers don’t just want to know how whatever it is you’re doing or offering is relevant and valuable to them. They also want to get some type of value out of the video content itself.
That’s why you need to try to genuinely interest and entertain the specific viewers you’re trying to reach. Don’t worry so much about selling anything specific as much as just getting them to laugh, cry, debate, etc.
From there, just make sure your voice and personality are stamped onto every video you create, but the bottom line is that you need to entertain as you get your info across. For more on that, check out this post, The Rise and Art of the “Infotainment” Video.
The timelier the better.
Now, if you’ve already managed to gain a large following like someone like Dollar Shave Club, then you have more of a foundation to start with. That will obviously make it easier to get the ball rolling when it comes to new video content.
But another lesson that some of the other recent viral videos can teach us is that when you’re still trying to acquire a decent amount of viewers in the first place, timeliness is everything.
Whether it’s a recent election, a trending news topic, etc., weaving those kinds of current events and conversations into your videos can go a long way toward helping your content go viral.
You don’t have to be too polarizing either, and in our experience in video production in NY and NJ, that’s not usually the best bet. Just making light of the topic, or even simply acknowledging it is often all that’s needed. The point is, try to take advantage of existing buzz any way you can.
Take some chances.
Like mentioned above, you need to try to speak to a very specific set of viewers with your video content in order for it to really connect, but the thing is that in order to do that, you’ll need to risk alienating other viewers.
But that’s a risk worth taking, and that leads us to the next lesson we can learn from this past year’s viral videos. You need to be willing to take some calculated chances with your content in order to give it any shot at going viral.
Video viewers have too many options now, and too many potential distractions to have to deal with. So, you’re better off being a little more experimental pertaining to the kind of content your create.
Now, you never want to go so far as to alienate a part of your target audience just to reach another, nor should you strive to be too controversial or edgy. There’s a difference between taking smart chances and simply being irresponsible.
But no run-of-the-mill video that plays it safe every step of the way ever goes viral. Viewers won’t feel very compelled to share content that doesn’t take any chances to separate it from the rest.
All you can do is try.
Remember, the stars practically need to align to get a video to go viral. At a certain point, it’s just out of your control, which is why you can’t make it your objective when creating video content.
But that doesn’t mean you can’t try, and try you should. Because the harder you try to make a video worthy of viral status, the better, and hopefully, more shareable the content will ultimately be. And viral or not, that’s the right kind of content to have.
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.