Nowadays everyone wants to grow their online presence and exposure. Nowadays everyone wants to be a part of the "online sensation." Nowadays everyone is posting a blog, creating a Facebook group, and adding a Twitter account. But, nowadays your blog is just another one among billions. So how do you differentiate yourself from the others in a cluttered cyber universe? The answer is viral.
We all know about viral videos, games, photos, websites, etc . . . They catch like wildfire and within a week a page can go from 100 views to 10 million. But what elements cause something to go viral? If everyone could make something worth being viewed 10 million times everyone would. However, if you examine most internet sensations, you can simplify viral phenomenons into 3 simple categories:
1. Shocking
A shocking video usually generates traffic on any site. Whether its because of violence or absurdity, if it surprises people, especially if it is unscripted (or semi-scripted such as a flash mob), they will be drawn to it. While most businesses would not want to draw traffic for a "shock" video, for some companies, this might be an effective way to bring your target demographic to your site. However, many consumers can be turned off if you choose the wrong type of "shock." A scary video that makes you jump at the end might be good for a movie company, but if your a financial planning firm, shocking your potential customers might not be the way to go.
2. Humor
Humor in viral videos can be achieved in many ways. For the internet, the most popular videos tend to be awkwardly funny. Unless they are highly scripted and situational (which usually means you have a decent budget), awkward videos are a great way to make people laugh, get your brand recognized, and avoid blowing your budget. Maybe your video is an awkward customer being helped by your friendly employee but the customer is so awkward it is humorous. You could make the video a confusing everyday situation or just a really strange combination of things in a photo that somehow work together. The key is making sure it is outrageous. If you keep your humor within reason it will not go viral online.
3. Sentimental/Cute
Sentimental videos are very difficult to achieve viral status with for a business. Most cute/sentimental viral videos are of kittens cuddling with dogs and disabled individuals accomplishing incredible feats. While those can be inspirational, they usually lack production and the intent of generating brand recognition for a company, outside of the healthcare industry. However, if your a financial or insurance company, or in another similar industry, you can create a sentimental video targeting your demographic. While youths tend to be less interested in sentimental videos, more mature citizens - who are now more active than ever on Twitter, Facebook, and YouTube - will value a well produced and written video that associates your company with their emotional concerns.
Marketing your company through an internet ad on your website or YouTube could be a great way to boost traffic if you can pick a theme and style relevant to your business. Remember though, if you miss, MISS BIG. A big miss has a much greater chance of generating traffic than a conservative miss, which will get lost among the masses online. And, if you miss big, you will still generate traffic, if for no other reason than curiosity.
While there are many other aspects involved in designing a viral video, these three categories are the basic types of videos that go viral. Just make sure when making a viral video you understand what you are going for and go BIG. If your going for a sentimental appeal, really try to draw on people's emotions. If you want to make people laugh, make sure they're in tears. If you want to shock people, make sure they jump out of their seat. No one forwards a video that makes them slightly chuckle. But a properly designed viral video can boost traffic to your website and ultimately boost your name recognition and sales.
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