Going viral is every marketer’s dream. Why? Because these videos are one of the best ways to promote your brand.
Viral content can become extremely popular overnight. However, not every piece of video you create will achieve this level of grandeur.
Viral videos are a whole new thing. Generally, this type of content is entertaining and educating but what makes a video go viral is the excitement it generates.
The more engaging and exciting it is, the more shareable it will become.
Having a viral video can be your secret weapon to increase your brand awareness and power up your customer lifecycle endeavours.
To go from viral zero to viral hero, you need to know the basics of viral video marketing and the best practices to get your video content viral in 2020.
Without further ado, let’s dive right into it!
What is viral video marketing?
Viral video marketing is all around us, whether we notice it or not. Sometimes it’s in the form of a cute animal video or a celebrity doing a challenge for charity.
Regardless of form, viral video marketing is all about generating interest in a product through messages that spread faster than lightning.
In other words, viral video marketing focuses on sharing amazing content through specific channels for boosting lead generation.
A successful video will see the light of viral success when it’s attractive to your target audience.
If your viewers love your content, they will share it on social media and invite their peers to check it out.
As you can see, going viral doesn’t rely on you but on your audience and how much they liked your video.
While it’s easy in theory, virality is something that might take time to turn into reality.
Knowing which elements will make your video go viral will help you generate interest and promote your business development more effectively.
The anatomy of a viral video
When it comes to creating a piece of video content that gets millions of views, luck isn’t the only thing that will help you achieve that million-viewing goal.
Understanding what makes a video go viral is essential to rock your viral marketing strategy.
To succeed, you need to discover some of the best video marketing practices to come up with a trending video.
1. Evoke the right emotion
Emotion is and will be one of the most powerful elements to interest your target audience in your content.
Evoking the right emotion at the right time can boost your video campaign beyond expectations.
For brands like Coca-Cola, emotion has a central place in their video marketing strategy.
More specifically, their “Happiness Machine” video launched back in 2010 has acquired over 10 million views.
Why? Because Coca-Cola touches upon the feelings of joy and solidarity to intrigue viewers.
The success of this video wasn’t accidental, though, as it had the right amount of emotion to inspire viewers.
According to statistics, some of the most prevalent emotions evoked from content were awe, amusement and laughter.
As data shows, the more emotional relevancy a piece of content has, the more traffic and engagement it’s going to receive.
2. Use the right channels
Spreading your content through email marketing can be efficient as you’ll deliver your video right in your subscribers’ inbox.
If you aren’t using email marketing to spread your videos, you might be missing out on the opportunity to promote your content to your loyal audience.
Leveraging the power of a free email marketing service can give you the right tools to get started.
While emails will give you a cost-efficient channel to spread your video content, to go viral, you need to expand your reach.
Investing in social media platforms will increase your chances.
So, choosing the right channel will make a difference. If you haven’t found the one that suits you, try to focus on channels and strategies that will allow your audience to share and comment on it.
For instance, some of the fastest viral videos in 2019 were mainly on Facebook and Youtube.
Investing in a Facebook marketing strategy will allow you to leverage the power of the biggest video-friendly platforms around and help your viral marketing endeavours.
3. Find the right timing
Delivering a piece of content at the wrong time might reduce its success despite having the potential to perform magnificently.
As a process of trial and error, it might be hard to find the perfect timing to run your video campaign.
Nevertheless, listening to your audience and looking out for trends will give you an idea of when you need to run your video campaign.
For instance, when the ALS ice bucket challenge became viral, many companies created similar challenge videos to increase their brand awareness.
Companies that posted their videos during the peak of the trend got more views and engagement.
For Samsung, using their new water-resistant Samsung S5 phone was an excellent opportunity to promote it and donate for the cause.
Now Let’s See 7 Incredible Ways to Get Your Video Viral in 2020
1. Start with a compelling idea
A compelling idea isn’t always the easiest thing to find, especially when you are on a tight schedule.
However, finding a great idea is of paramount importance to stun your audience and set the viral gears in motion.
When it comes to originality, you need to come up with something that your competitors haven’t leveraged to boost their growth.
While consumers favour fresh content, there are still certain risks that you need to consider.
Fresh ideas might take a while to gain popularity, or they might even get criticised.
For brands like Volvo, using Jean-Claude Van Damme to demonstrate the precision and directional stability of Volvo Dynamic Steering was a first.
The innovative idea got more than 97 million views and inspired a new round of epic split videos that trended for quite some time.
For the world of the internet, no-one will forget Van Damme’s epic split and the entertaining fan content that came after it.
2. Study Current Trends
What you can do to save valuable time and offer your audience a quality video that will go viral is to study your competitors and the popular video trends and challenges.
After all, what the famous ALS ice bucket challenge taught us is that one video is never enough for your audience.
Replicating already famous challenges and giving them a new twist will excite your target audience and help you keep up with the current video trends.
For instance, with the new Star Wars movie, a new challenge circled social media, calling it the Ben Solo Challenge.
A small moment from the movie somehow took over the internet, motivating fans to create videos of the famous lightsaber scene.
For brands, this can be a new opportunity to provide your audience with new video content inspired by current trends.
Here’s an example from The Millstream Hitchin that gives the challenge a fun twist:
3. Create a high-quality video
Now that you have your new idea, it’s time to implement it. For that, you have to create a high-quality result that will awe your audience.
Quality has always been one of the factors that determine engagement, so neglecting to give your audience a fantastic video will result in poor performance.
If you want to create the best content, then you need to follow some of the best video creation best practices for better results.
Create an efficient thumbnail
Your thumbnail is the first thing your viewers will see when they discover your video.
Without an intriguing thumbnail design, you won’t manage to engage your viewers and get more views.
Instead of sticking with a generic image, try to create a design that will inspire clicks.
Simple, clear and easy-to-digest images will perform better. And if your video supports it, adding a face or a cute animal picture will work miracles for you.
Of course, you can always experiment with new images and even combine different elements for more engagement.
In this example from Ylvis’ viral music video, the musician combined a catchy tune with hilarious animal costumes.
Instead of a generic image, the thumbnail piques the viewers’ interest by showing the artist in a fox costume.
The end result was 926 million views, thousands of comments and an earworm tune that took days to pass!
Use a clean background
A clean background will allow your audience to focus on what’s important.
More precisely, when your video features a person, a distracting background may look tedious and reduce effectiveness.
Instead, try to find the perfect place to film your video or use everyday items like a sheet to create the illusion of a simple background.
For the “First Kiss” experiment, a video that went viral back in 2014, having a plain background was the best choice to focus the viewers’ attention on the people of the video.
The intimate moments and the beautiful music were in perfect balance with the plain background.
What this example shows us is that when your content is compelling enough, you don’t need any other fancy elements to support it.
Use all the video editing help you can get
Putting everything together will determine the success of your video campaign.
So, if you want to make an engaging video, you should try to find a video editing tool that’s easy-to-master.
However, make sure that the tools you choose always suit your needs.
Even a budget tool can give you a great result if used the right way and allow you to minimize video editing costs.
Of course, you can always contact a professional to help you turn your raw footage into professional videos.
Veedyou, for instance, is an excellent video editing service to help you set the viral gears in motion.
With the right tools, you can have a fantastic product, testimonial or explainer video to stun your audience and inspire them to share it.
Here’s a great example from Neofit Roller created with the help of the Veedyou team:
4. Invest in SEO optimization
Search engine optimization is also essential to nail your viral marketing strategy.
Whether your videos get clicks or not, you should always look for ways to improve them.
A/B testing video content is the first step to optimize your videos for higher conversions.
However, changing your thumbnail or your call-to-action isn’t the only thing you need to change.
Your title should also be among the first things you should optimize.
Getting quality links from websites to your amazing videos will help it appear higher in search engines and increase your views.
For example, in 2012, The Dollar Shave Club took the internet by storm with their new video “Our Blades Are F***ing Great.”
The video became a viral success with millions of people watching and sharing it with their peers.
According to data from Majestic SEO, the video was also an SEO hit days after its release, generating thousands of backlinks.
Furthermore, the video has managed to rank for short-tail keywords like “razor blades” beating razor giants like Gillette.
Gaining backlinks will make a difference and help you rank better in search engine results.
So, if you want to step up your viral marketing game, you shouldn’t forget to monitor your backlinks through a backlink analysis tool.
5. Pay attention to video length
The majority of videos that went viral have one thing in common.
If you’ve noticed, viral content is usually between 20 to 60 seconds long, and there’s a reason for that.
While your high-quality elements will capture your audience, without the appropriate length, your viewers might get tired.
This is even more clear if you think that a lot of viewers will watch and share your video through their mobile devices.
Compared to desktop, mobile devices have more distractions. A phone call or a text message can harm engagement and reduce the shareability of your content.
If you want to increase your chances of going viral, your content should be short, compelling and achieve its goal within a few seconds.
In a study by Wistia, videos that are 30 seconds or long can convert your audience better, minimizing low viewing rates.
If you combine your high-quality video with an original idea and the appropriate length, you’ll increase your chances of going viral by a lot.
For instance, let’s take a look at Old Spice’s Youtube channel. If you notice, the majority of their videos are between 10 to 60 seconds.
Surprisingly, their 13-second video has managed to get 1 million views in a week compared to longer videos.
As you can see, the power of short video length can be a powerful ally to boost your viral marketing endeavours.
6. Make the right collaborations
People love watching videos, especially when these videos show their favourite actors or singers.
Collaborating with a celebrity or a social media influencer will give your video content a considerable boost.
To get the most out of your collaborations, though, you should try to find people who will support your content and reflect your brand in the most optimal way.
Brands like Google, for instance, have created numerous videos that have landed millions of views.
One of Google’s most famous viral campaign was the one with Macauly Culkin in a parody of the “Home Alone” movie:
Google’s video was a hit because not only did it appear during December, a holiday month that’s associated with the movie, but it also had the real movie star.
With a unique video campaign that had the right amount of holiday nostalgia, Google nailed their video campaign and landed 3 million views in a breeze.
7. Plan the next step
To get the most out of viral marketing and meet your sales KPIs, you need to plan the next step.
Being able to handle the traffic and leverage it to increase your lead generation will give you a significant advantage.
Experience has shown us that when people discover something they love, they want more.
In this case, you should be able to deliver more content they will view and share without second thoughts.
However, there’s a minor problem. Experimenting with a new idea that’s not related to your viral video might not get you the traffic you desire.
Consequently, your second viral video attempt might sink.
While it’s hard to maintain a viral streak, keeping the feel and general idea of your viral video will help you create more content that will resonate with your audience.
Taking advantage of various social media reporting tools can also help you track the performance of your videos and pay attention to the type of content you need to focus on.
Brands like Old Spice have leveraged this tactic to generate millions of views.
Their first viral video, while bizarre at first, is among the most viral videos of all time with 57 million views.
After the success of the“The Man Your Man Could Smell Like” campaign, Old Spice has come up with more videos that incorporate the face-paced craziness of the first one.
The verdict? They went viral instantly.
Over to you
Going viral is necessary to supercharge your video marketing endeavours, increase your brand awareness and bring attention to your company.
To become part of the trend or to create your own, make sure that you find the best idea first, and then implement it in the right way.
Amazing video content will never stop trending and with the emergence of new social media platforms like Tik Tok, businesses have more opportunities to create and distribute their content like never before.
So, are you ready to create the next “Charlie bit my finger” video to sweep internet users off their feet?
Marilia Dimitriou is a Creative Writer working for email marketing automation software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her enthusiasm over marketing tech and automation.