Let’s be real, it is difficult to promote any business through content marketing. Some marketing strategies work better than others, but there’s no guarantee your content or message will go viral. There are ways, however, to increase the viral potential of your content.
The first is to focus on providing highly shareable videos. According to Smart Insights, 55% of all internet traffic by 2016 will be video-based. Not only are videos timely, they offer a long-term solution – the Smart Insight projections clearly prove that video content will be relevant for quite some time.
That said, what are some ways to ensure you’re actually producing highly shareable videos? We’ve collected a few characteristics that all viral content seems to share and have listed them below.
Get to the Point
Many of your customers or potential clients are busy, just like you. Don’t waste their time with long, drawn-out messages and video ads. Instead, remain concise and get to the point as quickly as possible. People have short attention spans, and a lot of them will be browsing on a mobile device while they are on-the-go. In fact, you’ll notice that most viral videos are no longer than a few minutes. People like to get in there, watch what’s happening and then move on.
Parodies Are a Hit
Videos that borrow from pop culture or other viral content are generally big hits with consumers. For example, many companies have parodied Psy’s Gangnam Style, throwing in their own brand-relevant lyrics and visualizations. Just do a quick search on “call me maybe” or “let it go” parodies and you should find plenty of inspiration.
By taking popular or timely content and adding your own creative swing you’re more likely to get noticed, because consumers are already on the lookout for similar videos.
Use Positive Energy
Sure, some content that goes viral is negative in nature, there are no arguments there, but the best way to ensure your own videos will gain exposure is to remain positive. Appeal to every consumer’s positive emotions by offering amusement, humor, inspiration or even empathy in your videos. This point works even better if you can relate your brand or message directly to your audience.
Tell a Story
It seems a bit silly, and simple, but a lot of viral content tells a story and that’s why consumers love passing it around.
This rehab site did a fantastic job in their video about children who are misdiagnosed with ADHD. In the video they discuss how this affects children, and they use eye-catching stats to get their message across. Like this one that says, “One in five children are misdiagnosed with ADHD, more than the entire population of Alaska.” It makes you stop and think about the story they’re telling, and encourages you to share the content with others to spread awareness.
This is especially important for small businesses or obscure brands. Customers need to know they can trust you, and more importantly they need to trust that your products and services will serve them. With your video content, establish trust in offering your audience the proof they need.
This can be accomplished easily through customer testimonials and shared experiences. For example, you could feature an interview where a customer shares a positive experience they had with your products. The point is that you’ll be showing your customers you value them—and you deserve their trust.
Tailor Your Campaign
People like consistency. One thing that a lot of brands fail to do is adopt a consistent campaign or strategy.
Use social media hashtags, frequent video releases, and other types of content to get your message out there. The idea is to support your content with a fully strategized campaign, instead of just focusing on a single video at a time. If you really want to push the boundaries, you could release your content in a series.
For example, alternate travel company Airbnb created a four-minute long film using crowd-sourced content from Vine. The film tells the story of a piece of paper that travels the world, and along the way it discovers love and inspires others. The entire film – and rather unconventional commercial – is spliced together with a large selection of six-second Vine videos. From the beginning, Airbnb tailored a marketing campaign around the video.
Follow these 6 steps to success and watch how relevant and shareable your brand can become.