Before beginning making a viral video you first need to reflect upon what a viral video actually is? A video can’t be viral from it’s conception, it can only have viral potential. If that potential is thoroughly taken care of then you could have a video on the web that is going wild. This potential has to be taken care of already in the conception phase. It should preferably also be taken care of in the distribution phase but this is something that I will come back to in a later article. In this one we are focusing on the conception phase because this is the most important one in today’s consumer (user) centric marketing landscape. Sure, with a lot of money you could create a viral impact with any crap. But you could never create something like the number one You Tube hit “Evolution Of Dance” by Judson Laipply. This is why you should learn to appreciate what making a viral video is all about.
Three factors and one function
When setting you budget what you should do as the producer of your masterpiece is to look at your Time, Know How and Money. You then weight these three factors against the Functionality of the video that you are about to produce. This is very important! The rule is that you can do something cheap if you have the knowledge and the time. It is also true that you can make it fast if you have the money and know how. And it’s equally true that you can make something that is great without you having the knowledge if you have money and time to spend. You can “lack in one department” so to speak. Finally you need to weight you decisions against the functionality.
The function of a viral video
Since you are making a viral video one functionality that you need to secure is the viral potential. This means that you have to have an idea regarding what will make your video viral. This is where many loose track of things when making a viral video. Let’s say you want to draw traffic to a website that you have set up to sell bathroom equipment. So you think maybe you should do a viral video that markets a few of your top sellers and also talks about how cheap you are and how fast the deliver is and something about the 30 day money back guarantee and so forth…
Remember the function of a viral video is to become viral. This is NOT a commercial video in it’s traditional sense. This is NOT about you telling you prospects that you are dependent, cheap, sell quality or anything like that. Making a viral video is not the same thing as making an ad.
Do you know why?
Ask you self this: Would you send an ad to your friends and family? I am not saying you could not ever in your life time. But how often would you actually? The incentives for the user (consumer) to spread an ad is often to weak. You need to secure the viral potential. So what to do then?
You need to ask the all important question: What’s in it for the user?
A consumer centric marketplace landscape
Why am I talking about a user instead of a consumer? Because this is how you should look upon your prospects. Yes you did this before, but you saw them as “users of your products and services”. Now we are talking about users on-line that you would like very much to interact with your message so that it gets viral. This is quite another thing all together, don’t you agree?
Now listen very closely…
Every viral success on-line, up to this day, has one thing in common. They have all been utilized by the users as social currency in some way. That’s why they became viral! The users used those videos to define them self in relation to their peers. They used them in their own identity projects and they shared them. Because it is by sharing that we all exist. In fact this is also what keeps the World Wide Web alive and kicking. Our need to define our self, and to share our discoveries, with one another.
So when Making a Viral Video consider this:
- Weight money, time and know how against functionality and you might pretty soon realize that what you should spend you money on is substance i.e. the content matter.
- Also never forget to answer the most important question of them all: Why would the users want to utilize this video in their own identity projects on-line?