Have you noticed that these days, a lot of people are trying to make "viral videos"? One of the reasons is that video marketing is slowly becoming the king of content formats in 2017. Video is an important aspect in a marketing plan. Through video, brands can communicate with consumers, catch their attention and eventually turn them into buyers.
Why is video an effective storytelling format? The reason is that the human brain processes visual information 60,000 times faster than a written sentence. This means that a one-minute video can be considered equivalent to about 1.8 million words.
According to various sources, video marketing can increase leads up to 512 percent and revenue up to more than 6 times.
In addition, videos have a direct impact on search results. It is said that media-like videos are “being preferred” by search engine algorithms. Do not forget this important fact: Google's 'sister' is YouTube, a platform that plays a role in increasing the popularity of a video.
Google constantly adjusts algorithms in its system to provide a richer experience when a user enters a keyword. To satisfy users, Google displays varying search results. Due to this, the search results show videos at the top of the list.So, videographers, this is your moment to shine! Because now, it is easier for you to create videos that have the potential to go viral.
But first, ask yourself this question: Does your video have the power to attract the audience's attention, and then move them to share the video?
In addition to having a spectacular concept for your video, here are 5 key elements of an effective video that can potentially go viral.
Make sure the video you create successfully captures the attention of the audience in the first three seconds. Remember, most folks on the web have a short attention span.
Our brains are packed with so much information; so it is a must to be really selective in choosing which information will be processed. The decision to watch your video will be made within the first three seconds. A survey by The New York Times states that more than 19 percent of video viewers do not continue watching after 10 seconds. Within 1 minute, video viewers decrease by 44 percent.
Therefore, to create a "viral video," put something interesting, amazing, funny, or surprising at the beginning of the video.
A good story will make viewers interested; they will not mind finding out what's going on. To illustrate this, the web series entitled SORE released by Tropicana Slim can be a good example.
Tropicana knows that the younger generation, mainly millennials and members of Gen-Z, prefer watching entertainment content through digital media, whether on YouTube or other social media platforms.
SORE begins with the story of a man who was suddenly visited by his wife from the future. The story is sweet as a love story, and picturesque, too—it was filmed in Italy. But all throughout the web series were subtle messages from the sponsors.
The interesting story makes this video ‘a sweet spot.’ Jonah Berger, author of Contagious: Why Things Catch On, finds out that the most shared content are those that are capable of generating certain feelings, whether it is happy, tearful, or sad.
Of all these emotions, the content most shared are those that inspire positivity.
If you want to increase the chances of your video being shared, try to adjust its content to a trending topic on the Internet. This can increase the possibility of your video ending up at the top ten of Google search results.
Observe carefully the trends that are happening; not that you can blindly use all trends in your content. Try adjusting your video angle to address the audience you're targeting.
For example, when you create a parody of a trending movie, try using insights from your audience. When you speak the same language as your audience and bring to them the same interests, the chances of them sharing your video will surely be bigger.
It is human nature to be competitive. We always want to be the first to know something, the first to do something or the first to have something. Video tutorials that teach how to do something new are likely to be shared by the audience. So try to give practical tips that can be easily followed.
Take, for example, Wendy Nguyen, a fashion blogger who has more than 660,000 subscribers. Her videos have captured more than 86 million viewers. One of Wendy's most popular videos is 25 Ways to Wear a Scarf in 4.5 Minutes. This video has been watched by more than 39 million viewers.
This is no longer the time for “one-hit-wonder videos.” The Wall Street Journal once mentioned that 9 of the 10 most viral YouTube videos of 2012 were professionally produced.
This condition is very different from videos in 2007 when YouTube issued a list of top-10 videos. Many of the videos on the list were made by amateurs with no intention to attract a wider audience.
Now the landscape has changed. It’s no longer a new thing for many YouTube influencers to produce their videos seriously. Some even involve production crews as if it were for commercial release. People do this because they are now aware of using YouTube to build their audience.
Making videos go viral is not easy. By keeping in mind the five elements, you can improve the quality and content of your video, which ultimately increases the chances of the video becoming viral. There's no harm in trying, is there?