Online video; a video created for mobile and online purposes. But what brands and marketeers most idealistic purpose is when their online video is going ‘viral’. The word viral is related to the Greek word ‘epidémios’, which means all over the world. With the support of social networking websites, a brand is trying to enlarge brand awareness and recognition by creating a online video. The costs are very low, but the reach can be unlimited.
For example, this video by department store chain John Lewis went viral with over 17 million views just on Youtube. This video is made for the Christmas holidays this year. The message and objective within this video is to give everyone a Christmas they are dreaming of, with the presents or emotion during Christmas.
Youtube and online video’s are one of the best tools/mediums to reach your target audience and even a broader audience. In the next paragraphs describes what are the 6 viral video strategies:
Compelling niche video
Essential is to create content that is unique and outstanding. Create something that is original and out of the box. The audience need to think and position in their minds with the idea that this video content is special, the content is shareable and has enough value to be recommended on social media channels.
Brand and newsjacking
Another essential strategy element is newsjacking. Focus and relate your content to an important holiday, event, trending topic or special proclaimed days (e.g. National Womensday). Real-time advertisement and newsjacking are essential for content marketing strategies. National Womensday, the Superbowl or #bendgate causes a lot of interaction, conversation and engagement on mobile, internet and social media channels between users. Whenever an idea is current relevant, it will be more urgent and will generate more attention. By creating and execute an idea related to a newsjacking topic or event, the idea is relevant, urgent and will gain more attention and engagement with the audience.
A third strategy element is the use of emotion and humanity towards your audience. Audiences like recognition, nostalgic content, emotion and humanity. These feelings in your viral video will create that people can empathize themselves in roles and activities within the video. They will embed and share things that remind them of their youth or video’s that image how a brand will help the environment or children in trouble. Show them where you will stand for, what your mission and vision is and what you want to achieve. Use storytelling to provide unique stories. For example, KLM uses a small, cute dog to detect lost&found objects on Schiphol Airport. That is a strong emotion, because the dog is touchingly animal. However, it is even more strong when the Chief Executive Officer will tell in a video that his grandfather has worked in the Lost&Found department of KLM at Schiphol and that nothing has changed. Make your online video personal and humanity.
Another opposite emotion is creating videos that are so extreme and far removed from the audience; that it is special and unique. Extreme sports and Guiness World Records video’s cannot be ever achieved by the audience, but the video will be positioned with the image: ‘WOW, this is awesome, I really want to do this’. For example, the team behind the viral videos of Devin Supertramp. They create video’s with content that is unique, extreme and risky. Content that is untouchable for some people and were people dreaming of. The emotion within Devin Supertramp’s videos is the emotion of desire and particularity.