Viral Videos Aren't Made . . . Rather, They GO Viral
The impact a viral video can have in promoting a brand or product these days can be as effective, if not more so, than any other advertising medium. How many times a day does someone e-mail you a viral video link, or a friend shares one on Facebook or Twitter – and of one often promoting a product? But as easy as this seems, it's not. Not every video is considered "viral." In fact, a common misconception is that viral videos are simply made.
Instead, videos go viral. But how?
"We treat every project like a completely unique entity," said Master DJ Remixer Steve Porter, founder of Porterhouse Media and producer of some of the most memorable viral videos of all time. "For a video to truly go viral – to be viewed by millions based on word of mouth – it has to be catchy, humorous and/or edgy, and truly different. Something you'll remember. And that's easier said than done."
Indeed, we all have our favorite videos bookmarked on our computer. But for every video you watch, there are millions you'll never see.
"Clients are always saying 'let's make a viral video,'" said Brett Baker, Associate Creative Director with GSD&M in Austin, Texas. "We always try to temper that by explaining viral videos aren't made, but instead they go viral."
And Baker should know. He collaborated with Porter while a Senior Copywriter with Saatchi & Saatchi in New York earlier this year on a remix video for the new Wheaties FUEL cereal entitled "Got My Own Spoons." Featuring professional athletes Peyton Manning and Kevin Garnett, the spot recently broke into AdAge's vaunted "Viral Top 10" list.
For a video to have a chance of truly going viral, it takes a thoughtful approach of creativity and ingenuity. It needs to "not" feel like a commercial, but rather something you're watching because you want to. It needs to entertain and excite. It needs to inspire people to share with friends (word of mouth, the impetus for any viral video).
Master these components, and that video you made could find itself going viral.
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