Almost everyone who posts a video on YouTube nowadays expects it to become viral, but what does it take to make that happen?
Is it luck? Is it amazing content? Is it something psychological? Go on reading and discover the answers to these questions!
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Step 1: Understand the Term Viral
If something has gone viral, it usually means that a piece of content has been widely shared and has been well received. Wikipedia defines Viral Marketing as "marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses."
Viral marketing can be delivered by word of mouth and enhanced by the use of social media. Most viral marketing campaigns take the form of video clips, games or images. The main focus on this guide will be videos, and more precisely, YouTube Videos. We'll take a look at some of the most viewed videos on this platform and analyse their success.
(image via Spire Advertising)
Step 2: Metcalfe's Law?
Metcalfe's law is a way to calculate the value of a network. It states that the value of a communication network is proportional to the square of the number of connected users of the system. Hold on, what does this mean? The value of each potential sharer of your content is proportional to the number of individuals that person is connected to.
Imagine two telephones, they can only make a connection. But if we have 5 telephones there can be 10 different connections between them. Now translate that into, say, Facebook. If you have around 100 Facebook friends, imagine the amount of connections that can be established.
For viral marketers, this law is important to understand the power of social networks and how people with a strong online presence can be used to create value and Return On Investment (ROI).
(image via Wikipedia)
Step 3: The Key Factors in Viral Marketing
(image via Xcellimark)
Step 4: Why Do People Share Content?
If you can't stop laughing after watching a video, you'll probably end up showing it to all your friends.
Step 5: Where to Share
Even if you create a video that mixes all the elements mentioned on the previous step, you still need to know and how to share it.
1. Bookmarking sites
Bookmarking sites such as StumbleUpon, Delicious and Digg are the perfect place to start your campaign, if they get noticed in here there are high chances of being shared by thousands of people.
Try to reach big bloggers and ask if they mind sharing your video, they might find it interesting and their readers as well. Some bloggers will do it for free but high authorities might ask for something in return
3. Twitter and Facebook
If you have contacted bloggers they will probably share the content as well on Twitter and Facebook, make sure that if they agree to share your video they also do it on these channels as the reach can be highly increased.