The Slippery Slope That is Viral Video Marketing

Everyone seems to be going on and on about the latest videos that have suddenly gone viral. And yes, while you’re excited about it, too, being a business owner and all, that’s exactly the keyword for it: suddenly. Viral videos don’t just happen at will; the truth, there’s a little element of chance in it, too. Honestly, videos going viral isn’t the same as having a discount applied to your purchase as soon as you apply promo codes to it when you shop online. It’s a matter of meticulous planning and a stroke of luck.

Magic 8: 8 Do’s and Don’ts of Video Marketing

  1. Don’t fill the video up with corporate key messages and branding. Consumers are extremely brand savvy and can spot an attempted promotional viral video a mile off. Wait till the end to show your brand unless the viral is edgy enough to keep them involved.
  2. Do make the content fun, sweet and to the point. No waffling into the camera. The consumer wants to be instantly entertained. They don’t want to wait for it.
  3. Don’t replicate. Because it’s worked for another brand doesn’t mean it will work for you. Remember consumers want to see original content not something they’ve seen already.
  4. Do understand your audience and what they want. Research your consumer, their likes, their dislikes and create something they’ll enjoy, resonate with, talk about and share.
  5. Don’t just upload it and hope for the best. There are plenty of ways to create ‘noise’ around the viral with PR, social teasers, strategic seeding etc.
  6. Do ensure your mini story has a beginning, middle and end. Creative storytelling helps deliver a message in an entertaining, easy-to-watch format.
  7. Do use celebrities strategically. If you want to hire a celebrity make sure they’re popular with your target audience and align with your brands personality.
  8. Do strongly consider your video title. Brand names in video titles can be very off-putting, is it really necessary? Use a title that creates massive intrigue. If you’re partnered up with a named talent, ensure their name is in the title.