There’s No Such Thing As Viral Video
Seriously, there is no such thing as a Viral Video. There are videos that go viral, but one cannot set out to create a viral video. And this is one of the most annoying things that we get asked on an ‘almost’ weekly basis. When we get an email about requests for video work, it’s exciting. Love hearing about the ideas and possibilities of using our creativeness with video, but the moment the word viral come into talks, I can’t help but roll my eyes.
Viral Video is a possibility, but setting out to create a viral video is just not gonna happen.
For example, we work with The Tri-City Americans. Last year we had the amazing pleasure of creating a fun Christmas video using the players to act and lip-sync to Mariah Carey “All I Want For Christmas” and it was hilarious and fun! I won’t lie, I would’ve loved to see that video go viral. I mean seriously, who wouldn’t get a laugh out of large hockey players, ice dancing gracefully while rocking out to mariah Carey? But I knew, and I still know, that creating a fun video (as much as you think it is THE best video ever) doesn’t guarantee that it will be in the next headline of the New York Times, or broadcasted on the Today Show.
Funny thing about that video, it goes ‘viral’ (*insert eye roll) over in New Zealand. Never saw that coming.
A Video Is A Video
Which goes to say that any video that you make, is quite simply a video you make to share with your fans, followers and/or customers the same way you would share a Facebook Status update. It is meant to give those followers a different means to view and understand the product or service that you are providing.
Of the thousands of videos out there, there are plenty that are good or bad, and whether they go viral (or not) is really out of your control.
I love video. I believe that video is an amazing way to capture your brands essence into a visually appealing “something” to make it that much better for your fans.
The way that we approach creating stellar video is:
•Outline an online strategy around the concept for the video
•Keep an open mind at unique ways to leverage social media.
•Utilize a smart social media plan to ensure the campaign reaches the right audience
•Don’t over emphasize on the brand which can make it less engaging for consumers
•And lastly, never call it a “viral video”.
There is no such thing as viral video. You can’t create it. You can’t plan for it.