Marketing a Viral Video

Posted on April 13, 2012 by Colter Bowman
Posted in General

The thought of a video having the chance to become a viral sensation is what drives marketer’s productions. Unfortunately for them, it is usually the non-produced, non-staged videos that explode into the viral video atmosphere. Every once in a while a heavily produced video achieves this level of success. When a produced viral video hits the social media grid, many times it is because it has minimal production, an amateur style of cinematography, or some unique feature that drives its success.

Let’s face it, the general public is tired of all the special effects and staged environments. People embrace watching real human experience, and they want to laugh until they cry. Both of these connections with Joe Public are attainable to video marketers. To take home the viral video gold, its crucial that producers completely understand the message they seek to portray. More importantly, they must prepare a targeted marketing plan for delivery of that message. For marketers, a viral video is not some simple project that you decide to put together overnight. It either takes a proper and precise plan to make a viral video, and many times some good old fashioned luck as well.

Viral Video: A Closer Look

I will discuss some videos that can help you understand what it takes to capture the viral video gold. These videos are highly thought out, and lack the feel of a big budget commercial. You will notice their focus on the experience of the brand while using social and comedic techniques to express brand identity. These videos do an exceptional job presenting their message to their specific demographic and have become viral video success stories.

Nike’s Viral Video and Message #makeitcount (Experience)

Nike does an excellent job tapping into its customers psyche by allowing the viewer to live through the video. You get a feeling of excitement, freedom and an increased value of life. Its also important to notice their usage of the hashtag #makeitcount which allows for the Nike brand to be passed on through the social media grid by anyone around the world. From what we hear, Casey Neistat, a film producer who has made many videos for Nike decided to go outside of the agreed upon contract and travel the world. Whether this is a true fact or part of the marketing campaign really doesn’t matter, because ultimately Nike gains increased visibility and is successful in passing on their message.

DollarShaveClub.com Viral Video: Our Blades Are F***ing Great (Comedy)

The unknown start-up hit the floor running with this viral video and was able to pull in over a half a million views in under two days. This viral video focused on their demographic and tapped into the “mans, man” persona. The message is filled with comedy and odd characters which makes you want to rewind to watch it again. After viewing it for the first time I was wondering if this was a real company. What did I do next, I went online to their website to see if it was a real company or just a spoof. This comedic viral video produced an action in the consumer, which is what you want from a viral video campaign.

TNT Viral Video: A Dramatic Surprise on a Quiet Square (Social Experiment)

While most people prefer to live a drama-free lifestyle, TNT takes advantage of their audience’s curiosity when it comes to the drama of others. They focus attention with music designed to foreshadow a sense of impending doom. They use a “social experiment” technique, which makes viewers believe everyone is watching. The viewer doesn’t want to miss out either. It grabs interest like a train-wreck, you can’t look away. The action is fast and furious, further drawing the viewer in, while making them forget they are being marketed to. In the end, the viewer is left entertained with the thought: the action that has just entertained me is available daily on the TNT network.