Viralocity is the all-elusive goal – the Holy Grail for every marketer today. What makes one idea travel faster than an Olympic sprinter who just feasted on a breakfast of steroids, eggs and Red Bull – while other’s stands still like an actor or actress with stage freight? If there were truly an answer, we’d all just follow the rules.
According to Dan Greenberg, co-founder and CEO of Sharethrough, people will watch a video three times longer if it has been sent from a friend or associate. He cites three common attributes – for creating videos that people want to share. http://mashable.com/2010/10/19/viral-video-science/
I have added two other factors that commonly ignite wildfires.
- Psychological Share Motivation: Sharing feelings are a basic human need. If your videos capture an emotion that resonates with its audience, users will share it, because they are not just sharing your content – they are sharing the feeling your video has created.
- Identity and Self Expression: From the books we read and the movies we recommend, to the bands on our Facebook profiles, the content we share online increasingly defines our personality to our friends. In order to influence video sharing, it’s important to ask yourself: “When a user shares this video, what are they saying about themselves?” Your message needs to be clear and it needs to be something people will want to align them with, whether it’s a reflection of their humor, fashion sense, tech-savvy or popularity. If users don’t want their friends associating your video with their identity, they won’t share it.
- Information: People are hard-wired to teach and learn. Online video is one of the most creative and effective ways to share information. Make a video that includes genuinely new and interesting information, and it will be shared, guaranteed.
- Outrageousness: I would personally add that outrageousness ignites wildfires. And when it’s done with a purpose, it can help a brand make headlines overnight and quickly cultivate an avid audience. For example, creating a mind-boggling demo for your product is a proven viral technique. The more “over the top”, the better; but it better be real because people will try it. If your product truly does the impossible, well… your cash registers ring in a very happy 2012
- Connecting with Web Influencers: They are today’s version of Barnum & Baily, Sigmund Freud, Ron Popeil or simply mega showmen and saleswomen who have discovered how to captivate, and influence a large audience. Web Influencers love to be first to discover, and spread the word about a new product or a worthy new cause. Many are simply out there to promote themselves. If you are able to find a number of Web Influencers who really connect with your product, service or “theory, viralocity is within your reach.
Beware of one thing. Viralocity also breeds jealousy. And if you outshine a bigger, louder or richer competitor, well… there can be consequences of being in the limelight.
