Recently someone called in requesting a “viral” video. I was taken aback for a moment and realized that the term “viral” is one of those buzz words that is commonly misunderstood.
So let’s talk about what makes a video “viral…”
I have been witness to marketing pros and companies spending a lot of money in ill-fated attempts to create “viral” marketing campaigns that ultimately and completely bomb.
Unfortunately, no production company can guarantee anyone a “viral” video. It is impossible to predict if any production will go viral. Touching that elusive nerve that makes a video explode virally is difficult and unpredictable. Besides, it’s the content that makes a video go “viral.” Plus, you can find lots of strategies on how to get your video pushed around the web by looking at media and social networking sites like YouTube, Twitter and Facebook.
Most “viral” videos tend to be spontaneous and shot on non-traditional formats such as phones and home video cameras. The productions that have been planned and have become viral, for the most part, were not predicted to become viral, it was the uniqueness of the content. They were either good to begin with and with a little luck became “viral…” or they were so bad, embarrassing, or shocking that they became “viral.” Probably not what businesses want to be known for anyway.
The best place to start for any marketing and social media pro when setting out in hopes for that elusive and unpredictable “viral” video is with an agency known for its creative expertise as well as its exceptional production capabilities.
We’re not going to guarantee that what we produce will go “viral,” but the content will insure that you’ll be proud of your image and know that your brand will remain intact. DVI will make it better.