A viral video is one that motivates people to share it with others. When enough people tell enough people who tell other people, a video goes viral and continues until it has saturated the available audience.
What causes a video to go viral?
Is there a special formula or hot topic that determines a videos likelihood of becoming a YouTube sensation?
Is it great content? Not necessarily, if that were true, how would you explain 303+ million people who watched “Charlie bit my finger – again !“
Opinions as to what exactly makes a video go viral differ widely. Some say a video needs be funny. Others say it needs to exemplify great talent, while some believe that reality videos do the best. So what is that special something that causes a video to get shared?
It is hard to identify one particular item, but basically if you give them something to talk about…they will. If you engage your audience they will share their experience with friends and like-minded associates. Consider these two videos below. Two completely different presentations, but both make you want to share them with someone.
This video (below) is one of those that takes your breath away – literally. You’ll find yourself weaving to avoid obstacles and holding your breath when the rider leaves planet earth.
Both videos appeal to different emotions and different audiences, and both have the potential to be blockbusters. A viral video is akin to appreciating fine art. You may not know art, but you know it when you see it.
How NOT to create a viral video!
Actually, that headline should read, “How NOT to post a video on YouTube“.
Once you have your viral video contender in the can and you’re ready to post it online, don’t make the mistake that Charlie’s creator did. If you look at the YouTube screen capture below, you don’t see a link to a website. Yes, there is actually a link pointing to Charlie’s website & his Twitter account, but it is buried under the “Show more” button.
People seldom click the “Show more” link, which means that if a video does go viral, the opportunity to gain traffic, grow subscribers or make sales is severely limited. If you want to know how to optimize a video properly and leverage your social network to launch your viral video, get the SEO & Social Media Marketing Guide.
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By Jym Tarrant, April 22, 2011 at 1:38 am
What makes a video go viral is an amazing and intriguing question to ask (and if you can answer it with accuracy, a very profitable one too).
Personally I connect more with the first video, because I found it more emotionally engaging in a way I could relate too, and it encompassed a range of powerful feelings within it.
The second – impressive in several ways, but not so much my taste. I’m sure, as you say, they’ll appeal to different audiences.
Perhaps part of the key to a truly successful viral video is tapping into emotions which everyone can relate too – not just old, young, certain cultures, certain interest groups… Universal appeal.
Exactly how to create that – I’d love to know. It’s interesting to note that some of the most successful viral videos are spontaneous ‘accidents’ which are not designed to turn out the way they do…
Thanks Tom, Great job on sharing these and tackling this subject!
Jym
By Jeremy, April 14, 2011 at 4:50 pm
That really gives me something to think about. I never considered what makes a video take off, but you make this so understandable. Glad I bought your book and love your blog. J