Mythbusting: Engineering a Viral Video

Eduardo Toben
Bettina Hein
Kevin Doohan
Rob Ciampa

A viral video is a video that becomes popular through the process of internet sharing… duh. Why should a marketer care? Awareness and Views.

Many times good content that works is the most important part (Build Direct Laminate Flooring).

Real virality is often smaller than you’d think.

  • Make relevant content
  • Lobby tastemakers and find passionate enthusiasts – seeding: getting your video seen by the right people.
  • Build Subscribership
  • Encourage participation
  • Use cross-pollination of email, FB, Twitter, Pinterest, G+

Views can be purchased – $800 for 1 million robots views. If you get caught, Google will cut your access. Incentivized views – people paid to watch your videos.

How do you do it then?
Look at the industry and figure out how many people are actually watching videos? How long are the videos in that space? What is your target audience actually watching – how can you expand on what your audience wants to see? What videos are out there now? Are those videos the same type of things you want to put out there?

Once you’ve looked at this, clone the metadata – titles, tags, descriptions, target links, annotations. Track how you are doing in YouTube search. Put it together in a very analytical way.

How do you do paid views correctly? Choose YouTube ad placement carefully. There is no need to stick to 30sec spots for your preroll.

It includes luck as well, but you need to be ready for it.

Machinima

  • Audience
    Know who is watching your channel
  • Point of View (perspective)
  • Partner
    Maximize awareness and views on social, affiliate networks, pr/earned media. The foundation is a good piece of content.

Video and YouTube was very hard to sell to a bank (they couldn’t even access YouTube in the bank). They had to convince the bank that they needed to tell a story.
Baby Does Her Grocery Shopping
This video was found and wrapped with the message for the bank.

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