With YouTube now getting “well over 1 billion views per day”, there’s no question that online video has become a de facto part of our overall media consumption – and all signs indicate that it’ll only continue to increase and with it, the attempts of marketers to create videos that sweep the nation.
Those that know me also know that I cannot stand the term “viral video” especially when used to describe an online video concept before it’s even been produced.
[Our goal as marketers should always be to create content that resonates with our audience and inspires pass-along.]
And, while I believe whole heartedly in the research that shows how using paid media to both kickstart and sustain a video campaign can substantially increase views, it HAS to start first with truly stand out content.
So what’s the kind of content that’s prone to spreading? Visible Measures does a terrific job with their leaderboards of online video campaigns. Between this, YouTube stats, and being on the recipient end of a number of shared videos, I’ve taken a somewhat subjective stab at categorizing into four core groups:
Category 1: Unplanned/unexpected yet captured remarkable behavior
Other Examples:
Category 2: Planned but surprising or inspiring acts
Other Examples:
Category 3: Extraordinary stunts, hoaxes, or pranks
Other Examples:
Category 4: So ridiculous you can’t help but watch/share
Other Examples:
In the end, is there a formula that works? It’s tough to say but with 20 hours of video being uploaded to YouTube every minute, those videos that do, indeed, get lots of attention and, dare I say, “go viral” are far and few in between. Marketers need to color outside of the lines if they’re to break through the video clutter.
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