Web promotional videos are becoming increasingly popular. Hire Evolve Media for your web & viral promotional video needs.
True, we all know that a surefire way to draw attention to your business is via a viral marketing campaign. However, the big question on everyone’s lips is what makes a successful viral video? This goes double these days, when most users are already bored of the classic cute baby animal clips. Following is a list of the secret ingredients we at Evolve Media believe a viral promotional video should include.
1. It triggers positive emotions in your audience
As psychologists put it, people enjoy experiencing positive emotions because that stimulates them, whereas negative feelings have a tendency of deactivating them. To put it simply, a promotional video that triggers positive emotions and “arouses” viewers are usually the clips most shared on YouTube and other media channels.
Essentially, in spite of the fact that most of us enjoy watching an ad on mattresses while we’re comfortably sitting in our cozy and warm bed, we don’t really share the video. The reason for this is that the content of these clips triggers relaxation, which is a low-arousal emotion.
2. Sad content doesn’t go viral
Although the popular belief dictates that the more emotion – of any kind – present in the clip, the more engaging the content will become, it is necessary to mention that this doesn’t apply to sad video content. However, sad in this context shouldn’t be confused with negative emotions like anger, shock and anxiety.
While it is true that viral content is the one that triggers positive emotions in an overwhelming number of cases, negative emotions have some potential too. For instance, people are very likely to share a video that triggers shock, such as an intense fight scene or a car chase.
3. It provides useful information
Irrespective of how funny or how shocking a video is, it will not become viral unless it presents some useful information for the viewers. As a matter of fact, if you analyze your company’s blog section, you will soon come to realize that the most shared videos, posts and pictures are the ones that are interesting, presenting a surprising use of your product or that readers can immediately put into practice.
4. Be humorous
Even though humor is not always the answer and a funny viral video is not necessarily a good idea for all businesses, we would like to mention that overall it is a prerequisite for a viral ad. The perfect examples in this case are the small companies and their SEO approach in the past few years. Unlike the big brands who tend to maintain their brand identity in time, small businesses don’t share this limitation and they are getting a great deal more attention simply because they advertise their products in ingenious ways.
5. Add a bit of controversy
If you can’t use humor in your promotion video, then an alternative that could get the clip viral is to choose the second best, controversy. Divisive topics trigger reactions and stimulate people to express their point of view and personal arguments on the matter.