Going viral means receiving a lot of engagement for your work over a vast population.
It is shared through online platforms such as Facebook, Twitter, YouTube, etc.
It’s a good thing for something to go viral most of the time because it receives a lot of attention, and it advertises you and what you’re selling.
So, what makes a video go viral? You have to hit a lot of factors to make sure your video attracts and maintains enough attention as it is shared online.
Some say it’s about timing, while others say it’s about what you’re selling.
But a few video experts believe your goal should be the view quality instead of the view quantity. Read on to find out what this means:
View Quality vs. View Quantity
Let’s take an example from Scott Stratten. He is a marketer and speaker whose video went viral and reached about 32 million views through Facebook alone.
32 million views is his view quantity, but what about the quality?
Facebook considers you to have “viewed” a video if you play it for at least 3 seconds, and most of Stratten’s online audience only watched it for about that long.
He claims that isn’t a significant number because no one can glean much information if they only watch something for 3 seconds.
From 32 million views, only about 5 million watched the video for more than 10 seconds, but out of the5 million views, 1.6 million kept their sound off.
In the end, the view quantity reveals that out of 32 million views, only 10% of them had potential because 3.4 million viewers kept their sound on and watched most of the video.
Stratten revealed that even though he went viral, he did not receive any inquiries asking him about his work. Instead, he only received one about doing a comedic performance for an event.
View quality is more important than view quantity because what you want is for people to watch your whole video so that they understand the message you’re trying to convey.
Tell a Story
Professor Jonah Berger, a marketing researcher from the University of Pennsylvania, urges content creators to evoke emotion instead of just “selling” through your video.
Brands such as 84 Lumber, Nike, and Proctor & Gamble have already taken this to heart.
Even Budweiser is known for releasing advertisements that evoke emotion. One of their ads that went viral promoted responsible drinking and driving by showing the bond between a man and his dog.
The man goes out drinking with his friends and leaves the dog home alone, waiting for his return.
In a pleasant twist, the ad showed the man returning in the morning and hugging his dog, saying, “Hey, I’m sorry. I decided I shouldn’t drive home last night. I stayed at Dave’s. I’m back.
The storytelling featured by Budweiser captured the hearts of many. It tugged on pet owners' heart strings by convincing them to make plans to get home safely if they were planning on drinking alcohol.
Nike used this same storytelling technique in its “What are girls made of?” ad.
The ad featured a young girl singing a song about the different kinds of athletic talents women can do: from football to ballet to skateboarding.
Nike’s ad ended with the quote: “You’re made of what you do. Believe in more.” It served to inspire women and promote the range of Nike’s products.
Conclusion
Marketing has evolved to become more about connecting to the audience and evoking emotion instead of just selling the product. What makes a video go viral is the connection between viewers and content creators.
It is better to receive a few hundred active views instead of a few thousand 3-second views. Quality must always triumph over quantity.
Make the audience feel emotional because that means your video will stay with them for a long time.
And that’s the kind of viewership you want. To go viral may mean you receive a lot of engagement, but in the end, it’s the connection that matters.
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