July 16, 2013 by Shane Jones - 0 comments
Getting something to go viral is much more difficult than people think. Just having a killer infographic or video isn’t enough. Was the “I Can Haz Cheeseburger” cat really revolutionary? No, but it did have incredible guerilla marketing behind it.
What you may not realize is almost anything can go viral. People like to share, but they don’t like to work for it. If something is even remotely interesting, but begging to be shared, it can potentially go viral. This doesn’t mean you shouldn’t start with quality information. You should, but there’s more to it than that.
Let’s say you have a video about a sliding saw accident that’s shocking, hilarious or both. If you add the perfect soundtrack to it, you’re on your way to going viral. If you ensure it’s properly edited (around one minute but no longer than four), you’re getting even warmer. If it’s high quality, easy to see and not too big so loading times are manageable, you might be golden.
Starting with great, quality content is step one and you’ll have a much better chance of a viral win. You can have control over this, such as preparing a great infographic or putting in a little more effort for a steady video tutorial. A lot of viral videos are filmed in someone’s bedroom, such as the girl who gives tutorials on how to do makeup like a drag queen. You don’t need to spend a lot of money for quality, but you do need to put in the effort.
Once a person realizes they like something, they want to share it. What if there’s no easy way to link an infographic or video to Facebook, Pinterest, Twitter or YouTube? People will simply move on, and probably forget about what they saw seconds later.
However, you don’t want to include absolutely every social media button possible. Some videos just aren’t made for Pinterest, so think carefully about where you want the video shared. You’re counting on strangers to be your marketing team, so make it easy.
If people share the content, great, but you still have a big job ahead of you. Reach out to blogs, share the content wherever you can, and wage a full campaign to get the content out there. This can easily be a full-time job, and if you get resistance, you might want to try another video. All’s fair in guerilla marketing, so get ready to battle.
Shane is a creative marketer who currently works at WebpageFX. He developed a passion for Guerilla Marketing a long time ago, when he discovered CGM, and since then has not stopped following the best efforts of the biggest brands. You can follow his own creative efforts on his bucket list blog, as well as talk with him on twitter, @ShaneJones15. Find Shane Jones on Google+