With thousands of videos uploaded every day, it can be difficult to wrap your head around how anyone gets anywhere within these mind-numbingly hectic communities. Viral videos within advertising is comparable to walking on a tight rope; it’s a thin line and for success it requires balance, strength, expertise and even a bit of luck. Of course no one becomes a professional tight rope walker the first time they set their foot on a rope. It takes practice, patience, and an understanding that failure is the language of needed refinement.
What makes a viral video? I mean sure there are thousands of videos with a million hits, but are they all viral? A viral video has a life of it’s own, it spreads through the internet like a fire, exhausting it’s propelled emotion, whether it’s comedic or dramatic. Many people associate it with a high view count, this is a misconception. Not every cat video, music video, or video of a teenager busting through a trampoline is viral. I could go out find a 320×240 picture of a cat, title it “Kitten Blows Bubbles” and have it in actuality be me mooning the camera. Sure it would get tons of dislikes, but I would still have millions of views, millions of people staring at my arse and a slew of comments with lots of *$(@!. Enough harping on what I don’t like, here is an example of a smart viral advertising campaign.
You might be thinking a few things, maybe “Holy hell, that’s the dumbest thing I’ve ever seen!” or perhaps, “That was hilarious!”. Either way it gauges a strong reaction. Evoking a strong emotional connection to your viewer is the key. Old Spice does it with humor and shock. The content is spontaneous and is constantly refreshing its visuals. It doesn’t take itself seriously and just barely teeters on going over the top. You can say whatever you want about the content, but the key is that it’s memorable. Being memorable is about 90% of your battle. Some people tend to forget a couple things, especially when making an advertisement…
You’re advertising your product, your company and your self image. Sure the video is so absurd that it qualifies as memorable, but would you want to buy something from this company? The only thing I’m certain I could purchase from this man would be 30 pounds of whale blubber and a rough recall of his last LSD venture. Sure it could make it as a viral video, but at what cost? Dignity may be no price for Tony the Tuba, but for the man with an average notion of self-awareness, he probably won’t want to put on a chimpanzee suit and dance the tango. I suppose that’s where clever writing comes in, or a sharp idea with a bit of class…
A simple idea, executed with elegance. It can be described in a few words. Vicious linebacker works in an office. It doesn’t try to do to much, however it does a lot with it’s idea. It’s shocking, but not pounding. It’s extreme, but not offensive. It’s a simple idea with a variety of end points. These are the ideas I tip my hat too. This final beat is important so I hope you are taking notes: Being memorable is the backbone of a successful video. If something is made with no unique features it will be forgotten as quickly as it was submitted, regardless of the view count a videos longevity is the true measure of a strong viral video much a kin to this Bob Dylan quote “A song is anything that can walk by itself.”
