By - Shannon
The goal of any video marketing campaign should be to reach as many people as possible. Shareable video content can place your brand at the centre of a discussion and bring a huge amount of visibility and attention to your business. We recently wrote a blog post about the Dollar Shave Club, which turned a $1 product into a billion dollar business on the success of an inexpensive video campaign that went viral.
Whilst there is no set formula for creating a ‘viral video’, there are definitely some proven strategies you can use to ensure that your video is as shareable as possible. Here are 4 tips for creating shareable video content:
1. Start a Conversation
Video content gathers momentum and becomes shareable when people feel compelled to add their own thoughts - take advantage of this by sprinkling interesting points of discussion throughout. Instead of trying to cover an entire story, focus on one specific aspect to explore in depth. Not only will this keep your video entertaining and succinct, it will also leave more room for discussion. When trying to create shareable content, your aim should be to encourage conversation around your video. Ultimately, a viewer should definitely feel compelled to share their opinion after watching.
2. Add to an Existing Discussion
Another strategy is to focus on a topic that people are already talking about. Andrew Gauthier, senior video producer at Buzzfeed, likens the Internet to “a party where there are all these conversations going on”. If you can bring something new to the table and add to the conversation, people will share your content because it sheds new light on a topic they already connect with. The major advantage of this method is that you can research what people are already talking about and then use that existing momentum, rather than trying to create a whole new discussion from scratch.
3. Appeal to Human Curiosity
Humans have an innate curiosity about other people and the world around them. You can appeal to this by using a strong title and concept. Before even clicking on your video, the viewer should be wondering: “what’s going to happen next?” If you can provoke curiosity with your title alone, people will feel much more compelled to watch. Often, it can be as simple as asking a question. If you’re looking for inspiration, try picking up a magazine and looking at the headlines on the cover – all of these titles have been chosen to quickly grab your attention and pique your curiosity. The same mindset applies to shareable video content.
4. Make it Interesting
A key ingredient for any shareable video is an interesting concept that can quickly capture the attention of the viewer. As humans, we are drawn to things that are out of the ordinary and can’t help but pay attention to the absurd. Many successful brands have captured the public’s attention by creating memorable moments – such as in 1996 when Taco Bell took out an ad in the New York Times stating that they had purchased the Liberty Bell and were renaming the historic landmark to ‘Taco Liberty Bell’. Despite this being an April Fools joke, the company was able to spark public discussion and garner interest.
You certainly don’t have to go to these lengths, but it would definitely be a good idea to focus on the most interesting aspect of your idea. A striking concept can create intrigue and turn your video into a ‘must-watch’.
Shareable content is a great way of building an audience and creating a connection with potential customers. Use the above strategies to help your video content reach as many people as possible and to grow interest and visibility for your brand.