Viral marketing is the best way to create awareness for your company. Reaching millions of people at the fraction of the cost of any other channel (TV, Radio or others).
Who can forget last year's "Introducing Google Nose" video, where Google employees discussed their newest Beta Launch of the "Search by Smell" feature (watch it by clicking this Link).
This morning, I woke up to this beautiful rendition of "The Lion Sleeps Tonight" (click HERE to listen) by Billy Joel and Jimmy Fallon.
Without talking about Jimmy's beautiful tie or Billy Joel's amazing voice, I am always astonished by the absurd amount of views a video can get in a small period of time. Then I got to thinking: what does it take to make a viral video?
Obviously, if you're somewhat famous and do something stupid (cue Rob Ford's 23 viral videos ...), it's easy to get noticed. However, how does an "average" company get a boost of awareness through viral marketing?
Before starting, here are some my favorites (and the links, in case you don't know them):
1) Volkswagen's The Fun Theory. Never heard of it? Check out The World's Deepest Bin (Link), The Piano Stairs (Link) and The Speed Camera Lottery (Link)
2) Dove Real Beauty Sketches...has anyone not seen it? (Link)
3) What about this awesome ad to promote the movie Carrie (Link)?
4) WestJet's Christmas Miracle (Link) ...I remember everyone talking about this, both at family events or when spending time with friends. [Side note: Did you know they "kinda" stole the idea from KLM's "Surprise" ad from 2010 (Link)?]
5) Molson Canadian's Beer Fridge ... it just keeps getting better and better, started with the Canada Day ad (Link) and ran into the Olympics ad (Link). Why change a winning strategy?
List goes on and on, from "Will it Blend", Honda's "Pintermission", Old Spice's "Smell Like a Man, Man", etc. etc.
So all of those videos are from big companies, and you're thinking it's impossible for an SME to create such a buzz. Check out Dollar Shave Club's video - BRILLIANT! (Link)
What makes a viral video?
Now, to important stuff.If you looked at my "Top 5", you realize that there are some common areas as well as completely different approaches.
You have to follow the trends of the present time. When you look at Volkswagen's ads, they are about being more responsible, either by encouraging safer driving, exercise or reducing pollution. People can easily relate, and it creates a sense of engagement.
When you look at Dove's advertisement, it's all about true beauty, and making children feel good about themselves and limit the effect of advertising on their self-confidence. Honestly, who wouldn't want to create a buzz about that (other than Abercrombie & Fitch CEO Mike Jefferies ..) [For those who have never seen the video, watch it HERE]
Don't sell something - just create awareness!
This is something I tell all of my clients. If you're on social media, or any Internet platform outside of your website, DON'T TRY TO SELL SOMETHING! Your website is to sell your product or service. That's it!
People are on the Internet to have fun. They're on social media to be with friends. Nobody wants to hear sales pitches. So, where does that leave you?
First of all, become "part of the gang". Exchange ideas, discuss current events, explain new technologies ...pretty much do anything except advertise your products that are for sale! If the consumer likes what you have to say, they'll go check out your website which will sell your products for you.
Social media and everything involved, including viral marketing, should not be used in a "sales" tool. Look at Volkswagen's ads - do you see anything related to selling a car?
Understand how viral marketing works
Yes, the idea behind viral marketing is that you reach a larger audience than usual by "loosing control" on the ad itself and letting it loose on the Internet.
However, you need to understand how to tap into all of the right channels to give it a good push to start it off.
Use social media. Every single one of them! Reddit, StumbleUpon, UpWorthy as well as FaceBook, Twitter and all of the rest.
At the end of the day, you want some bloggers to pick up on the video and then they'll write about it which will reach a huge audience. Feel free to email the bloggers to get their attention. Tweet them too. Anything to catch their attention!
When should you post it?
Something else to consider is what day you post your video."People watch YouTube videos when they're at work. They read the news at work. Release your video on Monday or Tuesday to give it the whole week to gain momentum. Weekends are speed bumps" says Karen X Cheng on her blog, after her experience with her viral video Girl Learns to Dance in a Year.
Statistics will show that both active users and the amount of posts are higher at the start and at the end of the workday, which coincides with the arrival to the office and the last minutes before leaving the office. Weekends are dead weight, so make sure you time it right!
Product placement
Get other parties involved in creating a buzz and pushing the video.
What brand of clothing are you wearing in your video? Are you using a certain camera? Find reasons for companies to relate to your videos, and contact them. Some might share your video through their social media platforms, raving about how good the young gentleman looks in the video. Other may not want to be part of it. Try everything and everyone!
Make it short and sweet
Remember the KISS rule - Keep It Simple Stupid!
Don't over-do it. In this day in age, people have a short attention span. Get it done, and make it worth their time!
Get the most out of YouTube
The best way to become viral is to make it to YouTube's top page.
This means that, within one of YouTube's categories, you want to be the most watched. When you post your video, consider this wisely - your video may fit in different categories, pick the one with the least competition!
The most important thing to remember out of all of this is the following:
Making a great video won't make it viral. You need to push it out and continue putting effort until the snowball effect takes over and helps carry the momentum!
With all this said and done, what is your favorite viral ad / your favorite April Fool's ad?
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Pierre Babineau is an MBA graduate from Laval University. Currently working as an Industrial Marketing Advisor at FPInnovations, he has worked in Canada, USA, South Africa and India in numerous positions such as International Development Agent, Head of Trade Mission, Director of Internet Marketing and an Independent Consultant for various companies.
You can reach Pierre Babineau on Twitter, LinkedIn or on his personal website.
Follow @pierrebab
Pierre Babineau is an MBA graduate from Laval University. Currently working as an Industrial Marketing Advisor at FPInnovations, he has worked in Canada, USA, South Africa and India in numerous positions such as International Development Agent, Head of Trade Mission, Director of Internet Marketing and an Independent Consultant for various companies.
You can reach Pierre Babineau on Twitter, LinkedIn or on his personal website.
Follow @pierrebab
