Viral marketing: Five strokes to teach you to make a big hot video

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There is no need to do something to poison the spread of the effect, but these five tips enough to allow the target audience to enjoy your video.

Article | Ann Handley

Razor brand Dollar Shave Club launched a funny video, two days on the line to win 12,000 new customers. In the video, the CEO personally played "Grumble" a big brand razor price of 20 U.S. dollars, 19 dollars to the brand spokesperson Federer, and then he presented a challenger to the 1 dollar/month razor. The video went online two days and won 12,000 new customers. You must also want to make a video that will be fun for everyone, attract the attention of the world's netizens, get tweets and Facebook "like" countless. So how do you create a video that achieves viral marketing effects?

Although there is no panacea, magic magic, and no external force, but if you just want to better promote your business, then do not have to "viral", as long as the target customers have enough attraction. Refer to the following 5 useful tips:

Tell a Story

Before you make a good video, think about the content: Why do you make this video? What are your products? What are the unique issues?

"Many companies focus on product descriptions, but it's obviously more appealing to talk about what your product can solve," he said. "Tim Washer, a senior Community media manager who makes video for Cisco," said Tim Vauches. When you can solve the problem that people complain about, it is the ideal state, because people can immediately associate with the pain caused by the problem.

Dollar Shave Club's razor video can be widely watched because it is interesting, but the secret of its customers is that it tells a true story-razor products are too complex and expensive. The story fits the question of whether the "vibration, lighting, and 10 razor blades are really necessary".

Dapper

Ideal state is to control the video within 2 minutes, at the beginning of 15 seconds ~20 seconds to throw the eye of the content. Effective video content requires a very high degree of participation in order to attract users to forward their own. As Arianna Arianna Huffington in MarketingProfs keynote speech: When you use traditional media, you usually have enough time and patience to sit on the couch and watch the show, but when you browse the video on the new media platform, it's like riding on horseback. , which is more suitable for quick browsing of content. The most important and obvious thing is that people don't share a video that they only have the patience to watch the first half, because it's too long.

Of course there is a special case, sports equipment brand Under Armour with professional olive star Tom Brandy (Tom Brady) for the protagonist for a 3-minute video. In the video, Brandy arrives at Dick's Sporting-goods store in Los Angeles, where he is looking for his own golf gloves, and is being joked by a clerk who not only doesn't recognise the four-point star of the New England patriot from the rival team, but also doesn't understand his Boston accent. Brandy had to explain that he was not a Boston man, but only to serve here. Although it was an obvious commercial advertisement, I read it with great interest.

Pacing out of position

Inject amazing elements that drive user sharing and give the company more personality. Charlie King, a golf Charlie Kim coach, improvised in a video of golf magazine to instruct students how to swing into a hole. Kim said humorously that in the course of hard learning, there is always a moment of frustration, and playing golf is the appropriate way to swing the club angrily. The video, which was a sensation in golf.com and a sobering one, realized that cold jokes could be a feature of his courses at the Reynolds Golf Academy.

If you need help in the Creative section, contact your local impromptu comedy agency and find an actor or screenwriter to help you visualize an interesting video at a reasonable price. Vauches, who has received impromptu training, advises: "Give them some key material, and emphasize simplicity and timeliness, and then wait for the stove to be done." ”

You can scoop up some little-known stories, such as a landmark innovation in your industry, or a moment in the business process that gives you an epiphany. But be careful to avoid the stereotype of a business leader, but rather a compelling picture or continuous lens.

Don't forget the basics.

A valid video needs to include some essential elements: a compelling title, keywords, and tags; the second is the next Guide to action (you want viewers to see the video after the follow-up action); Four is to make sure your video is easy to share on the open platform such as YouTube or Vimeo;

Andrew Follett, founder of Illinois State Oak Demo Duck, the company that makes video, says, don't ignore email marketing. While it may be difficult to insert video content into an e-mail message, he advises: "Create a video demo first, directly to the official website of the full video, if you can on the customized landing page rendering is more ideal." ”

Have some good luck.

That's a bit of a fatalistic taste, but it's true: Luck is an important driver of success in the online world. Vauches deep feeling: "In 10 video works, 1 have been able to make a big call, I am very happy." "So, keep on making good video." As for the things behind, who knows what will happen? Maybe the next network hotspot is what you create. Wen Yue