Become a Content Brand: Build a Team, Own Your Audience, & Create Video Your Customers Will Love by Chris Carter

Author:Chris Carter [Carter, Chris]
Language: eng
Format: epub
Tags: -
Publisher: VideoFort, INC
Published: 2019-04-16T04:00:00+00:00

Why It’s Hard to Go Viral

A viral video can quite literally break your brand, in a good way, of course. Blowing up the view count will exponentially grow your exposure, undoubtedly helping your business. The reality, however, is going viral is hard to do. We often encounter clients wanting a cool video, something that will pop with the masses, cementing their brand in the public consciousness. This a laudable ambition, but the problem is the client often hasn’t seriously considered their strategy. What will bring a gargantuan audience? What novelty will entice people to watch their video? How are they going to get their video out to the masses? All of these elements need to come together just right to create digital magic.

There is another reason why many brands can’t just knock viral videos out of the park. To understand why, here is a brief historical context. In the early 2000’s, when YouTube had just launched, viral videos were easier to create. You could seed a viral video by purchasing views and building traffic, much in the same way a snowball starts rolling downhill. If you take a ball of snow and drop it at the top of the mountain in six inches of powder, it’s going to sink into the snow and stay there. However, if you give the snowball a little help and gently start rolling it down the hill, momentum is created. Before you know it, an uncontrollable sphere of snow is rocketing down the mountain.

Back then, it was simpler to come up with a unique idea no one had ever seen before and effectively spread it through social media. Flash forward a decade and the landscape has dramatically altered. Audiences are so bombarded with content, user fatigue has set in. The new bar to nail a viral video, something hitting the million-view mark organically, is much harder to achieve than it used to be.

Another reason why going viral is so challenging is the current zeitgeist demands so much more from creators. More components are required to create a viral today because consumers have been desensitized. They know the game when it comes to video, especially branded content. The sheer volume of media has sharpened their tastes, making audiences more sophisticated and picky. They don’t want to be sold to. They can see right through marketing shlock. They prefer authentic content: something real, emotional, different, unique. If you want the masses to watch your content, please bear this in mind. Now, let’s look at a recent campaign to see how it’s done right.

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