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Making A Viral Video

Sometimes companies are looking to make that one viral video.

While often other kinds of videos are more strategic there really is nothing like a viral video to drive awareness around a new breakthrough product.

But isn’t the kind of spontaneous sharing that creates a viral video just a matter of luck?

Well, actually, when you reverse engineer the viral videos made by businesses a predictable formula begin to emerge.

  1. It must be on a topic of mass interest [dollar shave club]. People won’t share a video if they think it’s irrelevant to their friends.
  2. An insane, surprising hook in the first few seconds of the video [unicorn pooping rainbows]
  3. A quick compelling description of the problem to establish relevance
  4. The body of the video needs to constantly alternate between product benefit and an emotional trigger like a really funny joke every 5-7 seconds. This alternating pattern needs to be repeated 5-10x.
  5. Lastly, the video is seeded using a coordinated, paid distribution campaign during the week the video is launched.

You can’t guarantee a business video will go viral but if you don’t follow this formula carefully you can almost guarantee that it won’t.

You can’t guarantee a business video will go viral but if you don’t follow this formula carefully you can almost guarantee that it won’t.

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