image

You Want Viral?

May 13th, 2010 | 9 comments | Skydiving

More and more, we’re hearing that everyone wants a viral video. From clients with launches, friends doing stupid stuff, people on the street, talented singer/actors/stuntmen (you get where I’m going) – to have a video get tons and tons of views is increasingly on our list of “things we want.”

Let me stand up and say you can’t make a viral video. A video GOES viral.

Case in point – the sixth grader who does his rendition of Lady Gaga’s “Paparazzi” on the piano.

When I linked to this yesterday, it had 1.5 million views. It was posted on April 28. I just walked past the intern pit, heard they were listening, and this morning it has over 8 MILLION views.

That, my friends is viral.

So, what can we learn from this?

  1. The videos must be timely. This video was released at a time when Lady Gaga is SO HOT right now. Seeing anyone do a cover is usually a pretty awesome time, but when you get a sixth grader on piano with Bieber hair – it’s incredible. Think about what’s hot in pop culture right now – if people can connect to it, if it’s something that’s important in society RIGHT NOW, then your chances of getting more views are probably better.
  2. Videos (typically) that go viral aren’t over-produced. This is clearly shot with a flip cam. At a school talent show. Nothing crazy – just a good ole “I was there and thought this was cool and you should too” type of video.
  3. The content is king. This kid is talented. Clearly. He has Bieber hair and he’s singing Lady GaGa – there is nothing that isn’t awesome about this video. Similar to #1 – it has to be relevant, timely, and something that will make you want to watch it over and over.
  4. You have to want to pass it to your friends. What makes a video go viral? The “omg you have to see this” factor. This whole video has that. Other videos that have gone viral have it too. Maybe not the whole thing, but there’s that one unexpected moment that is TOTALLY hilarious, shocking, heart-wrenching, or otherwise incredible that makes you say “Dude, you have to see this. Just wait for it. Wait for it. BAM! There it is!”

Want some other examples of videos that went viral? Check out these:

Iggy the Cat investigates the iPad

Telephone Remake (in Afghanistan)

On the Rocks – Bad Romance

…notice a trend?

So, have you had any luck with your videos going viral? Share below! If not, do you have any tips?

  • http://ideaanarchy.com/ Mike Roberts

    When I was in 6th grade, I would have given my left arm to have the girls look at me like they were checking out Little bieber in this video. That is a talented kid right there for sure.

  • http://ideaanarchy.com/ Mike Roberts

    When I was in 6th grade, I would have given my left arm to have the girls look at me like they were checking out Little bieber in this video. That is a talented kid right there for sure.

  • http://twitter.com/BryantJoseph Bryant Seppelt

    So basically, you just gotta buy some Lady Gaga sheet music, and you'll be famous. Check.

  • kimberleymosher

    Hi Sydney,
    I completely agree. Things “go” viral, and you can never expect it (although you can hope and pray). I work in an agency and we are constantly talking about this and what is possible. Clients love referencing campaigns like the Coke happiness machine as an example, but you can never expect viral and your endpoint. You can do something amazing/cool/pass-around worthy and watch and see what happens.
    Love this kid!

  • http://www.tankboyprime.blogspot.com Tankboy

    I would argue timeliness has nothing to do with virality. How exactly is keyboard cat timely? But the points you make above are excellent ones to tell a client in an effort to convince them you can NOT engineer a “viral” video … sadly most houses will still try and make that claim in their efforts to capture an account.

  • http://rachlaroche.wordpress.com/ Rach LaRoche

    So true, viral is NOT a strategy!

    Another great example is Dancing Matt (circa 2008). He traveled all around the world and filmed himself dancing. His self made videos became so popular that Stride gum offered to sponsor him, and pay for him to travel even more (how awesome!!).

    Here's one of the many videos he made with Stride's help: http://www.youtube.com/watch?v=jWUrj22pRD0

  • http://www.victorygroup.com Ashley Intartaglia

    Great article Sydney. That kid is gonna be such a ladies man when he hits high school. Keep up the great work with your awesome blog! I'm hooked!

  • http://detroit.fwix.com Jamie Favreau

    You are right about viral. If you plan it, it probably won't happen.

    He has been on The Ellen Show so I am sure that helped with the 8M hits to the video.

  • Kris

    OK, what's with all the GaGa videos going viral??? And, if Iggy can go viral then I need to break out my flipcam more often to capture some of Jake & Riley's shenanigans. :)