Idea Starter #1 - Viral Video Piggybacking: One way to get directly into the viral arena is to piggyback a current viral video or trend. You will know which videos are going viral, you'll see them in your inbox, on Twitter, or on the front pages of many social websites. Do a parody of it, remake it, just make sure you don't infringe on anyone's copyright.
Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly. 

Numa Numa Dance: Gary Brolsma, the young man doing the Numa Numa dance in his chair, publicly stated he was rather embarrassed when his video went viral - which prompted even more views. Brolsma's video received coverage from Good Morning America, The Tonight Show, and VH1's Best Week Ever, with the Numa Numa Dance video being listed as number 1 on VH1s Top 40 Internet Superstars. Most of us have sung into hairbrushes, invisible mikes, and sang off key to our favorite songs, or made videos of ourselves never meant to be aired. We feel uncomfortable spying on Gary Brolsma but somehow that makes us feel like sharing it with others even more.
In fact, Buffer found that 83% of marketers said that they’d create more video if things like time, resources and budget were no longer an issue.  Limitations in these areas can be enough to keep us from moving forward. But fortunately, video marketing is becoming more and more accessible with video making platforms, like Promo.com, that address the need by saving both time and money, while providing professional-looking videos.

Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. I couldn’t have said it better than Mark Schaefer, the Executive Director of Schaefer Marketing Solutions:
Have a look at your current customer base. How can you profile them? What pain point are you solving? Where do they spend time online? This is the foundation of who you’ll target and how you will communicate your message. If you still have not hit the audience you’re aiming for, consider profiling your target audience based on the ideal customer. Ensure that they are in fact in need of your product or service and that you meet this need in a unique way within the market.
Unfortunately, animated gifs don't work in Outlook. All you'll see of an animated gif in an Outlook client is the first frame of the gif. While that's a significant limitation (especially for B2B marketers, who usually have a larger percentage of Outlook users than B2C marketers), there is a work-around. Just create a first frame that also works as a static image.
Gary has always loved media, entertainment and technology and is really glad he gets to “work” in these fields. He joined GoAnimate in 2011, after spending ten years in Asia working with Wego.com, Mediacorp Raintree Pictures, Yahoo! Southeast Asia, and MTV Asia. He holds a BA (Magna Cum Laude) from NYU, an MFA in Film from Northwestern, and an MBA (With Distinction) from INSEAD. Follow Gary at @L1pk0 and GoAnimate at @GoAnimate.
Animated gifs are increasingly being classified as videos. Though they are radically stripped down from a true video, it only takes a couple of frames to make an image appear to move. This is one of the tricks to keeping animated gifs both small and engaging – they shouldn’t be much more than six or seven frames. Often three or four frames is the sweet spot. It’s just enough motion to be engaging.
Idea Starter #4 - Voyeuristic Viral Videos: We are all voyeurs in some way. The number of reality shows on our TV screens is a testimony to that. So, think about a way that your video can be something that's filmed "under the radar." From hidden camera techniques to surveillance footage, making people feel like they're being let in on something that should be secret is a great way to get attention.
It is hard to know when a marketing campaign has truly been successful but with viral marketing campaigns it is more so. Even if you receive lots of free publicity and traffic to your website, if the aim of the campaign was to increase sales and this hasn’t been achieved then the success of the campaign is questionable. Today success metrics and Key Performance Indicators (KPI) are hugely important in marketing departments, and setting these metrics needs to happen in the planning phase. Track these figures regularly in the days after the campaign goes live to really understand the success behind your campaign. This can help you optimize your activities in real-time so you can get the most out of your efforts.
Today, the viral video is perhaps the form of online entertainment with the greatest global reach. The most popular viral videos are viewed by hundreds of millions (sometimes even over a billion) from all over the world.[1] With over 100 hours of video uploaded to YouTube every day, the competition for this new type of fame is fierce, but viral stars can come from any background and can literally be made overnight, so everyone — including you — has the potential to become a viral smash hit.[2]

One of the greatest benefits of creating videos — aside from the fact that people love to watch them — is how they can continue to work for you long after they’re created.  They can give a boost with SEO, they can help with your email marketing efforts, they can keep building brand awareness and sending customers back to your online store a long time after they’re published.

Viral content reaches people in different ways, depending on the platform they are using. YouTube users, for example, can browse trending videos. According to YouTube Help, YouTube evaluates signals such as the video’s view count, rate of growth in views, where the views originate from (i.e., YouTube search results vs. an embedded video in a blog post), and when the video was published.
It shouldn’t be hard work for your email subscribers to watch your videos. So, instead of having users click a link that leads them to a landing page to watch your video -- an extra step -- embed the video directly into your email. This will save users that extra click and improve the user experience. Increasing the number of views your video will receive in turn increases the odds that your subscribers will convert.  

Video and mobile go hand in hand. 90% of consumers watch videos on their mobile. From Q3 of 2013, mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.
To make your videos as memorable as possible, ensure that you’re keeping them in line with your brand strategy. This means keeping colors, fonts, logos and voice the same in your video marketing as they are in your blogs and articles. While videos do things text content doesn’t, users should still be able to recognize the style and format of your brand’s videos online.
Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly.
Rapid response to hot topics: Print is the easiest medium to produce and manage – once a statement is approved and locked down, everything else is copy and paste. But what’s the hidden cost of leaving the reader “unsupervised”? Video lets you marry tone and words, control the pace at which viewers move through a piece of content, and direct their eyes and ears to points of emphasis.
After planning out your video content, you need to figure out how you’ll publish your videos. Will you increase the authenticity by filming live video on a platform like Facebook or YouTube, or would you prefer to record, edit, and upload your final product to ensure perfection? Of course, there are benefits to both, but it all depends on your audience and message.
Have you heard about a new marketing tool, a medium that’s being used all over the internet? It’s uncanny, your email click-through rate could be increased by up to 300 percent and your unsubscribe rate could be reduced by 75 percent. By now you’re probably thinking that we’re talking about some pricey, heavy-hitter enterprise software system, but we’re not. It’s a medium you already use every day. The answer is short and simple – it’s video.

Try to launch your campaign with three to five videos and add to your video collection over time. If you only have one video - don't try to take it viral until you have more because one video is a clear indication you are just not ready yet. If you don't have time and resources to make more than one video, you probably don't have the ability to handle hundreds of calls a day either.

Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.
You can work with an agency to develop the videos. This option is more expensive, and you will often end up spending thousands of dollars for a single video. However, you get what you pay for. If you’re looking to create a single, impactful video (or if you have a healthy marketing budget), working with professionals is certainly a beneficial option.
Make sure to track your reach, clicks and sales for each ad and consider A/B testing one element of your video or caption and then run it again. Needls Co-Founder Michael Koral points out that, “by testing two videos against each other, you can isolate what messaging does the best for you (and at a larger scale because more eyes will be on your content) to see what provides the best engagement and ROI from their advertising.” As you create more and more videos you will be able to track your business trends and what wins your audience over.
For many of us in the online marketing industry, each year we wait with bated breath for Mary Meeker to release her annual Internet Trends report. We can’t wait to see what’s on the horizon, what new trends we need to be aware of, and of course, what’s old news. And each year, the report grows larger and new stats arise to surprise us. One of the most important trends concerns video content marketing.

Rapid response to hot topics: Print is the easiest medium to produce and manage – once a statement is approved and locked down, everything else is copy and paste. But what’s the hidden cost of leaving the reader “unsupervised”? Video lets you marry tone and words, control the pace at which viewers move through a piece of content, and direct their eyes and ears to points of emphasis.


Create the right content for the goal you are trying to achieve. Sometimes, a 7-10 second video is all you need to show your great new product, and sometimes an in-depth tutorial or course is exactly what your audience is looking for. If you’re goal is to drive sales, what call to actions are you baking into the video to direct people to purchase pages? If you’re goal is to simply increase the number of views, what are you doing in the first 3 seconds to capture the attention of the user and incentivize them to stick around for the whole video?

Oreo did in fact have 15 person strong social media team standing by to jump on anything that could have happened during the evening but you can still be this viral with a one person team if you can keep on top of current trends in your industry. Learn from this example of great viral marketing and use current events to position your product in the middle of it in a positive light.
Some brands and influencers have found an incredible niche on YouTube. YouTube personalities Casey Neistat and Amy Schmittauer are awesome examples of influencers with a loyal following while GoPro is the Cinderella story of brands making it big. Those, along with countless others, have discovered a formula for YouTube success and it has worked well.
Beta Testing: Identify top influencers who can try your new product in beta and motivate them to review and talk about it before it goes to market. Their followers will be privy to ‘classified’ information that makes them feel great and they will want to know more about the product. Make sure that any bugs or confusion that are identified in this phase are solved before the product goes live. It could turn into a lessons learned blog!

Dig up something tacky from the past. It's amazing how quickly pop culture that seems cutting-edge at the time becomes embarrassingly dated. Older music, fashion, TV shows, and so on can be absolutely cringe-inducing with a decade or two of hindsight. Unearthing an old, forgotten gem of retro cheese and uploading it to the internet can be an unorthodox path to viral success, but it's one that can truly pay off if you hit the jackpot — consider how the practice of "Rickrolling" became a cultural touchstone based off of a decades-old music video by Rick Astley.
Each video is reduced to the most basic steps of the process and sped up in post production so it only lasts for 30 seconds. The beauty of these little social video snippets is that they quickly solve a pain point for users. Vegan but want to enjoy a smoothie? Check out how to create vegan cherry garcia acai smoothies or what about some non-dairy caramel almond brittle tarts for the lactose intolerant in the audience?
Don't limit yourself to YouTube. There's no disputing that YouTube is the most popular video-sharing platform in the world (official data from Alexa, an online statistics company, puts YouTube as the third-most-visited site in the world behind Google and Facebook.) However, it's not the only place to upload your videos. Hosting sites like DailyMotion, Vimeo, and more sometimes offer attractive features to video providers. For instance, DailyMotion is sometimes ranked higher in terms of video quality than YouTube.
There are many ways to “go viral” from a marketing perspective. There are no viral marketing techniques which work for all industries so a tailored approach which includes one or more viral marketing channels is important. Videos are the most popular way, but social media posts, search engine result pages (SERPs), email marketing campaigns and even TV advertisements have created viral, trending content for companies, either on purpose or accidentally. There are many different types of viral marketing, but they can be lumped into three categories – content created by a business about their products, content created by others about a business’s products, and content that businesses pay influencers to create about their products through advertising and sponsorship. Below we talk about these types of viral marketing to highlight the variety of strategies you could have.
What’s so powerful about video marketing is it covers your marketing strategy from top to bottom. Why? First, it’s essential to take a look at video viewership. According to CISCO, video traffic will be 82% of all global consumer Internet traffic by 2021. Whatsmore, YouTube just released that people are spending over 1 billion hours watching video each day. That’s billion with a “B”!  All you need is to grab 30 seconds of that precious time to make an impact on your business.
Use good video recording equipment to get excellent results. Go for a good selection from DSLR, which is known for good image quality, speed, quality optics and manual controls. Apart from this, you can also use video recording apps which can also help you shoot excellent video. For example, Camera Plus Pro helps in advanced video recording on any iOS device, along with other features like video filters, zooming and pause support. The hi-definition 8mm vintage camera gives your video a retro style.

This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.

Great tips Gabrielle! The part about the mission caught my attention a lot, it’s something I guess I understood but hadn’t really put that much thought about. It makes total sense, you don’t wanna over saturate your customers with your product, it’s better to sell them on on the depth of it (even thinking of myself as a customer it’s actually easier for me to connect with that than whatever product), so thanks a lot.
Video really is not only the here and now of marketing but also the future. We’re in place where we can see UCG turn into branded content and kill it on social and, maybe, the next step will be more brands creating marketing videos for VR, AR, and the likes. All this shows us is that mastering video is super important, especially for small businesses. So these tips are super helpful for all of us because the more videos we make the better our marketing results and the better our skills. Luckily, for small brands and companies with the smaller budgets, creating video isn’t out of reach. Between live platforms like Facebook Live and YouTube Live and online tools like wistia.com and slide.ly/promo, it’s getting so much easier to create really high quality videos at any budget size. Gone are the days of spending thousands on video campaigns and so are the days of the big brands getting and staying in the spotlight. I don’t know about you, but I’m excited to see what the smaller, indie brands start to do with their small budgets and all these new(ish) video tools–especially after they read articles with great tips like this one.
Second place went to Turkish Airlines, with The Selfie Shootout, which depicted sports stars Kobe Bryant and Lionel Messi sending each other self-portraits from a variety of exotic locations to which the airline flies. Third and fourth places, meanwhile, went to Volvo Trucks (with the Epic Split ad, featuring Jean-Claude van Damme) and Google (with its Chrome For campaign).

Some brands and influencers have found an incredible niche on YouTube. YouTube personalities Casey Neistat and Amy Schmittauer are awesome examples of influencers with a loyal following while GoPro is the Cinderella story of brands making it big. Those, along with countless others, have discovered a formula for YouTube success and it has worked well.


Yes. Experian has reported that 72% of their clients who have used animated Gif’s or cinemagraphs in emails see higher transaction-to-click rates. And last year Dell saw a 109% lift in revenue when it tested an animated gif campaign. Nobody stats are as good as Helzberg Diamonds when it comes to animated gifs. They paired up this technique with personalization and saw a 288% lift. This particular email has become the gold standard (ahem) of what’s possible:

Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. I couldn’t have said it better than Mark Schaefer, the Executive Director of Schaefer Marketing Solutions: 

Patagonia’s video above also demonstrates the importance of setting up your video. Don’t just throw a video into your email without any explanation. You’ve got to let your subscribers know why they should watch the video and what it’s all about. If they know exactly what they’re getting, they’ll be more likely to watch. So, set up your video in the email. 
More than one small business owner who appeared on Oprah met with overwhelming and instant success. But this is not always a good thing. Some business owners reported that their websites went down due to high traffic, others said they could not keep up with phone calls and the demand for their products. Oprah is not to blame. These business owners were simply not prepared for the successful outcome of publicity that they sought.
Unfortunately, animated gifs don't work in Outlook. All you'll see of an animated gif in an Outlook client is the first frame of the gif. While that's a significant limitation (especially for B2B marketers, who usually have a larger percentage of Outlook users than B2C marketers), there is a work-around. Just create a first frame that also works as a static image.
As you probably know, the most common workaround for embedded videos is to create a “fallback image”. This is a static image that users will see if they can’t view the video. Or you can just make an image that looks like the video, complete with the player controls at the bottom. While I was searching through several thousand emails to find examples for you, it was these static images that just looked like videos that were used 95% of the time.
I like to tell people I’m “Not very hip to what the kids are doing these days.” So when the whole mannequin challenge came about, I thought it was pretty pointless. But sure enough, star after star and brand after brand hopped on board, and now there are over 4.5 million YouTube results. My employer KoMarketing’s mannequin challenge also happens to be one of their top Facebook posts of all time. Who would’ve thought?
The end result is a short, simple and tightly produced instructional video to keep viewers engaged, while naturally placing Ben and Jerry’s ice cream in front of the company’s social media following. Having experienced a 6-point lift in brand awareness using Instagram Stories, it’s likely that this encouraged Ben and Jerry’s to delve further into shorter social video content. 

Use good video recording equipment to get excellent results. Go for a good selection from DSLR, which is known for good image quality, speed, quality optics and manual controls. Apart from this, you can also use video recording apps which can also help you shoot excellent video. For example, Camera Plus Pro helps in advanced video recording on any iOS device, along with other features like video filters, zooming and pause support. The hi-definition 8mm vintage camera gives your video a retro style.
If you want to make your animated gifs even smaller, run the individual frames through a tool like Jpegmini. If you use a minimizer like that first (in addition to saving for web in Photoshop, too, of course) it’s often possible to cut the size of an animated gifs down to one third of its original size. That can make the difference between having animated gifs be a viable or unrealistic technique.
Did you know that 65% of your audience are visual learners? One of the most powerful methods you can use for video marketing is to educate your audience. And the great thing is that education comes in many forms. For example, you can teach your customers how to use your product or service and provide useful tips on how to make the most of it. Or you can create a webinar to showcase your industry knowledge, position your brand as a thought leader, add value to your consumers’ lives and collect leads in the process.
Make a "Let's Play." Believe it or not, some of the biggest viral stars in the world are people who simply record themselves playing video games, then share the footage with their live commentary added in. These types of videos, which are called "Let's Play" videos, are a form of entertainment that's rapidly grown in popularity in the last few years, so you'll already have a built-in audience if you're able to put out funny, well-made content.
So what's the take-away here? It’s probably still a year or more until HTML5 video in emails is more widely used. Some of the bravest email marketers might leap in now, like Chanel did with this HTML5 email that StyleCampaign created, but those will be the exception. Again, what really matters for your results is which email clients your list uses most. It’s a good idea to check your email analytics to see which email clients your subscribers use. Who knows, you might actually see an opportunity for some video testing.
Pro-tip: Depending on the platform you use to run ads, costs and formats can vary. However, AdEspresso found that Instagram Story Ads were still relatively cheap but had some of the highest levels of engagement making them one of the most cost-effective ad options on the platform. If you’re unsure with where to allocate your budget, try IG Story ads first and see how they perform
I like to tell people I’m “Not very hip to what the kids are doing these days.” So when the whole mannequin challenge came about, I thought it was pretty pointless. But sure enough, star after star and brand after brand hopped on board, and now there are over 4.5 million YouTube results. My employer KoMarketing’s mannequin challenge also happens to be one of their top Facebook posts of all time. Who would’ve thought? 
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