Viral content doesn’t just generate traffic from the top social networks. It can give you a leg up in SERPs – Search Engine Results Pages. In Google search results, for example, if you can’t rank for a high-competition keyword, you may be able to get your product featured in content from a publisher that can do so through Google News. Google News’ algorithm focuses on the content’s diversity, freshness, textual relevance to the search, and originality.
Give your customers the answers to the questions they are asking. Not sure where to find those questions? Check out tools like Answer the Public, Keywordtool.io, and Bloomberry. Each of these tools scour the web to find the most common questions around specific keyword themes. (Read Content Marketing Tools: The Ultimate List for all the tools you’ll ever need.) Identify top questions related to your business, and instead of answering in writing, make a video.
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.
What is your marketing goal for this campaign? 1) Awareness, 2) Consideration or 3) Conversion? Each one makes up where your audience is in your funnel. Awareness means they’ve just learned about your brand so they’re not ready to buy anything but that doesn’t mean they won’t do so in the future. Consideration is when someone is already well-acquainted with your brand and are considering whether or not you’re the right choice for them to buy from you. Conversion is where your audience converts. They know and like you so they decide to take the leap and hand you their hard-earned cash. Depending on which stage you’re targeting, you should tweak your approach in your video content to better appeal to that specific audience.
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The buyer persona will also determine your brand’s tone, which is very important when recording your videos. Will you be fun and entertaining, or does your ideal buyer prefer a serious, more professional approach? Ultimately, nothing is set in stone, and you’ll be able to adapt the message and tone in your video marketing strategy as you start publishing.
Be sure to show any marketing videos you create to at least five other people before you take it live. Include people who represent demographics of any markets you plan to target. For example, if your business sells consulting services, include professionals from groups that you might sell your services too. If you sell clothing for women, include women in your test market group.
As you are probably aware, Facebook has made a huge push into video recently. There’s a lot of research that shows uploading videos directly to Facebook as posts (instead of embedding YouTube videos in posts) can dramatically improve organic reach of video posts. As a result, smart Facebook marketers are now uploading all their videos to Facebook directly. It’s been working so well that as of October of last year, there were actually more video views on Facebook than on YouTube! You can boost your Facebook engagement simply by doing some cross-channel marketing and reaching out to email subscribers who haven’t seen the cool new videos now available on your Facebook page. And an embedded video, a static image that looks like a video, or an animated gif that’s a montage of different videos are all great ways to get more eyeballs on your Facebook videos.
Far too many brands are still sending their audience to YouTube, or Vimeo, or some other third party page to watch their content. You can either own the entire multimedia experience that your audience is about to embark on, or you can send them to a page to watch your video and inevitably get distracted by the latest cat video recommended to them. Optimizing your videos is about more than just the video – it’s about the entire user experience.
Well, quite simply, it's a video that becomes popular without having any traditional advertising to support it. Viral videos are passed around via email, Internet sites, and cell phones. In effect, the general public becomes the driver of the video's immense popularity. However, in recent times, videos have gone viral after driving views by traditional methods. Basically, an ad buy starts the wave (much like priming the motor on a lawn mower) and then the public bites, and it takes off. There is nothing wrong with this way of doing things, but to be fair, it's not a purely viral video.
You may remember George Takei from Star Trek but now he is managing exceptionally written social media channels and has grown a massive following. How did he do it? He has mastered the art of a strong caption. His captions have a clear point of view, are littered with emojis (not a must but a great addition for many brands) and make elicit an emotional reaction, and better yet the motivation to comment and/or share with friends. This can be from a simple statement or an interesting question, as long as it’s authentic.
Take, for example, Dollar Shave Club, a US-based start-up that delivers razor blades to customers on a subscription basis: it first made waves with a low-budget comedic launch video that quickly went viral on YouTube back in March 2012 and was the talk of that year's SXSW technology conference in Austin, Texas. Later that year, the fledgling company nailed down almost $10m (£6m) in venture capital funding as a result of the attention – and increased sales – its video had attracted.
These are not the only signals that help a video ascend to the trending charts for the day, however. YouTube collects additional engagement data for videos including like and dislike counts, comments, and – most importantly – how long users watch the video. They specifically state that, “…the video with the highest view count on a given day may not be #1 on Trending, and videos with more views may be shown below videos with fewer views.”
Begin with a review of your existing video content. Which formats and topics have you covered, and which have you missied? What's working and what isn't? A thorough audit will help to pick out the strengths and weaknesses of your current videos and suggest areas for improvement. Check out our blog post for a guide to conducting your own video audit.
Thanks for referencing some of work here Liis. Like everything online, though, you need to be strategic in promoting your video. The content, messaging, and the promotion channels all contribute to the success or failure of your video marketing strategy.We wrote an interesting article here based on a related subjec, hope you like it ! https://thevideoanimationcompany.com/marketing/what-is-an-explainer-video-and-do-you-really-need-one