5 Key Steps to Taking Your Video Viral
Using video online is a great strategy that allows organizations to deliver messages to constituents through blogs, social networks and other online gathering areas.
In the session "Don't Let Your Online Video Just Sit There" presented at the 2009 Bridge Conference held just outside of Washington, D.C., in late July, Michael Hoffman, CEO of See3 Communications, and Eric Werner, interactive marketing consultant for Northridge Interactive, walked attendees through the process of coming up with an online video strategy, mapping online communities to publicize videos, and creating viral, engaging videos.
Hoffman went over the following steps to creating the ultimate engaging and viral nonprofit video:
1. Redefine viral
A lot of organizations are chasing viral, he said. But what does viral mean? Viral to whom? The average YouTube viewer is not necessarily the person you're trying to reach. Even if your video only reaches a few hundred or thousand people, if they were your target audience, then the video is a viral success.
Hoffman said there are three keys to a video going viral:
- Creative. What's the video about? Is it interesting?
- Cultural moment. How does your issue or what you're doing in the video resonate?
- Planning, discussed more below.
2. Think before making your video
Key planning questions to answer before launching into a video project are:
- What are our goals?
- Who are we trying to reach?
- What message do we want to send? The key here is to balance hooking people in with staying on message and mission.
- How will we reach our audience? Via what sites?
- What action do we want them to take? And what's the likelihood of being able to do that depending on where the video will be watched?
- How will we measure success?
Video in the past has been passive, but more and more there's the ability to embed interactive elements into videos. He shared the example of a video on thatsnotcool.com that includes a "choose your own adventure" that changes the video depending on how viewers answer a question.