Going Viral – The Elements of Viral Video and How to Get Them to Work for You

Going Viral - The Elements of Viral Video and How to Get Them to Work for You

In the world of marketing and especially in the social media marketing world, we hear it all the time. “Make my campaign go viral!” What exactly is a viral campaign and what are the elements of such a campaign?

What is Viral Marketing?

“Science of Timing” and marketing expert Dan Zarrella explains his definition of a viral campaign here:

“Viral marketing is a strategy by which a marketer creates a campaign focused around the goal of causing viewers of that promotion to spontaneously spread it by sending it to friends. Email was the original viral marketing strategy because the media encourages forwarding messages to more people.”

Essentially, a viral campaign is one that increases brand awareness by being passed from person to person and by being shared because it’s funny, entertaining, unbelievable, or in some cases, a little of all three. Read on learn to how to make your video go viral.

Video Marketing: Why Video Marketing is More Likely to Go Viral

Video has now taken over as the way that marketers can reach larger audiences with content that can be shared far and wide. A quick glance at some of YouTube’s and Vine‘s statistics confirm this. In fact, YouTube receives more than one billion visitors each month. A 2014 study from the Content Marketing Institute shows that video increases the chance of content being shared or embedded ten times. So first – carve out budget for your upcoming 2015 social video campaigns.

Personal + Video + Social Apps = A good reason to Share

Emails may include a customer’s name or interest, but a video can actually be used to reach out to a client in real time and with information garnered through Facebook or via other social apps. Idomoo teamed up with Saatchi Advertising and utilized a Facebook app to create an incredibly successful campaign for Cadbury’s Chocolate that featured personalized data taken from the potential customer’s Facebook account.

The campaign was called the “Flavor Matcher” and worked like this. A potential customer logged into the app with their Facebook credentials and a few moments later was treated to a short, humorous video featuring their chocolate flavor profile that was defined based on the type of likes the person had on his profile together with a picture of himself. The CTA button asked to click through to a page where they would then submit a few details about themselves in order to enter a competition for a small prize. When shared with friends, the campaign exposed the viewer to the variety of Cadbury’s chocolate available to them and helped generate a greater interest in the Cadbury’s brand.

Elements of Viral Video

Where’s the Value?

What can makes a viral video campaign different?

Personalized social videos are a new form of video storytelling that has the highest chances of going viral. Viewers are thrilled by the participation of themselves in the video, by the fact that the video is about them, that the video states what kind of chocolate lovers THEY ARE.This enchanting method of personalization ended up helping the campaign to “go viral”.

Outstanding Amplification Results on Social Media

The value added by the ”Flavor Matcher” campaign speaks for itself. Disco Dog did indeed go viral as Cadbury’s saw a 42% increase in traffic to the campaign and to its site as a direct result of this campaign. An incredible 90% of participants watched the video from beginning to end. 64% of all viewers clicked through to the competition form and 33% completed the form.

In another Cadbury Glow Personalized Video campaign, where Cadbury launched a new Chocolate brand called CadburyGlow, 22,500 video views have generated the following number of mentions on social media: #MakeTheMomentGlow reached around 1.6 million timelines and #GlowMoment reached around 17 million+ timelines with over 5K tweets.” Read more at Business2community/CadburyGlow

These remarkable results from these viral marketing examples confirm that with the right combination of elements, personalized video can shape for your brand a successful viral campaign.

How to Get the Formula to Work for You

To reach out to customers via a viral campaign, you need to produce something that’s personal, has a specific call to action, is funny and entertaining and, if possible, includes a chance to win a prize. Beautiful creative can make an impact but that may be based on either live shooting or animation. From our experience, both can turn out to be successful. A behind the scenes algorithm that defines viewers’ characteristics and personality has been proven to thrill and highly engage young audience. In general, the more personalization you add, the more engagement you’ll be generating since people love it when “it’s all about them”.

For more information – ask for our Personalized Video consultant advice

Explore More Content

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Subscribe to Our Newsletter

Explore More Content

Related Articles

5 Quick Tips for Getting Started With Personalised Video

5 Quick Tips for Getting Started With Personalised Video

When it comes to creating real connections with your audience, Personalised Video is a powerful tool. But like any tool, you need to use it the right way for it to be effective. If you’re just dipping your toes into the world of Personalised Video, we have a few tips to share from lessons learned over the past decade-plus of working with clients in a range of industries, ranging from higher education to hospitality. Some of the biggest perceived hurdles to getting started with Personalised Video involve time, money, and where to get all that data. We’re here to help. Read on for five (easy) Personalised Video tips you need to know now. 1. Right-Size Your Personalisation Personalisation isn’t one size fits all. What works well in one industry may not work in another. Case in point: Your bank certainly knows your account number, but that doesn’t mean you want

Read More
How To Choose the Right Personalised Video Software

How To Choose the Right Personalised Video Software

As tailored experiences become the norm rather than the exception, Personalised Video has been increasingly used by brands across industries to improve the effectiveness of their marketing strategies. Take a look at the nonprofit industry where Personalised Videos delivered via email led to higher engagement among donors led to a staggering 17x ROI for the Canadian Red Cross. Meanwhile, gaming brands like Ubisoft and Activision have seen great success with personalised recap videos that strengthen player loyalty and retention. As a versatile tool, Personalised Video can be used to level up communication throughout the sales process and customer journey. Here are just a few use cases and ideas to consider: Improve outreach efforts with highly tailored video messages Acquire new customers with engaging video offers Grow brand awareness when customers share their personalised content Optimise the onboarding experience with Personalised and Interactive Video tutorials In an era where one-size-fits-all no

Read More
How To Make Interactive Videos: A Practical Guide

How To Make Interactive Videos: A Practical Guide

Interactive Videos are on the rise when it comes to digital content, and it’s a trend that brands need to be paying attention to. According to the latest research, 79% of consumers are interested in receiving Interactive Videos from brands, with the demand most strongly driven by Gen Z and high-earners. Going beyond the traditional passive viewing experience, Interactive Video kicks things up a notch by allowing viewers to actively participate and engage with the content. Whether it’s clicking to learn more about a product or even customizing a video’s storyline, interactivity lets you make choices, explore different paths and influence the narrative of the video. This advanced technology is on the rise across industries, with financial brands among the first adopters. So what’s in it for businesses? Here are a few benefits that interactive content can provide for your video marketing campaigns: Increased engagement. By letting viewers make choices,

Read More

Download the Report

See more of the data and findings in the full report.

Thanks for downloading!

Your copy of our 2023 State of Video Technology consumer study has opened in a new tab.

Request a Call

Leave your details below, and our team will contact you ASAP to show you what Personalised Video can do for you.