In today’s post, we’ll show a couple viral videos from Youtube. Youtube is a great marketing arsenal weapon for small businesses because of the wide audience it reaches. If you have an email account, then you know that people will send videos to you periodically. Often times they are shared on social media sites as well. When videos go viral, it can explode the exposure for a business, or make it crash and burn.
So what goes into making a video viral? Really, creating a viral video isn’t a matter of planning, but more of chance. The Weather Channel gets a little lucky with the first video because Jim’s response to the attacker. This gives instant credibility to Jim, who is pretty much the “Weather Guru” when it comes to forecasting for the Weather Channel.
On the other hand, the second video does just the opposite. You don’t have the feeling of “admiration” for this other reporter. Rather the opposite is true, as you’ll see that he really loses it. While they are both great videos for a laugh, there are two different feelings you feel at the end of each viral video.
Example 1 – The Brave
This first video is a great example of two things. First of all, what goes into the DNA of viral videos, and secondly why you want to hire confident and strong forecasters! While the video isn’t as dramatic as the one below, I think the amazing thing is how calm and collective Jim is when attacked. He barely misses a thought and keeps going on with his speech sending it back to Mike at the end of his update.
Gotta love Jim Cantore – the Weather Channel Super Hero!
Example 2 – Lizard Reporter
The second video is funny! It has been shown… and will be shown more than Jim’s video. Why? Because for whatever reason, humanity likes to watch other people FAIL. Had Jim punched the guy and lost his cool, that would have been spread even further, because people LOVE to point out other people’s flaws.
YouTube FAIL videos are some of the most watched videos online. As you can see in this video, the reporter loses it. If anything, it brings indifference to the television station, if not that their anchor is a spoiled wimpy man afraid of lizards.
Creating Viral Videos
So should your brand try to create a viral video? My suggestion is to create a lot of great videos without ever purposing that a video will go viral. If it happens, great! Honestly, the chances of consistently creating viral videos are slim. The best solution for small businesses is to create videos that educate, help, encourage, teach, or review. When viral videos are created that are FAKE, people know it. The truth comes out about how the brand tried to make a viral video, and it can cause backlash.
The other important thing to remember about viral videos is that while they may get watched millions of times, it will not necessarily create revenues for a business. The better option is to create a lot of high quality videos with offers. Since video marketing is a weapon in the marketing arsenal, the video creator should always point people back to an offer on their website to try to get a sale or generate more opt-ins.
Below I’ve posted a video I created. While we’re not promoting video in FULL SWING right now, a while back I tested out a video to see how we might do. It took a lot of work and time to create it, because it was brand new for me. In the end, I’m happy with the way it turned out.
As of today, the video has 1,841 views, which is fantastic for a marketing educational video. Looking at Google Analytics, I can also see that YouTube has brought our website a number of subscribers. Again, marketing isn’t about being the “coolest” but measuring what works and then leveraging it. As part of my long term marketing campaign, we’ll continue to use video marketing as well.