Easier said than done: “Let’s make a viral video…”

If some hustler comes to you office and says “I’ll make you a viral video”… don’t say, “Show me”.

Instead, show him the door.

viral

You can’t make something go viral. And it’s foolish to set out with that goal in mind.

That said, videos that manage to attract an audience seem to have a few things in common:

1) They aim for the heart. They dare to be sincere, and honest, and authentic.

2) They employ high quality production values rather than trying to do something fast and cheap.

3) The video is presented as a gift. It asks for nothing in return. There’s no call-to-action. You don’t have to fill out a form to watch it. There’s no sense of, “We did this for you because we want you to buy something from us.”

4) The creators don’t try to pretend that this has nothing to do with their brand. Their brand is part of the story. The brand placement can’t overwhelm the video, but it has to be there.

Here is a video that manages to fulfill all four “requirements”…

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