12.04.12Why videos go viral

http://www.artandcopyfilm.com/

How many of you have shared/spoken about this since last Thursday?

Why?

Unique/ Interesting frame of reference

Part of a cliqueMakes you look good ;)

Isn’t this why we share ideas as well?

MAD

KOLAVERI DI

HAR FRIEND…

Are videos any different?

(http://www.ted.com/talks/lang/en/kevin_allocca_why_videos_go_viral.html)

Kevin Alloca , Trend Manager, YouTube

“In a world where over two days of video get uploaded every

minute, only that which is truly unique and unexpected can stand out in the way that [viral videos]

have.”

To sum up, three steps to viral success are:

1. Tastemakers

(Appeals to the influencers who then endorse it through a tweet, comment or blog post)

2. Communities of participation

(communities/sub-cultures creating their own versions of it)

3. Unexpectedness

(Unique in presentation, treatment, twist in the end)

The brand brief to viral video success

1. Can the brand proposition be presented in an unexpected way?

http://www.youtube.com/watch?v=gh5xu35bAxA

2. Is the presentation unique, fresh & exciting?

http://www.youtube.com/watch?v=gy37WnQhqQM&feature=fvst

3. Will it appeal to the Tastemakers?

http://www.youtube.com/watch?v=rIHGT8vWleQ

4. Are we encouraging/ incentivizing participation?

http://www.youtube.com/watch?v=rIHGT8vWleQ

5. Can it inspire copies?

http://viralvideochart.unrulymedia.com/all

http://www.visiblemeasures.com/adage

http://www.guardian.co.uk/technology/series/viralvideochart

References

“In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting

themselves best to their environment.”

DARWIN