Update: Dan has a follow up to this post, here. This guest post was written by Dan Ackerman Greenberg, co-founder of viral video marketing company The Comotion Group and lead TA for the Stanford Facebook Class. How the hell did that video get so many views? Over the past year, I have run clandestine how Many Hits On Youtube To Make Money campaigns meant to ensure that promotional videos become truly viral, as these examples have become in the extreme. Our rule of thumb is that if we don’t get a video 100,000 views, we don’t charge.
So far, we’ve worked on 80-90 videos and we’ve seen overwhelming success. In the past 3 months, we’ve achieved over 20 million views for our clients, with videos ranging from 100,000 views to upwards of 1. But I can give you a general idea of who we’ve worked with: two top Hollywood movie studios, a major record label, a variety of very well known consumer brands, and a number of different startups, both domestic and international. This summer, we were approached by a Hollywood movie studio and asked to help market a series of viral clips they had created in advance of a blockbuster. The videos were 10-20 seconds each, were shot from what appeared to be a camera phone, and captured a series of unexpected and shocking events that required professional post-production and CGI. 2 Most Viewed of the Week. The following principles were the secrets to our success. If you want a truly viral video that will get millions of people to watch and share it, then yes, content is key. But good content is not necessary to get 100,000 views if you follow these strategies.
Don’t get me wrong: the content is what will drive visitors back to a site. Generally, a concept should not be forced because it fits a brand. Rather, a brand should be fit into a great concept. Design for remixing: create a video that is simple enough to be remixed over and over again by others. Don’t make an outright ad: if a video feels like an ad, viewers won’t share it unless it’s really amazing. Make it shocking: give a viewer no choice but to investigate further. Holy shit, did that actually happen?
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Appeal to sex: if all else fails, hire the most attractive women available to be in the video. Now that a video is ready to go, how the hell is it going to attract 100,000 viewers? The goal is to get a video on that Videos page, which lists the Daily Most Viewed videos. If we succeed, the video will no longer be a single needle in the haystack of 10,000 new videos per day. 20th of the clicks on that page! And the higher up on the page our video is, the more views we are going to get.
So how do we get the first 50,000 views we need to get our videos onto the Most Viewed list? Blogs: We reach out to individuals who run relevant blogs and actually pay them to post our embedded videos. Forums: We start new threads and embed our videos. Sometimes, this means kickstarting the conversations by setting up multiple accounts on each forum and posting back and forth between a few different users. Yes, it’s tedious and time-consuming, but if we get enough people working on it, it can have a tremendous effect. Email lists: Send the video to an email list.
Friends: Make sure everyone we know watches the video and try to get them to email it out to their friends, or at least share it on Facebook. Each video has a shelf life of 48 hours before it’s moved from the Daily Most Viewed list to the Weekly Most Viewed list, so it’s important that this happens quickly. As I mentioned before, when done right, this is a tremendously successful strategy. Once a video is on the Most Viewed page, what can be done to maximize views?
If a video is sitting on the Most Viewed page with nineteen other videos, a compelling video thumbnail is the single best strategy to maximize the number of clicks the video gets. As we edit our videos, we make sure that the frame at the very middle is interesting. It’s no surprise that videos with thumbnails of half naked women get hundreds of thousands of views. Not to say that this is the best strategy, but you get the idea.
Also, when we feel particularly creative, we optimize all three thumbnails then change the thumbnail every few hours. This is definitely an underused strategy, but it’s an interesting way to keep a video fresh once it’s on the Most Viewed list. See the highlighted videos in the screenshot below for a good example of how a compelling title and screenshot can make all the difference once the video is on the Most Viewed page. A great way to maximize the number of people who watch our videos is to create some sort of controversy in the comments section below the video. We can’t let one user’s negativity taint everyone else’s opinions. Once people are watching a video, how do we keep them engaged and bring them back to a website?