YouTube can be a real goldmine for you from a marketing standpoint. It’s true that some people use it just because they want to goof around. They might want to make silly videos of their friends, and they don’t have any real marketing goals. However, more often than not, you’re getting into this social media platform because you want to sell your services and products.
Assuming that’s the case, then you’ll want to try and make your videos go viral. Going viral is like the holy grail for social media users, not just on YouTube, but on Twitter, Instagram, Pinterest, etc.
What Does Going Viral Mean?
The term “going viral” isn’t very complex at all. It simply means that this is a social media offering that:
- Many people have heard about
- Many individuals are watching
- Has gone beyond its niche to capture the attention of a broader audience
Going viral can be fantastic for your brand, but it can also be deadly. You certainly want to go viral with one of your YouTube videos, or several of them, but you have to do so for the right reasons.
If your video goes viral because people love it, then that’s great news for your brand. More people will become familiar with you this way, and more of them will buy from you.
On the flip side of that, if you go viral because you made some offensive content, that’s no good at all. Social media can definitely be a double-edged sword, so be aware of that. There can be negative connotations to the term “going viral” as well.
Original Content Rules
With that out of the way, let’s take some time and talk about how you can make your YouTube videos go viral for the right reasons. The first and perhaps most crucial thing that you can do is to create some original content.
Your company is going to fall into a particular niche. That niche might be pets, kitchenware, electronics, or clothing. It could be just about anything.
One thing that you have to understand when you start using YouTube, though, is that there are millions upon millions of content hours already on there. Not only that, but more is being created even as we speak.
Within your niche, there are companies on YouTube that are ahead of you. They started making content before you did, and they’ve probably covered a lot of the ground already that you’re thinking about traversing.
You need to come up with some genuinely original ideas, having to do with your niche. That’s going to be tricky. What might you do that hasn’t been done before?
One way that you can tell whether your idea is original or not is to type keywords having to do with it into the YouTube search bar. If you come up with keywords that tie directly into whatever topic you’re trying to make a video about, and you’re not finding much, then you know you’re on the right track.
You’ve come up with an area of your niche where there is untapped potential.
Artificially Inflate Your Numbers
Another thing that you could do if you want your video offering to go viral is to inflate your numbers artificially. This is a delicate procedure, but one that you can accomplish if you follow the right steps.
For this to work, you need a combination of two things. You need:
- An extremely compelling video
- A purchase of YouTube views from a company that offers them
Here’s how to do it. You want to look for cheap price structures among the companies that allow you to buy more views on YouTube. There are several different ones online.
After selecting one, you get a package of views. These get applied to your video from active, real accounts.
Once people interested in your niche start seeing your view numbers tick up for one particular video, they’ll want to watch that video as well. This is where the second part of the equation comes in.
If the video for which you purchased the engagement is not compelling, then people who watch it will be disappointed. They won’t tell their friends about it, and it won’t go viral.
If you want your video to go viral, then you not only need to start the process by buying those views for it, the quality of the video itself must be amazing.
Through the combination of both of these things, you can get that extra attention that pushes a video into the stratosphere.
You Need the Right Title
Another component of making a video go viral is to create the right title for it. Titles can be difficult. You want yours to be neither too long nor too short.
You also need just the appropriate amount of description, optimized with keywords. Keywords are words that those in your niche are most likely to use when hunting for videos on the platform.
Remember that YouTube is essentially a search engine, just like Google or Bing. Maybe someone types in a phrase like “the best holiday sweaters.” If you’re a company that makes holiday sweaters, then you had better be sure that those keywords are in there if you have a hope of your video going viral.
Shorter is Better
Another way to make your video go viral is to make it shorter.
Some companies have a hard time accepting this. Maybe you have several individuals who worked on the video, and they poured their hearts and souls into it. It’s ten minutes long, and everyone involved with the project feels like it’s the next Citizen Kane or The Godfather.
However, not many people get on social media platforms looking to spend ten minutes of their time. People’s attention spans are short these days.
It’s likely that no one will want to take ten minutes out of their day to watch your video, regardless of how long you spent on it and how much of a masterpiece you think it is.
If it’s two minutes, they might give it a shot, but if it’s even less than that, you’ll probably have the most success. You have less time to grab your audience’s attention, but analytics show that the most popular videos are usually quite short.
Tell a Story
If you take an Intro to Filmmaking class in college, one of the first assignments you’re likely to get is called a micro-story or a mini-story. You’re supposed to tell a story in a very short amount of time, perhaps thirty seconds.
It’s challenging, but it’s also a great way for you to learn how to maximize the time that you have. Think about some of your favorite commercials. It’s highly likely that, even if they’re only thirty or forty-five seconds long, they have a basic narrative structure.
People will be looking for this same thing when they go on YouTube. They want a short, concise story more times than not. If you look at some of the more popular offerings, you’ll even see that description in the title. They’ll be called something like “The Story of —.”
That combination, a short length, and a traditional, story-like narrative structure, is often successful on this platform.
Try to Elicit Emotion
One final thing you should do to make a video go viral is to try and tug at people’s heartstrings a bit. People will not respond well to your videos if they’re well-made, but they’re dry and seem too procedural. They want something emotional but not cloying.
It’s a little hard to know the difference sometimes. You want a little drama in your video, but not melodrama. Try to think about things that usually get a good response from watchers.
Any time that you can incorporate kids or animals, those often get good responses. The right soundtrack to go along with it helps, too. Some original music composed for the video can give it that extra emotional impact that will allow people to connect with whatever is going on.
There is no magic formula that guarantees a video will go viral, but if you do all of the things we mentioned, the chances for your success are much higher. It’s not a bad idea to workshop your video with a test group of random people before posting it to get some feedback and make any changes you feel are warranted.