“If the video that received 1,000 views had an initial seeding of 100 individuals, the viral nature of the video would be 9 times the initial seeding. … The same hypothetical calculation can be made for the video that received 1,000,000 views. If the initial seeding for the video was to 100,000 individuals, the “vitalness” of the video would also be 9 times the initial seeding. In this hypothetical calculation, the “viral nature” of both the video that received 1,000 views and the one that received 1,000,000 views would be exactly the same.”
A viral video is a video that becomes popular through Internet sharing, video sharing websites, social media and more mediums. But what takes those pieces that makes people want to watch the video in addition to sharing it. Sharing takes more effort than watching the video, as a comment takes more effort than liking a video. So how do these videos get noticed?
Celebrities. If there is someone who had a traumatic experience, something positive happen to them people are going to want to know about it. Shia LaBeouf is a great example of this. He was on the Jimmy Kimmel show and his clip has been watched over 800,000 times. People want to know the story so they are going to seek his story if they are interested. Celebrities have a large fan base and are able to generate a lot likes, shares, and comments because of who they are in society.
Now the concept of viral has gone viral. Brands have adapted to the concept of viral marketing. Advertisers study the way consumers are sharing, liking and comments, but does that mean the video will go viral? No. If there is no brand associated with content it may seem strange. This may generate people to see who is sponsoring the video (Gillette has done this). If there is a campaign that is being promoted by a brand the company shouldn’t influence it. McDonald’s found this out the hard way when trying to state information about a campaign through videos, but received backlash by the audience interpreting their comments differently. Companies have first hand data to create videos and are able to utilize it in a unique and creative way. The companies need psychological responses such as happiness, surprise, anger along with social motivations such as passion, reaction seeking or self-expression. This will help a video to go viral but not if it is pushed by companies because people don’t necessarily respond in predicted ways.
Storyline. Good writing or a fluid story is what makes videos gain more shares. If people enjoy the story and it targets all the correct emotional groups, the video is probably going to go viral. Looking at the audience and what they want from the company. If the story is fun and unique and not a processed idea that has been done over and over again the brand is more likely to get more exposure and their video has the potential to go viral.
In thinking about the first quote there are a lot of people that look at content that might not be derived from one location. Therefore, the concept of going viral isn’t just the amount of people that look at the video via YouTube. If you market yourself in an appropriate way brands are able to make their video go viral.
Konnikova, M. (2014, January 21). The Six Things that make Stories go Viral will Amaze, and Maybe Infuriate, You. Retrieved October 15, 2014.
Rockett, A. (2013, November 18). Going Viral: Three Definitions of Viral Video. Retrieved October 15, 2014.
When – and Why – Branded Videos Go Viral. (2013, July 10). Retrieved October 15, 2014.