What Makes a Video Go Viral?

By Tracy DiMarino | Posted Aug 4, 2009 | 0 Comment(s) | Filed in: Internet Marketing

Maybe it’s because I’ve always dreamed of having a unique wedding, one that would be remembered not only by me, but also by everyone in attendance. Maybe it’s because I’m always up for a good laugh or because I love when people take chances and dare to be different.

No matter the reason, I’m drawn to the most recent YouTube phenomenon, JK Wedding Dance Video. (See the full video at the end of this post.) The video shows a quirky wedding party dancing down the aisle to Chris Brown’s song “Forever.” And, something about their energy, average dance skills and sunglasses enthralls me.

I must not be the only one either; the video has been viewed more than 12 million times, featured on numerous blogs and been posted to Facebook and Twitter. Not only that, its success spans outside the Internet. The wedding party was invited to perform their entrance routine on the Today Show and the video has spurred music sales for Chris Brown.

The video’s success makes me wonder. What is it about this video that is so attractive? And, what can we learn from it? What elements improve the odds that a video will go viral?

For starters, I’m quite aware that you can’t MAKE something go viral, as no one can ever predict what will stick and what will flop. (Honestly, who would have thought 72 million people would watch Susan Boyle’s video from Britain’s Got Talent?)

However, I do believe that most viral videos have a few distinct similarities. Here are some of the characteristics I’ve noticed that are common among viral videos.

The content is unique, memorable or funny.

Whether the content is unique like the “JK Wedding Dance” video, memorable like the “Will it Blend?” series or funny like the “Zombie Kid Likes Turtles” video, the video has to be something people want to share. Videos that are interesting or entertaining are much more likely to spread. Therefore, if you’re looking for Internet stardom, be creative and come up with something new.

The video is natural and not staged.

Many videos that go viral do so because they are authentic. Edited and rehearsed videos seem to perform worse than those that depict real people living their everyday lives. Some examples of viral videos that found success by being natural include: “Charlie Bit My Finger Again,” and the “Miley and Mandy Show,” featuring Miley Cyrus and her best friend.

The people involved are being themselves.

Viewers can see through people trying to pretend they are something they aren’t. This is why Susan Boyle was so successful. She was just being Susan, a 47-year-old with a tremendous voice, still waiting for her first kiss. Other great examples of people just being themselves, include the “Star Wars Kid,” and the “Numa, Numa” boy.

The video looks like fun.

Why do I love watching a group of prison inmates dance to Thriller? For me, it’s because it looks like fun. The same goes for the wedding video where the couple dances to Baby Got Back for their first dance. Light videos that make people happy usually fare pretty well. So keep it simple, and enjoy yourself.

While there’s no set formula to make your video go viral and many times it just happens by chance, it doesn’t hurt to look at what videos were successful in the past. Go ahead; take a look at your favorite online videos. Then, think about why you like them. This will often provide you with a starting point around which you can focus your online video efforts.

And, just for fun, share with me your favorite videos in the comments section.

Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.

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