The other day I read a great Fast Company article entitled, Why No One Will Watch Your Crappy Corporate "Viral" Video, And How To Fix It.
This morning, while doing some research for a client in the tooling industry, I ran across this video on the website of an indirect competitor and it immediately brought the article to back to mind.
Even though it’s been online for over a year and prominently featured on the company’s website, it’s easy to see why it’s only been viewed a little over 1,400 times. It’s unnecessarily long and fails to evoke any emotion whatsoever.
Later in the day, a friend sent me a link to another video. It’s a spot made for a vodka brand that hits on two important emotions - fear and frustration. First the fear. The thought of being 30 stories in the air just freaks most people out - me included. Then comes the frustration. It reminds us that we all work like crazy. It suggests that people look for balance between work and play and when they play to consider Ultimat Vodka.
This video has amassed over 1.5 million views in less than one week.
As the Fast Company article suggests, if you want your video to go viral, “It has to be to the level of awesome. Awesomely funny, upsetting, uplifting, offensive, whatever the emotion is--it has to hit it hard.” Even if your goal isn't millions of views, you've still got to educate or entertain if you expect people to respond.
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