The Internet Is Unpredictable—and So Is Going Viral…
If your small business is trying to grow your online presence, creating a viral video can seem like your ultimate goal. Yet I believe going viral has a lot more to do with luck than marketers sometimes want to confess. We’ve all seen totally random videos get millions of views and likes while thoroughly planned content can go unnoticed. There might not be the correct formula to go viral, yet businesses can still raise their chances.
Tell a Story Worth Watching
One of the main factors in any form of Marketing is storytelling. Your video needs to give someone a purpose to continue watching. Maybe they relate to the situation presented, want to know what will happen next, or plainly find it amusing.
For any small business, this could mean showingcasing:
Behind-the-scenes moments at work
Personal experiences from a customer
A problem and how their products can help solve it
The team and personality behind the business
Right Content, Right Audience, Right Time
Any good video still needs to fall in the hands of an audience who actually cares about it. Trends can help businesses learn what their audience wants to watch at the moment. Trending sounds, templates, conversations, and content methods can bring opportunities, but that doesn't signify that every trend suits each brand.
The goal should NOT be to copy what's trending. Your goal should be to find a way to make what's connected feel true to your brand and its audience.
Viral Doesn't Always Mean Successful
Yes, views are exhilarating, but a viral video isn't instantly a marketing accomplishment. Small businesses need to also look at:
A video that has less views that reaches the right people and brings in customers could be far more beneficial than a million views from people who never see content of the brand again.
The Bigger Picture
The internet is something that will always be unpredictable, and unpredictability makes going viral exciting! As marketers, we can't ensure virality, but we can better their chances by telling meaningful stories, knowing their audience, and understanding what everyone wants to see.
Rather than going after views, create something worth watching and sharing.
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