These days, it seems like every marketer wants to create the next viral video hit like Evian’s “Baby&Me” (88 million views), Dove’s “Real Beauty Sketches” (63 million), Dollar Shave Club’s “Our Blades Are F***ing Great” (14 million), or the most viral brand video of 2013, Turkish Airlines’ “Kobe vs. Messi” (137 million).
But according to Virool.com CEO Alexander Debelov — the viral video expert who helped spread the Kobe vs. Messi ad — most ads fall flat online because they don’t follow five proven steps:
>> STEP #1: ENHANCE VIEWER ENGAGEMENT
Show the video to a smaller sample of viewers and optimize it using analytic tools such as a heatmap of mouse movements and clicks.
>> STEP #2: TIME YOUR RELEASE
Pick a day and time to release your ad when you’ll need less views to reach the top of YouTube leaderboards (such as when other ads in your industry aren’t releasing theirs).
>> STEP #3: SEED YOUR INITIAL VIEWS
Before a video can be shared, a core group needs to see it first. Use a platform like Virool.com — or reach out to others on your mailing list — to get these initial views.
>> STEP #4: ACCELERATE THE FIRST 24 HOURS
Create additional marketing spikes during the first 24 hours to show YouTube algorithms high rates of views, likes, comments, and shares.
>> STEP #5: FUEL THE FIRE TO KEEP IT GOING
When you see the pace of video views starting to slow, use more paid ad views and reach out to your biggest fans with new incentives for social sharing.
For more details on how to create viral ads — plus secrets from the Virool team on how it helped spread the most viral brand video of 2013 — I’m happy to arrange an interview with Virool.com CEO Alexander Debelov.
He is available for phone, Skype, or in-person (San Francisco and New York) interviews from June 24 to June 30.