We all understand how important video content is to engage with your audience. We also understand just how eye watering the budgets of high quality, high impact advertising can be. Viral campaigns are undoubtedly the holy grail, allowing brands or organisations to better market their products by reaching consumers that ordinarily would not be targeted by its traditional marketing campaigns. This expanded reach allows the organisation to enter new markets and potentially expand its customer base. Such powerful campaigns have hugely positive effects for image makers in terms of not only reputation and brand building but also to ensure a healthy flow of commissions for the future. 

This sounds extremely appealing for all concerned, and while it’s impossible to guarantee a campaign will become viral, there are measures you can take to increase your chances of achieving virality. Here’s our guide to ways to maximise your chances of going viral:

  • Choose the right platform: If your video is over 1 minute long, consider YouTube. If it’s shorter TikTok is the way to go. However, it is also important to note the average user age for each social media. The majority of Facebook users are over thirty, whereas TikTok users are more evenly spread with 32% between the ages of 10-19, 22% between 20-29, 21% between 30-39, 20% between 40-49 and 11% over 50.  
  • Know your audience: It is important that the subject matter and feel of your video is relevant and appeals to your target audience. What are their interests? What challenges do they face? What are their cultural references?  Then consider what reaction or action you want from your content. It is designed to be funny, heart wrenching or intriguing? Your concept should provoke an emotional response with your audience.
  • Relatability: Create a unique and relatable concept. Videos are more likely to be successful if they are relatable and don’t appear to be trying too hard. High tech production runs the risk of seeming overdone, and are therefore less relatable. 
  • The product should be strategically placed and NOT be the key focus. You want the audience to feel like they have made the choice to purchase the product instead of it being shoved down their throats. (A perfect example of this would be the video of Nathan Apodaca, the person skateboarding while miming to Fleetwood Mac and drinking Cranberry juice – do google it if you haven’t seen it.) 
  • Visuals and Sound: Although you want your video to stay true to your brand and audience, it needs to be visually interesting. Using bright colours or interesting imagery with minimal text. The shorter the video is the greater the likelihood of it going viral is, with the top 10 most liked TikTok’s of 2021 averaging a time of around ten seconds. Moreover, when using sound, any speech should be short and sharp, making it easy to memorise and quote. When choosing music, look for trending sounds or extremely well known songs that everyone knows. It is important to add there is a fine line between relatability and cringe, using the wrong slang to try and seem ‘down with the kids’ can do more harm than good. 
  • Hashtags: Another way to get your video on more people’s radar is to use hashtags. Keep a keen eye on the trending hashtags and the hashtags that are boosting videos. Different platforms have different common hashtags, for instance #fyp on TikTok that increases your chance of getting on users For You Page. Or use of the #reels on Instagram, with reels being a recent feature. This can help to increase your chances of reaching new audiences. 

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We hope this is useful information. Williamson Carson are experts in insurance and passionate about supporting the creative industries. Contact us now if you’d like discuss securing insurance for your business.

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