I am always amazed at the sheer number of viral videos. I mean really? Can people actually keep track of this nonsense?
I am even more amazed that creating viral videos hasn’t really make an entrance into the Australian sports world.
My personal favourites are the ‘Call Me Maybe’ lip syncs by the Miami Dolphins cheerleaders and the Harvard baseball team, as well as ‘Every Fan in the NFL in 90 Seconds’. Yes, there are videos that have had more views and were viral-er (is that a thing? more viral? how does one say that?) but these are my favourite because they were actually created by a team/league/whatever and not just a ridiculous sport moment accidentally caught on camera like the ones at Bleacher Report. I’m not against that… but it’s getting lucky. And most teams don’t have the luxury of hoping that some fan will catch an outrageous moment on camera and the video will go viral all on its own.
So you want to make a viral video? Here’s what you need.
1. Something short. No more than 2 minutes – less than a minute is good… unless you’re lip syncing. In which case, have some fun 🙂
2. Something relevant. You want the video to align with you’re brand and what people view it. You either have to strengthen it (like femininity and the Miami Dolphins singing Call Me Maybe) or obliterate it (like masculinity with the Harvard Baseball team singing Call Me Maybe).
3. Something emotive. Scary or gross videos tend to go viral more than funny ones because of the stronger emotion. But this is Australia – go with humor.
4. Something ‘wow.’ This is open for debate… you don’t NEED it, but an element of surprise does engourage viral-ness (? Why is this such a hard word to use?!)
5. Originality… or not. While a video is more likely to go viral if no one has seen anything like it before, playing off something popular is a great idea. Why do you think ‘Call Me Maybe’ went so great? It wasn’t original, but it was identifiable.
6. Music, minorities, sex appeal. Those are just things you need. They make it better. At least, that’s what the research finds.
See how easy it is? Anyone can do this. Any team. Any league. Any player. Any organisation. So why wouldn’t you do it? It’s next to free, it takes next to no time, and the benefits are great. As long as you have some good social media and people to spread the word… you’re all set. C’mon Australia – get on the bandwagon!
Note: Some information came from a paper by Taylor West at Elon University entitled ‘Going Viral.’