I think you’ll agree that most startups with seemingly regular products don’t go around making truly great viral videos. We see some companies like Dollar Shave Club nailing it, but those are rare, right? We’re not only going to list the best advice we found for creating viral videos but also prove to you that you can do it by creating viral videos for our own boring product using that advice.
We’re Upscope, a company with a boring product based in London
Upscope is software that makes people sleep at parties when you describe it.
They’ll say shit like, ‘That sounds interesting’.
No, no, it does not sound interesting, Peter. You’re just saying words to fill the silence of disappointment; I see it behind your dead eyes.
HelloScreen is what screen sharing for support and sales should be: instant, no download nonsense.
That’s important, Peter; it makes a difference. Wipe that smirk off your face. You won’t be smiling when Someone screenshots with your grandma to cut you out of her will.
To prove Peter wrong, we’re going to learn how to create viral videos and make some.
A critical summary of what we’ll cover is below
We made viral videos using the advice on this page.
Why we can all succeed in making viral videos.
Understand step 4 in the creative process or lose.
Where do you effortlessly get top viral video ideas?
How do you find good headlines for those videos?
What are the critical elements of a viral video?
How do you distribute your viral video?
The REAL reason why beginners FAIL at creating viral videos.
If you read nothing else, make sure you read point 8 about beginners. It’s something we love and our gift to you.
1. The videos we made using the advice from this page
We’ve absorbed the advice and noticed the patterns .aTeamUpscope is creating viral videos to promote our working software.
We’ll add them below soon.
There will be more than one, mainly because some of our team members think they can make better viral videos than the others. Game on.
2. Why we can all succeed in making viral videos.
You want the traffic and brand recognition it can create for you, especially now that ten competitors pop up in a year after you’ve launched. Brand matters, but can you make one?
Here’s the important thing.
Most people who make viral videos are not viral video experts.
As Kevin Allocca says, anything we do can become completely famous, including things you do… yes, you are reading.
Do you need a budget to create viral videos? Not.
Companies with little or no marketing budget can create viral videos and win via social media. **If your product is a unique hot sauce. Someone can upload an Instagram post, tagging your hot sauce company and rambling on about how much they love that sauce… People are going to see that. They want to try that hot sauce!!
How do you create a viral video for your boring product?
You begin by researching popular ideas and finding the correct headline. Your video must tell a story that evokes both negative and positive emotions and surprises the viewer. Finally, it must help the user feel connected to others, which makes them want to share it.
We cover each of these points below.
3. Understand the creative process or fail
This is awesome
This is tricky
This is shit
I am shit
This might be ok
This is awesome
Never stop at step 4. Keep going. Repeat.
Below, we have a few more mindset-related points that are needed before you read the rest.
Ask the right question to begin with
Instead of asking what will make my video viral, you should ask what will make people want to share it.
Think like a street magician and not a stage magician
While a David Copperfield-type Copperfield-type Engaged audience to tell a story to, you only have a few seconds to capture Someone’s’ attention, so think like a magician. Hit the audience with quick snippets that keep them wanting more.
It’s okay to plug your brand but come at an angle.
You’ll hear opposing views. While some say that viral videos should not be directly promotional but raise brand awareness, others state that actionable videos are essential.
You can make an actionable video go viral if you do well. However, I also think it’s tempting to shove in your ‘Sale’, which puts people off.
In our own video creation exercise, we are definitely the former. We’re making entertaining videos that raise brand awareness. They won’t be a list of features, but they will still promote the brand.
Are you scared to be in your video? It’s better if you’re in it.
Viewers like it when the people behind a brand advocate for it. It gives a video a human touch. CEOs, founders, etc. We know they’re all busy, but if they’ve taken the time to appear in their own video, they have found the time.
4. Where do you effortlessly get great viral video ideas?
Think like a reporter who wishes to get the most views of their next piece.
Find what already works.
Analyzing what’s already working for giant publishers, newspapers, and magazines can provide ideas for viral videos.
Enter a newspaper domain into a tool like Ahrefs, go to the ‘Top’ Content report, and sort by links. Reverse engineer one of those links for your video.
Use Google Trends and Buzzsumo
Find video ideas by looking at what’s trending globally or what is being shared on social media. You can see global search trends on Google Trends.
You can see what’s being shared the most on social networks by entering a topic related to your space into Buzzsumo, which tracks those shares.
Let’s say your viral video idea is about Bitcoin. If you see Someone trending with ‘38 ways to invest in Bitcoin,’ then do a video with ‘7 ways to invest in Bitcoin’.
See what journalists tweet and send them the opposite
You can see in the email below that Patrick is helping a journalist spread ideas they’d find interesting, and it’s a straightforward formula.
Hey John,
I noticed you shared this article (insert article) by Sam from TechCrunch. That article broke down how Google Analytics screwed online marketing. I have a similar article coming up, but mine talks about: “How Google Analytics Helped Marketing.”
Cheers
Patrick
Please don’t ignore your silly ideas; they can be great ones.
It’s also important to pay attention to what might seem like silly ideas.
How many videos have we seen where Someone does a routine task but amusingly or differently?
There’s a lot to be said for natural vulnerability and silliness. The milk and cereal videos, for example, were not meant to be product placements, but they certainly did a good job of it, and they were just singing about milk and cereal.
Everyone liked milk and cereal at one point, right? It’s a universal pleasure.
5. Headlines matter, and people spend a lot of time on them
Here’s an example of why great video titles matter for viral content by Karen X Cheng. Look at the progression from bad to excellent.
Here’s an ominous title: My Journey of Dance, a Year of Movement
Better: I Learned to Dance in a Year
Even better: Girl Learns to Dance in a Year
Best: Girl Learns to Dance in a Year (TIME LAPSE)
As mentioned before, Buzzsumo is also a great source of good titles.
You can see which titles work, but be careful; some work simply because the sharer is that important. Elon Musk would not need to write a really catchy title to get his article shared.
Curiosity-based headlines work because of the ‘Information gap.’
Have you ever heard of Bucket Brigades? It’s a hack that copywriters have been using for generations. It’s a simple sentence that makes the reader want to read on. For example, they’ll add ‘bottom line?’ at some point on a page, and it tugs at your attention to get you to read the following line after.
Bottom line?
People fall for bucket brigades because it opens an information gap in their brains. A gap you wish to fill. That’s why curiosity-based headlines work.
Upworthy has legendary headlines you can copy
Look at how many Upworthy, that viral beast, headlines leave an information gap and make you curious about every article.
It’s a legendary company for the work it puts into its headlines, including sprints where each person comes up with 25 headlines, which they ruthlessly narrows down to the very best. They’re a good source of inspiration.
Finally, keep in mind that 8/10 might read your headline, but only 2/10 will read your article. If you want to generate more social shares, it is all about the headline.
How do you get their attention in the first few seconds after the headline?
Let's say you don’t have some way of capturing their attention visually by spending 1 million pounds on a unique epic studio set.
Maybe you can use an ordinary situation that everyone has been in.
You know, like the first day at work. It’s awkward, right? We can all relate to Someone being shown to their desk by a manager who leaves, and then the phone rings. Panic!
If you’re still stuck, remember the ‘The APP formula for copywriting'. It consists of Agreement, Promise, and Preview.
The Agree step says to start by making a statement everyone agrees with, like “I think you’ll agree that most startups with seemingly regular software don’t think they can make truly great viral videos.” That’s how we began this article.
People know that this will be something that they can relate to.
6. What are the critical elements of a viral video?
While researching the creation of viral videos, you’ll repeatedly see the words ‘storytelling, emotion, connection and surprise.’
Yes. SECS. I just made that order up. Just now.
Storytelling ties it together.
Don’t watch this video unless you want to cry at your desk.
Seriously. No matter how macho you think you are, you will be in tears.
Who is cutting onions in this room?
Something’s in my eye; it must be onion flecks.
No, no, I’m ok. I’m rubbing my face against my jumper to get the onion flecks out. I need to pee back in a minute.
That video tells a story.
It follows the tale of an unequivocally generous man who repaid it when it mattered most.
People you know are more believable than adverts.
We’ve all seen those viral videos, and we don’t need to elaborate on them; we need to talk about videos that promote your brand.
Tell the story of your brand in a way that resonates with humanity
“Anytime you spend energy unlocking the boring out of your brand, it’s always well worth it. Shopify
The following is what Jonathan Perelman of Buzzfeed said about telling your brand's story.
Think about telling your brand's story differently, in a way that resonates with people, with humans.
“The Prius is a hybrid car, right? Hybrids weren’t seen as very relaxed when they first came out. So what about the 20 most excellent hybrid animals?
How about telling the story about the 20 most scenic drives in America? You know what’s interesting about all those drives? They’re a long way between gas stations. You know what that means? You should have a hybrid car.”
Emotions.
We can all agree with Karen Cheng when she says
‘the difference between liking and sharing is poking at the right emotions: Awe, anger, amusement — high arousal emotions’.
Emotions that work and emotions that don’t
Some emotions spread better than others.
Emotions that spread: awe, excitement, amusement, anger, anxiety.
Emotions that don’t: contentment, sadness.
The ego reflects the image we have of ourselves.
Mada Sadhete says the [3 steps to app virality](/blog/trekking-the-viral-mountain-the-3-steps-to-a-app-virality include referrals, ego and emotion. The ego part is something we all know to be accurate but don’t talk about. It’s simply that we are more likely to share things when they reflect our image of ourselves.
Fear of missing out leads us to tell friends.
The Fear Of Missing Out (FOMO) can be essential in motivating Someone to share. You send it to others because you don’t want them to miss out and come back to ego; you want to show how funny you are to spot this.
Anger makes us share it with our tribe.
Anger erupts when there are strongly opposing views, and it fits with ego. We taketake one side of an argument that reflects what we identify with. We send it to the rest of our tribe.
Do they all have to be positive feelings?
According to Kelsey Libert, [shareable content needs’ emotional complexity’](/blog/emotions-that-drive-people-to-share-your-content-kelsey-liberty and a mix of positive and negative emotions and surprise.
All the great stories we’ve read involve a range of em, options and telling is central to making content viral.
Younger people may be a little de-sensitized, so consider interactives, flipbooks, videos, and other emerging media types in the planning phase.
Connection.
Connections with people matter. A great piece of content has to connect people. The key is connecting with Someone and them connecting with others. This hot ideas spread.
When you look at a piece of media, your goal is to make people say, " I want to tell someone else about this.”
Identity and nostalgia are powerful connectors. In what way does a video relate to you? Perhaps it’s something from your childhood or your guilty pleasure; this is my culture, etc.
If it makes you remember your childhood, you’ll want to share it with others your age or from your childhood so they don’t miss out on those same shared memories.
Surprise is the most common trait of viral videos
The element of surprise is expected in almost every viral video. Why?
Let's go all psychological for a moment.
The more random something is, the higher the synaptic activitys, meaning you feel more joy.
When a discovery is made, our reward centre goes haywire and wants more; great ideas and content spark curiosity.
Also, we like surprises. We’re bored. We’ve seen it all. Surprise us!
7. How to distribute your viral video?
Making a great video will help spread the word, but distributing it is part of the process.
Get those tastemakers and influencers who care about that topic to spread is to their user base.
We’ve got an entire series of articles on that! The content distribution series is a series of strategies and tactics the masters use to generate traffic. That’s right.
One quick note on timing.
Timing can be an essential advantage in making videos go viral. ‘If you release something great related to Star Wars, three days before a new Star Wars film is released, it will get many views.’
Also, tap into pop culture. A catchy song works well. If you’re in the UK, the, you know exactly what tune I’m talking about when I say, ‘We buy any car.’
8. The real reason why beginners fail
We all know that failure leads to success. You learn faster by failing.
Do you know why most beginners fail and why some other newbies make it work and go viral?
Beginners half-ass it
Yep. I do this. You do this. Most of us do this. As Tristan found out while learning to kite surfing:
If you don’t pull hard, your kite moves slowly and gives you less power. It’s not rocket science, yet 99% of beginners only pull halfway. When it was my turn, I shut my brain off and did exactly what the pros were doing. I pulled hard and waited for my kite to get low before pulling back. I was out of the water, speeding on my first try.
