The How and Why of Viral Video

Tom Biancos Blog — Tue, 13 Oct 2009 17:57:06 +0000

I came across a company today called Visible Measures. They are a third-party measurement firm for that tells advertisers how online viewers interact with there video content and how that content spreads across video sharing destinations, from AOL, to Facebook to YouTube, about 150+ sites in all, kinda like a google analytics for videos, but not on your site on everyone else’s. Some of the metrics they cover are in a nut shell are.

True Reach – the measure of the total audience that has been exposed, which are calculated by placements,views, segment analysis

Video Engagement – which measures how every viewer interacts with each video which can be broken down in to initial engagement, average engagement and captivation.

There are many distribution tools to push your content to the many video viewing platforms to position yourself for total reach and testing and tracking data is 100% required in any complain, but doing this any of this does not mean any one will want to watch it. People push lot of crap out there and now one cares. So what makes a video go viral. Well on there website they have included the top 10 list of viral ad campaigns, so i included them here so we can see what is so special and what makes them viral

#1 with over 1,000,000 weekly views

Avian Live Young Campaign

Very Cute, Great WOW factor with realistic computer generated animation, good musical score and who doesn’t like babies

#2 With Over 600,000 weekly views

360 X Box Project Natal

The Technology is the WoW Factor, The next Gen Wii, Mashable Tech, closer to being in your house than not all the cool stuff we can do now with home entertainment

#3 Windows 7 Launch Party 575,000 weekly views

I really dont have any idea why anyone would want to do this or watch this video? Maybe I wrong. It may have the train wreck affect it’s so bad you are compelled to watch

#4 DC Shoes 536,000 Views

Strange, Funny and kinda cool

#5 Trend Micro Fearless Web 441,000 Views

Funny, Great Surprise Factor

#6 T- Mobile Dance 249,000 weekly views

Obviously loaded with about 2 doz. dancers but tons of regular people as well, gives you the feel of what would happen if this really happened. Which it did really happen

#7 Move on Funny or Die 229,000 weekly views

Ok strong message and its Will Ferrell

#8 Inspired Bikes Danny Macaskill 226,000 weekly views

Ok I have no idea who Inspired Bikes are or who Danny Macaskill is, but dang you can ride a bike across a 1′ iron fence and up a tree i am watching and I am going to send to a friend – WOW X2

#9 Cadbury Eyebrow Dance 220,000 views

Ok were these kids in the shining? Very strange this might have the Train Wreck effect.

#10 Bud Light Lime 202,000 views

Oh my god that is funny. Will defiantly have to post this

So as it seams to really take your video viral you have to have a WOW factor. It can be funny,shocking,disturbing or incredible but it has to be engaging. So stay tuned as I send out more funny videos. You can follow me on Facebook @ www.facebook.com/tombianco or on twitter @ www.twitter.com/centripetal – Hey wait am i going viral now? Not really.

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