You Want A Video To Go Viral?
Interview with Chris Dale Marketing HQ
Chris: Now, I want to talk to you today about viral marketing. Now, you've had the...as a creative director of a business that creates videos, you've had a video go viral. I'm sure you get a lot of potential customers saying, "I want a video to go viral." What's your view on that, what's your response to a client when they come and say that to you?
Chris Schwager: Yeah, look, it's a process of education, immediately. And I don't think any conversation starts with, "Oh okay, let's go make a video to go viral." It's really like, "Why do you want to make a viral video? What are you trying to do, really? Like are you just making a video because someone said you should go viral?" Like the biggest inquiries to viral content was 10 years ago when literally we'd pick up the phone and somebody would say, "Do you guys make viral videos?" So viral was...that kind of terminology was at its peak like 10 years ago and people were really...like that was hip, that was the thing to do. It was trending, viral content was trending, like it was new... Nobody really ever thought about this type of thing. And I suppose video had made that connection a lot easier for people. So, you know, put a video out there...
Chris: So are you saying that the customers are more educated now? So are they smarter about video marketing, are they more sophisticated?
Chris Schwager: I think yeah, you're absolutely right, I think they are. I think, you know... And anyone that still challenges that idea of viralicity, I bring back to those basic marketing principles like, "What are you trying to do? Do you want a video to go viral without really thinking about it, without having a mechanism for...to continue conversations and grow your business?" I don't think they do. I think, ultimately, people, they want to create brand awareness. And if they're talking about viral video, they're probably talking about trying to get their thing going and motoring along and get lots of people looking at it. But you know, there's that mechanism right, which is flaky and kind of scarce, because it's not viral till it's viral, you don't really know what's going to happen. I mean, the video, you know, you can throw as much money at it as you want, but there's a channel, structured approach to this that determines...and forces of nature that actually propel viral content. So like if we take the swimming survival video that I produced last year, I mean that had initial...sort of headed about 300,000 reach within a couple of weeks, which was great, like we were really happy with that, right. But then it died off, like nothing happened.
Watch the video.
On Facebook it was completely dead. And then summer of last year, kids started drowning and then, you know, that video got shared a couple of times, and then at its peak, it was doing 120,000 views a day. Now, it's exactly the same video. Yes, we did everything we could to get it viral, like you know, closed captions, big titles, catchy, emotionally charged, you know, story-driven, blah, blah, blah. But it was really the forces of nature, if you like, that propelled that real growth, at a point where it's now, I think, at 1.6 million views. And you know, argue Facebook views are mythical in nature. But you know, that's a pretty good indication that it's something that people wanted to consume and it was emotive enough that they were able to share it and pass it on.
"Is it more important for businesses to get something that's actually going to help raise awareness and ultimately drive leads back into the business? I think so"
I don't think it can be something that's forced. You do everything you can to put it out there, but I think it's a case of open up your channels, get the strategy right, put it out there, and give it a go.
80% Of Buying Decisions Are Based On Emotion
Chris: If you've delivered on something important there in terms of emotion in marketing and one of the most...you know, as a marketer I know that 80% of buying decisions are based on emotion. And video is pretty much...you know, yes, the written word is capable of delivering emotion, but video is the best tool, you know, in my view, to deliver an emotional message. So in terms of that emotion, what was the outcome for that...the swim survival school that you obviously...your daughter attends? Did they see an uplift in people booking? Was there you know... What were the things that you could say are the return on investment for the company?
Chris Schwager: Yeah, great question. They have been booked solid for over six months, they can't get anyone in there. So if you...you know, the supply is the biggest issue with that business because they're trying to franchise out, they can't get enough... I mean the amount of inquiries, Chris, to me about, "Do you have this in Auckland? Do you have this in Melbourne? Do you have this in Toowoomba?" And they do not have enough supply, so therefore the pressure just goes on the existing supply chain. So we'll just go, "Okay, all we can do here is really book what we can, and anyone else that wants to be part has to be on a waiting list." So it's extremely effective, again, nothing that they can...they couldn't really flip that switch manually. And unfortunately, kids died. This video was live, and all of a sudden, it was released...
Chris: Yeah, it got picked up.
Chris Schwager: It was working to drive activity, yeah.
This Video Was Live, And It Was Picked Up
Chris: Yeah and it highlighted a pain point. Like at the end of the day, it addressed a pain point that occurred with kids drowning. So, you know, I always talk about in marketing there's a pain point that triggers the need or a problem, which, you know... But what you've managed to have was a piece of marketing that was sitting there, waiting almost like a time bomb, waiting to go off for, you know, obviously the pain point to be enacted and there to be raised awareness of the pain point in the marketplace. And fortuitously, you know, that video was there that helped provide a solution. You know, that's basic marketing. There's a pain point, consumers have an issue, kids are drowning, here's a, you know...particularly young kids who aren't necessarily physically capable of falling into a pool and doing freestyle, you know, they have to find a way to float. And it's a great example of how video can work and how video can address a pain point, and then obviously showcase how to fix it. So, yeah.
Chris Schwager: Exactly. And just quickly, Chris, I know that you've got to take off but, you know, I suppose that idea about viral has shifted too. Like I think, initially 10 years ago, people were thinking, "What funny, clever, quirky thing can we do to get the thing to go viral?" And it's just not the case, right? If it's drawing on emotion and it's solving a problem that somebody's not necessarily thought about before, then, you know, it's probably 10, 20, 50 times more likely to be active and get that viral nature about it than something that's just not heartfelt and flaky in its execution.
If you're looking to improve leads using video head to our portfolio, and watch customisable video solutions relevant to you.
Click Video Solutions for more.