Creating Viral Videos
Ricky Van Veen started College Humor in his dorm room. The website now has 10,000,000 unique visitors a month, and his company produces TV shows, films, live tours and books. [Another one of those guys we love to hate!]
In this article, 10 Web Content Urban Legends, he shares his thoughts on creating compelling web content. While Ricky’s content (look at the Dr. Seuss knock-off) is far, far, far from promoting cancer research, civil liberties, your alma mater, or environmental protection, he might still hold some lessons for us.
Here’s what he says about creating successful viral videos … something most nonprofits have attempted to do by now:
“There are no rules for making a viral video. But all viral videos give the user a reason to pass it on. This all has to do with identity creation: What does passing this video on say about me?
- College Humor has a hit strategy: Only hit for nines and 10s.
- The shorter the better.
- The hook comes within the first 20 seconds.
- Sweet spots College Humor taps into: Topical issues and “Candycorn” (cultural touchstones that everyone knows, but doesn’t actively think about).”
His core point is so important. Passing along a message (in any medium, for that matter) is self-expression … it implies an emotional commitment and association. Think of your (hopefully) viral messaging in that way. Are you giving your donor/member something they’ll really want to associate with and self-identify through. It takes a lot more than just nodding intellectual agreement to get the commitment that leads to the finger pushing “Send” or “Add”!
When data indicates that only 2-3% of website visitors respond to content they find on nonprofit websites, perhaps this is something we should all reflect upon.
Tom
P.S. For those of you worried about targeting Gen Yers, College Humor is what you’re up against!
5 responses to “Creating Viral Videos”
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Most nonprofits have attempted to create viral video by now?
Most? Really? On what are you basing that assumption? If there’s data to support that I’ve missed it and would love to have a reference.
Thanks.
Dan,
Absolutely no data … just wishful thinking on my part.
Tom
I see the question as really how do you make a Non Profit / Fundraising video that has a sense of humor but yet drives home the point of charity. That’s a real fine line. It’s going to be harder to have a viral video if your cracking jokes about the issues.
A built in added challenge to the industry.
Tom, I share your wishful thinking. I think you bring up 2 good points with this topic; 1, the rules College Humor has adapted are indeed spot on (esp. if Gen Y is who you’re trying to reach). 2, Although Gen Y has a special place in their hearts for crude pranks and hilarious vids, it doesn’t mean we in the Social Sector, have to appeal to them on that level to win their attention. Here is an example of a viral vid that has had over 3.5 million views.
http://www.youtube.com/watch?v=Us-TVg40ExM
Think about all the Gen Yers who support the Arts or play an instrument, or sing, etc. The trick, is finding a way to connect to them – After that, the question is, “how good is my call to action?”
John
We just created this commerical video for our website http://www.inetvideo.com and posted it on youtube at:
What do people think? Your thoughts would be appreciated.