Pure chance has definitely made the Gangnam style to be the most watched video. However, marketers need to think way beyond pure chance. And plumbing out the element of what makes this chance a crafty basis for almost scientific accuracy is what marketers needs to create a viral video.
Atlanta, GA -- (SBWIRE) -- 12/23/2014 -- Billions of people around the world have surely got surprised after a South Korean artist managed to hit the highest limit of views with his music video in the history of YouTube while the man behind the phenomenal hit Gangnam Style admitted in an interview that he didn't expect to garner so many views.
The lead single of the sixth studio album (Psy6: Six Rules) of the South Korean musician Psy entitled 'Gangnam style' wowed netizens when YouTube announced in December 1, 2014 that the music video reached 2.15 billion views, thus making it to be the first YouTube video to reach one billion viewers and even received the recognition as the most 'liked' video by the Guinness World Records. The viral video has been YouTube's most watched video since November 24, 2012 after passing Justin Bieber's music video 'Baby'. With the success of the video, many now began to wonder if there's a scientific approach behind its virality.
Pure chance has definitely made the Gangnam style to be the most watched video. However, marketers need to think way beyond pure chance. And plumbing out the element of what makes this chance a crafty basis for almost scientific accuracy is what marketers need to create a viral video.
Recently, Elon University managed to scrutinize 20 of Time Magazine's Best 50 Videos with identifiable patterns and characteristic that have contributed to their success, such as; title length, run time, laughter, element of surprise and irony, minority presence, musicality, youth presence and talent. But for WebpageFX, marketers can't always adhere to limitations displayed by factors such as 'run time', 'musicality' or 'minority presence'.
Yet, for Jonah Berger, an assistant professor of marketing at the University of Pennsylvania, some common elements that are based on the email marketing metrics of the New York Times can be the basis for a video to become viral like surprise, interest, intensity, positivity, and action.
But Carter Bowles on his Kiss Metrics blog made hints to Professor Berger and many other sources to explain the science of the viral content, that for him is an awe-inspiring, positive, and something that will make a person's day. According to Carter, approaching the video creation with creativity, research and tons of curiosity would likely result to having a viral video.
Still, in order to fully understand how a viral video can be created, certain psychological triggers that push the videos to become extremely popular should be given intense focus, like;
SOCIAL CURRENCY: It is believed that as long as the video has a sense of humor, surprise, information, and an element of intrigue that will elicit strong emotions to the audience or viewer – that is said to be a potential viral video.
PRACTICAL VALUE: Creating a video for viral purposes will be a waste if it has no direction, proper resources, and strategic approach. Bear in mind that an average online user views at least 32 videos per month that is, to sum it up – more than a hundred million videos – watched per day. If a marketer manages to combine all the elements (learning, informational, and entertainment) in one video that makes sense, profit happens.
EMOTIONAL APPEAL: A video should be emotionally appealing to create a material that will invoke longer and lasting emotions that tend to catch a lot of attention, but should be now and then, or maybe once a day.
RELATABLE: A video where people can relate themselves is proven to have been greatly shared especially on social media sites. But in order to make it appealing, combining some spark (including surprise, humor, or emotional connect) would make a brand in complete isolation to be shareable and viral.
ELEMENT OF SURPRISE: Changing someone's perception in a short video is what an element of surprise can do. It is always the one who saves the day for every video that are featured. They add momentum to the video that even simple or sloppy videos made it to go viral. But incorporating the element of surprise takes a lot of right timing to make it work.
If Gangnam Style has made it to become viral unintentionally or not, truly, marketers can also create a video that may not only be viral but will let people learn, get aware, and be entertained with the appropriate combination of elements and with the right timing.
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