We never know what will strike people’s fancy and earn a ‘viral video’ notation. This month, it’s all about feel-good stories and cute animals as a koala from Australia and a computer-generated cat from the U.K. take top awards. Imogen the koala lives in Symbio Wildlife Park and her cuteness has propelled her to fame in a series of videos from the park. And, while not a real cat, the CG cat video brings a children’s book character, Mog the cat, to life as she accidently wrecks her owner’s home, but saves the day by calling for firefighters on Christmas morning.
There are three key factors for viral video success:
- Reaching the tastemakers.
- Building a community of participation.
- Creating unexpectedness in the video.
Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs. It might be YouTube, and more often now, it’s on Facebook and other social media. Check out this week’s top videos and discuss what makes them “go viral.”
Group Activities and Discussion Questions:
- Bring up Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-11-16-15/301388/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1448383234
- Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
- What is unusual?
- Who will it interest?
- What is the key message?
- How effective is the ad at getting the company’s brand and message across to viewers?
- In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?
Source: Advertising Age, Visible Measures