In the world of marketing, we often see clever videos that amass hundreds of thousands of views in a matter of hours. The question at hand is, how do you turn a standard video into a viral sensation?

Producing content that goes viral has become the goal of every modern-day marketer. By definition, to go viral means means to become “very popular by circulating quickly from person to person, especially through the internet.”

But making content go viral is out of the control of any marketer, no matter how savvy they may be. Rather, it’s all in the hands of consumers. Content has to be likeable, be shareable, and catch on at the right time — which is more challenging than it seems.

In this article, we break down why some types of content go viral, why others don’t, and how you can navigate the field of viral marketing — especially regarding how it pertains to videos.

What Makes Content Go Viral?

Sometimes, viral content has a well-designed strategy behind it. Other times, it’s just a matter of luck.

Huffington Post found that awe, laughter, and amusement are the three most vital emotions responsible for content going viral. When we really analyze them, viral marketing campaigns all have one specific attribute in common: they’re organic.

Content spreads organically — which means whether it ends up spreading around is decided by your audience. On top of being organic, content with potential to go viral is timely, relevant, and makes a bold statement.

Factors to Consider

When creating a video you want to go viral, you’ll probably think — and overthink — many factors. How much money should I be spending? What kind of message will be most shareable?

You’ll find that sometimes, it’s the least costly videos and the under-the-radar ideas that sparked some of the most viral videos of all time. Here are some considerations marketers should keep in mind:

You Don’t Have To Break Your Budget

Consumers don’t care — and often aren’t even aware of — how much money you spend on a video. Check out any "top 10" video reports, and you will find a mix of million dollar ads and 50-cent ads. The more creative you are, the more likely you can produce something great with fewer resources.

Consider Blendtec’s “Will it Blend?” video series, for instance. In a clever effort to promote the durability of their blenders, Blentec created videos grinding up unusual items in their blenders. These items included an iPod, golf balls, a camera, and even a ski. Aside from the cost of the destroyed items, Blendtec pulled off a very low budget — and very successful — video series.

Takeaway: Viral videos are authentic and organic, which means you don’t have to go overboard with your expenses on production. Many videos have caught on simply because their message resonated with people — not because they poured thousands of dollars into them.

Offer Something Outside Of The Box

At the end of the day, producing something unique is what ultimately gets people talking — and sharing. That was the goal of Metro Trains, who wondered how in the world they could promote railway safety in a fun, engaging way. This led to their award-winning campaign, Dumb Ways to Die.

Most people are familiar with this cutely morbid video featuring animated characters dying in amusing circumstances. However, there’s a lot more to the campaign that made it a viral sensation.

With the help of advertising agency McCann Melbourne, Metro Trains unleashed “Dumb Ways to Die” in 2013 as a public service announcement. This PSA went viral through social media and enabled Metro Trains to accomplish two goals: first, producing something different than the typical gloom-and-doom public-service ad, and second, finding a way to inspire youth to think about train safety.

The ad spot — which was just as amusing as it was educational — received over $60 million in media impressions in 2013 alone. It now has nearly 189 million views on YouTube.

Takeaway: With strategic and creative thinking, brands have managed to spin even dull topics into engaging content that has gone viral.

Tug On The Heartstrings

Manufacturing a viral video is almost unheard of, but GoPro made it possible — simply by reposting someone else’s viral video.

Firefighter Cory Kalanick published first-person Go Pro Hero3 footage of his dramatic animal rescue. In the video, Kalanick pulls an unconscious kitten out of a fire in Fresno, California and resuscitates him.

Seeing the overwhelming amount of positive reactions from people, GoPro did what any clever brand would do: it repurposed the video and published it as an ad spot under its name. Published on YouTube in September of 2013, the tear-jerking video has now racked up over 43 million views. The video is great on many levels: it shows that the camera can endure even the most dangerous situations, and it presents an inspiring story of a brave man putting his life on the line.

Takeaway: Video content that elicits an emotional response will also elicit more social shares — increasing the likeness of a video to go viral.

Conclusion

Video content generally goes viral because it makes a lasting impact on your audience — an impact large enough to evoke them to share. Make sure you focus on eliciting positive emotions and spreading your brand message in a unique way. Remember, your video content will be more likely to go viral when you’re pushing something authentic, rather than forcing something off-brand.

Going Viral: Key Attributes of Viral Videos