You’ve probably heard of the power of online video content to propel social media campaigns and websites into viral status.

But how exactly does video content help drive social media traffic, and how can marketers use this trend to their advantage?

In this article, we’ll discuss the basics of online viral marketing, including the types of videos that go viral, and how marketers can use this trend to their advantage.

Why Do Videos Go Viral?

It’s no secret that people love watching videos. In fact, according to HubSpot Blogs research, users spend an average of four hours and forty-eight minutes per day watching video content.

And the videos don’t just stay on user’s desktops. Thanks to the ever-growing prevalence of mobile broadband, videos can be accessed on the go as well.

So why is video content so appealing?

Well, it probably has something to do with the fact that people naturally want to engage with content they find engaging. And what better way to engage with content than by watching a short video that explains or demonstrates something interesting or new?

But beyond that, there is also the fact that we are all constantly surrounded by videos. From Facebook profiles and Twitter cards to website banners and smartphone screens, we are constantly bombarded with video content.

With so much video content available, it’s only a matter of time before someone decides to chuck out a funny, informative, or interesting clip, and the rest is history.

The Rise of Online Viral Marketing

It was only a matter of time before marketers caught on to the fact that videos can be an invaluable tool when it comes to promoting a brand or website.

In fact, if you’ve been paying attention to the digital marketing world, you might have witnessed a rise in the use of online viral marketing strategies.

While traditional marketing methods, like TV ads and billboards, still have their place, online videos allow marketers to bypass traditional gatekeepers, like TV stations and print publications, and reach their target audience directly.

So it comes as no big surprise that the trend towards online viral marketing has ballooned, as evidenced by the fact that 94% of businesses have incorporated some type of video content into their marketing mix, according to HubSpot Blogs research.

Making Video Content More Viral

Let’s take a quick look at how you can make your next video content go viral.

Create something that will entertain

It’s important to remember that videos exist to entertain. That’s why you need to put in the time to create something that will connect with an audience, whether it’s a short comedy sketch, an informative talk, or an explainer video for your website.

You want your viewers to feel something when they watch your video, whether they’re laughing or feeling confident or inspired. Create videos that will make them say “huh, what was that?” or “that was interesting.”

Use existing platforms and communities

Instead of creating a YouTube account and hoping that people will find your content, you can actually get ahead by utilizing the platforms and communities that already exist.

YouTube already has over 1.7 billion monthly active users. And now that Google has made it easier to find relevant videos using their video search engine, Google Video, even more people are likely to stumble across the content you create.

If you want to start a YouTube channel for your business, you can use the Google channel to do so officially. Just make sure that you abide by their content rules.

Be Selective Of The Content You Share

As we’ve established, videos exist to entertain. But that doesn’t mean that all funny or trendy content will make an audience connect with you.

You need to be selective of the content you share, relying not on luck but rather on an engaged audience that will reward you for your content.

In order to achieve this, you need to develop a thick skin, but you also need to be confident that your instincts are right.

These tips will help you make the right decision about which content to put out and which to hold back. Remember: you’re always free to delete a video at any time, so don’t put anything out there that you aren’t sure about.

Viral Marketing: When It Works And How To Make It Work For You

Now that you have a better understanding of how and why videos go viral, let’s take a look at how you can make the most out of this content type when used in your marketing strategy.

Use Short-Form Videos

As we’ve established, videos exist to entertain. But, as a brand, you may want to consider creating some short-form videos that will only entertain for a brief moment before the viewer goes on to something else.

One of the best things you can do for your videos is to keep them short.

If you’re new to video format or if you want to try something different, consider creating a short-form video, which include catchy hashtags to make them more discoverable, and possibly more engaging.

For example, let’s say you’re considering using videos to grow a blog. One of the best things you can do is to use a service like YouTube to create a series of short-form videos, or a podcast, to record brief interviews with industry experts, authors, or other prominent people.

The trend towards shorter video content is evident everywhere you look, from Snapchat and Instagram to TikTok and Facebook. And, if you’ve been paying attention to the video world, you may have noticed that many big-name YouTubers, like Markiplier and Phillip DeFranco, have adapted to this trend and released shorter videos, often focused on comedy, in order to keep their audience interested.

Use Visuals That Will Impress

When it comes to video content, the first thing that usually comes to mind is probably visuals. After all, videos exist in a mostly visual world. But that doesn’t mean that words aren’t important, too.

As an advertiser, you can take advantage of this fact and use pictures or graphics in your marketing material in order to catch people’s attention.

For example, let’s say your product is an outdoor grill that you want to get people thinking about during the summer. When they’re watching a cooking show or other videos about outdoor cooking, you can have them picture in their minds your product and what it can do for their grilling experience.

On the opposite end of the spectrum, you can have a fashion YouTuber record a video where she shows you the different ways she can style something as simple as a floral print top, and use the video as a means to inspire fashion fans. Both of these videos would work well as a means of driving sales, as the fashion YouTuber is demonstrating a product that helps her achieve a certain look, while the barbecue chef is encouraging the user to consider a product that helps improve their experience.

Mix Entertainment With Informatics

One of the things that makes a video go viral is the fact that it does a little bit of bit of everything. On the one hand, you have funny anecdotes or informative tidbits about your product, and on the other, you have entertaining clips that could help someone learn something new.

As an advertiser, you can take advantage of this by creating videos that contain both funny bits and teaching moments. For example, let’s say you’re a toy company that makes robotic toys and you want to use video to generate buzz for your brand. You can create a short video with funny anecdotes about your products, as well as teach your audience something new, like hand-eye coordination or programming. By doing this, you will engage your audience while also giving them useful information about your product.

Make It Shareable

Sharing is one of the mainstays of the viral marketing world and for good reason: it’s very easy to share something that you think is interesting or funny.

The fact that video content is easily shareable is one of the main reasons why videos go viral. Thanks to the fact that people have a million different ways to share content, whether it’s a post on social media or a snappy quote, videos have the potential to really take off.