Best Practicesin Viral Video

Marketing

By Aashish Chopra

about me

one year, two awards, millions of views

evolution of video marketing

● 1941 First TV Commercial (US)

● 1980s TV Commercials disrupt media

● 1984 Iconic Apple Ad shatter records

● 1995 First viral, South Park Xmas Card (shared on bootlegged VHS tapes)

● 1990s From DD to Satellite TV (India)

● 2005 YouTube launched

● 2006 Google buys YouTube

● 2013 Facebook announces plans for video

Total internet base in India estimated at

354 million users 213 million mobile internet users

by June 2015

evolution of video marketing

evolution of video marketing

2015

evolution of video marketing

From Mashable

power of video

‘the hunter gets hunted’

hiring filmmakers

traditional in storytelling

YET

new-age in filmmaking

my challenge last week

my challenge last week

my challenge last week

what’s a viral anyway?

obsession with virality

● internet/mobile internet userbase growing

● eyeballs moving to mobile/social

● competition growing with it

● low cost, high reach compared to traditional media

● holy grail - coolest thing to get a viral!

Viral is an outcome, not in your hands

Just like..Blockbuster movie is an outcome

Topping exams is an outcomeA Gold medal is an outcome

:)

What’s in your hands,is your performance (action)

wrong focus

why people share?

it’s about psychology, not

technology

my learnings

• cool twist to news story

• happy stories work better

• express their identity

• less shock, more awe

• inspire action• show something

unique• make them look

cool, when they share :)

Message vs

The Messenger

revisiting influencer marketing

revisiting influencer marketing

we are fighting throughoverwhelming content density for

a finite level of attention

• chaotic newsfeeds (2000 posts filtered outdaily: FB)• too much competition (Facebook reach dropping)• attention spans dropping• survival of the fittest, most remarkable content• BS radars evolved, no trust

the challenge

method to the madness

viral video marketing

best practices - video marketing

why wouldanyone share?

• is it share-worthy?• are you making an

ad?• BS detectors• earn their share

best practices - video marketing

how to come upwith topics

• get obsessed about your users/customers

• it’s not about us, nobody gives a **** about us

• it’s about them, their pain points, problems

best practices - video marketing

how to come upwith topics

• solve problems

• examples

– ixigo: trains problem

– food biz: breakfast

– clothing store: tie– software biz: how

to– real estate: q & a

best practices - video marketing

they don’ttrust us

• earn the share

• invest in their/family’s well being or happiness

• do something for them, before they do anything for you

best practices - video marketing

always benews-jacking

• anticipate trending topics

• topical content ~ newsworthy content

• FB,TW love topical content, newsfeeds

• example: fools dayixigo, IIT bombay

best practices - video marketing

how long shouldthe video be?

• as short as possible

• attention span lowest ever - 8 seconds

• between 2-3 minutes works well (under 30s better)

• longer work if– celebrity– how to video– ted talks

best practices - video marketing

make formobile screens

• clutter free composition; tiny screen

• big font

• case of square videos

– vine, instagram– facebook,

whatsapp– time expectation– no tilting– made for mobile

best practices - video marketing

firstimpressions

• thumbnail image

• title / description

• wall copy

best practices - video marketing

2nd first impression:

first few seconds

• interesting from 1st frame (FB autoplay)

• YouTube’s 15 sec rule

• case of hotel hacks: YouTube rule: 1mShorter cut: 3.5m

• new learning: first 3-6 seconds

best practices - video marketing

call to action buttons

best practices - video marketing

call to action buttons

best practices - video marketing

• Tuesday / Wednesday launches

• Multiple versions:FB, YT, Whatsapp

• Initial seeding: cross platform, core group

• Facebook: boost after organic peak

• Outreach to 3pm content blogs, bloggers, news

distribution strategy

best practices - video marketing

anu malik approach • watch a lot

• search ideas• connect the dots• get inspired• get creative• for indian audience• don’t get me

wrong! ;)

frequently asked questionsabout video production

video production basics

1. tools for video slide show (use slideshare)

2. editing software: iMovie, Windows Movie Maker, FCP, wevideo: cut shots, add text/music. Learn on your phone first

3. what camera: phone/dslr all HD now, keep composition clutter free

4. I don’t have resources/skills: improvise

5. how to write script: think in shots, CAR

6. I don’t have skills, but i’m passionate: learn!

7. storytelling beats production value!

video production basics

ideas are over-rated,ideas are cheap,

ideas are everywhere,google and you’ll find ideas

last words

Execution is everything.

thanks :)

Aashish Chopra

Tweet me up @aashishc LinkedIn - www.linkedin.com/in/acway

ixigo videos

YouTube: www.youtube.com/ixigorocksFacebook: www.facebook.com/ixigo/videos