5 Steps to Viral Video

One of my students recently shared a video with me that I hadn’t seen before in true word of mouth marketing style. The video is about a boy who held on to his dream and a filmmaker who was inspired the kid’s imagination and tenacity. Of course it helped that the filmmaker stumbled upon Caine, our protagonist, but even so, here are the 5 reasons why this video went viral.

If you haven’t seen the video yet, it’s a great story, have a watch:

What constitutes a viral video, you ask? Any video that has millions of views in a relatively short period of time. The viral nature of the video comes from it being shared or spread so much that it receives all those views. Everyone is talking about it and sharing it both online via email and social networks, as well as offline in person via word of mouth.

5 Reasons the Why Caine’s Arcade Video Went Viral:

  1. WIIFT: What’s In It For Them?
  2. It’s a story about a kid who had a dream. We’ve all had dreams like this and can empathize with Caine. For you, the viewer, the story gives you a feeling of empowerment. This makes you feel like you can do this too. We are inspired by stories of others’ dreams becoming reality, because we want that same experience for ourselves.

  3. Inspire and Entertain
  4. The video is inspirational because Caine obviously has a great imagination and innate talent. These are things we all want and admire in others. We are inspired by Caine’s courage and entertained by his story. Of course the videographer has edited the video to make us feel this way. Remember that this is your challenge when you’re making your viral video. Always keep your viewer in mind. Think about how they will feel. What will make them share your video?

  5. Celebrity Endorsement
  6. The protagonist is cute and likable. We want him to succeed. Since Caine seems like the underdog, we have more affinity for him. We like to see surprise and we delight in unexpected success. The celebrity here though isn’t necessarily Caine himself. The endorsing party is the videographer who was inspired by Caine’s story to make the video about him. The videographer was able to gather enough people to make Caine have such a successful day at his arcade.

  7. Have a Heart
  8. The story is entertaining and pulls on your heart strings. The joy on Caine’s face as he realizes what is happening is priceless. We share in both his ambition and his achievement. A happy ending is always a good way to encourage sharing. When people feel good, they want their friends to feel the same way, so they share what is making them feel good.

  9. To Be Continued
  10. The story is… To Be Continued…
    Just like any good TV series, there is another episode after this one. This makes us feel like we want to know more and encourages us to share the video with friends and family. Viral video requires this kind of sharing.

Your turn: What’s your favorite viral video? Do you know why it went viral? What did you learn from how it was made and what made it a viral video?

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