By Vanessa Humes
Did you catch the video of the frozen alligators? I mean, who didn’t? It reached hundreds of thousands of people across the world and grew their Facebook followers to over 12,000 likes. Just minutes down the road from ICND world headquarters in Ocean Isle Beach, NC, our clients and friends over at the Shallotte River Swamp Park took a few videos that they’ve been posting on Facebook, and all of the sudden it’s on the DailyMail and National Geographic! Who knew?
Finding the right content
Getting a video to go viral is no easy task. You have to get it filmed, post it online, and pray to the viral gods that it continues to get picked up. But once it takes off it’s going to drive brand awareness, traffic, and ultimately–Conversions.
So what’s it take to make your video go viral like that? With Social Media integrating more and more viral videos in their organic feed, it seems like something we should all be integrating into our digital marketing strategy. But how do we make our videos go viral?
Its about unique content. Generally, it takes an original idea to make it big. There’s generally some copycat attention you can get from doing a related video, but for the most part, it takes an original video. Think about the momma giraffe that was pregnant and we all watched the Youtube feed for months waiting for her to go into birth. There’s some copycats with other types of animals, but nothing that big.
Ok, now you are in the vacation rental business, you really don’t have pregnant animals you can video… But you have amazing animals in your destinations. A lot of the vacation destination is getting into the nature and seeing animals. If you go to the beach and you see dolphins swimming it’s added value to your vacation. Swimming dolphins aren’t the greatest, but jumping herds of dolphins visible from the beach that you get just the right reel of, are. So it goes back to the originality and capturing just that right moment. Have a contest with your guests, millennials love this, to share the best video of their vacation.
The other aspect of the video should strike a chord in the emotion of the viewer. It’s going to make them laugh, cry, jump out of fear, etc. Most people want to share upbeat content. Like with the alligator, it’s all about the cold-blooded reptile surviving the bitter cold weather. Something we’ve never seen or encountered in our cozy, warm homes and offices.
The content should be short, sweet, and to the point. Again, it’s going to be very spontaneous. There may be some editing needed to get there. You’ll lose more than half of your audience before a minute, so cut to the chase.
Once you have your content posted and you see it’s starting to take off, tag or message your local news sources. They like to share in almost any viral video for the traffic and visibility of their social media posts. Once a few local news outlets pick it up, you know you are on to something and can start reaching out to your feeder markets. Those destinations have a good population interested in your area and will likely pick it up too. And really, from there, you can tag any of the big news outlets, but they’ll probably have picked you up. At this point, not only are you online, but you’ve probably gotten some free TV media time, as well.
So managers, get your social media managers out there looking for the right content to get out there. Buy them some quick video software to spruce it up and cut it into a solid reel, and watch your social media presence soar.