How to create a killer viral video in four steps

For brands seeking to create that all-important buzz, viral video has the potential to spread like wildfire and build instant awareness.

When Wired.co.uk attended an event run by MusicTank, titled “It Started With a Click: How to Spawn a Viral Hit”, the site reported back with the best ways for musical artists to raise their profile using online video.

Scanning the list, we reckon there’s plenty there that applies to any brand or company looking to achieve viral success.

Here is a summary of the key advice from the event:

Have a strong creative idea

Irresistible entertainment is the key to a successful viral video. After all, you’re competing online with other brands, not to mention laughing babies, cute kittens and Charlie Sheen.

Wired.co.uk advises forgetting about focus groups or your core demographic. Just come up with a brilliant piece of content. Make it fun and something that people will actively want to share.

Make it as accessible as possible

Use the most-popular technology that’s available to upload your video, or in other words, use YouTube. It might not be as artsy as Vimeo or Muzu, but it has the broadest reach. That’s not to say that you shouldn’t also upload it to those other sites, if they complement your digital strategy. Ironically, sometimes being taken down from YouTube due to complaints (as happened with M.I.A.’s Born Free video about the targeted massacre of people with red hair) can boost a video’s viral spread.

Get influencer endorsement

While video can go viral totally organically, it’s well worth seeding the content to online influencers. Target wisely, choosing popular industry bloggers or news sites that will be interested in your video.

Be extremely polite and respectful. If you are even remotely pushy or unfriendly, you run the risk of creating negative publicity.

Don’t assume a viral hit equals sales

The best viral videos spread because they are funny, quirky or cute – not necessarily because the viewer likes your brand. While virals may not create instant profits, they do have the power to build mass awareness, and can help bring down your spending on traditional marketing.

The final word comes from Matt Smith, director of strategy at The Viral Factory:

“Don’t make it too intellectually demanding . and never underestimate the power of kittens.”