There’s a theory that you can’t take a video and make it go viral. Luckily, that’s just not true. Part of making a video go viral is found in remembering the formula that “Content is King.” But that’s not the whole equation. Great marketing is just as important as great content in producing the viral nonprofit video.
Is it share-worthy? Let’s back up and look at the early process, which really is about the content. You’ve got to have something that people will want to see and share. Without that, you’re dead in the water.
Keep it short and sweet. In general, the shorter the better when it comes to length. The perfect example is this clip by Kars4Kids, the car donation program: http://www.youtube.com/watch?v=oTcalBQCe6s&feature=youtu.be. People have short attention spans. If you make your clip much longer than this, you’ll need to go back and edit your script for brevity’s sake.
Get perspective. Watch your own video as if you were seeing it for the first time. Is it funny? Shocking? If you hadn’t had a part in producing it would you want to share it with your friends? It has to be something terrific that people can’t help but share or it isn’t ever going to be viral.
Be unique. It’s not necessary to have a professional film crew if you can’t afford one. Of course, it’s nice if you can afford such luxuries, but some of the most viral videos of all time lacked just that amenity. Nonprofessional is fine as long as you’ve got something that is unique and reaches people in a new way. The Pink Glove dance clip, for instance, was shot with a home camera and has over 13 million shares.
Serialize and tag. Make several short videos and tag them using the same singular tag words. That way, when one clip ends, youtube will show the other clips in the series as its “related videos” selection. This ensures that viewers who like one clip will watch the others. It makes it more likely that out of all of these clips, they will choose at least one of them to share.
Enable embedding. Presumably, if you’re aiming for viral, you want to make it easy for people to share your video on their own blogs and websites. Enabling embedding makes it possible for them to do so. This goes under the heading of covering all bases and leaving no stones left unturned.
Share it like crazy. Don’t expect your clip to go places if you don’t give it a little push out the nest. Share it wherever you can.
Share it with your audiences on Twitter, Facebook, Tumblr, LinkedIn, and Google+. Think about special interest pages on Facebook that are somehow related to the topic of the clip. Put it on your blog. Write to friends who might agree to share it. Wherever you share it, tell people: “If you liked it, please share it with your friends.”
Now sit back and watch the number of page views grow, and grow, and grow.