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Successful viral videos teach us a lot about the techniques that work in making a viral video successful. Same thing, when we examine the background music in videos that have gone viral, we can begin to discover what types of sound move the public.
One of the more popular music containing viral videos of 2009 is the JK Entrance Dance Video. This video, apparently filmed by the wedding videographer captured the couple’s walk down the aisle at their wedding. The couple decided to dance down the aisle to the tune of Forever” by Chris Brown . At the beginning the video appears to be filming a traditional wedding. Then the music comes on and then the whole party, including the ushers, the bridesmaids, the bride and groom dance down the aisle.
A month after the wedding, the father of the bride consented to put the video on You Tube so that relatives who hadn’t attended the wedding could view it. Little did he know, that in just two days the video would rack up 2,000,000 views, and that it would go on to become one of the most popular videos of 2009.What made this video so popular? And what role did the background music have in the process?
First and foremost, the video portrayed and shared an emotion which makes people happy. The rush of feeling as a couple walks down the aisle is one of the happiest moments in life. But this video adds another factor. By adding music and pop dance to the wedding entrance, the couple created a rousing scene which, for most people, was a novelty. Events that people have never seen before, whether real or concocted, are popular on You Tube.
But what can we say about the effectiveness of the music in this video? Some popular viral videos have unusual music to accompany the unusual visual offering. This video, on the other hand is backed up by a popular song “Forever,” by Chris Brown. One has to suggest that the music contributed to the video’s success in two ways. First, the title and lyrics expressed a popular sentiment. People watching weddings always like to see the love between the couple and evidence of their intention to stay in love forever. Additionally, the music had a rousing beat. And while it wasn’t strange, like the music in the Chocolate Rain video or the Christmas lights gone wild video, for example, all three videos have in common background music with a captivating rhythm.
In fact, captivating rhythmic music, either dance music or entrancing wild rhythmic and repetitive music seems to be common among many successful viral videos. When most people surf the net, they like to be entertained and they like to be excited, and music with a captivating beat does both.
Thanks to Winmax Video of California for sponsoring this report. Winmax is a professional video company which produces trade show videos viral videos, restaurant videos and corporate video
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When we watch popular viral videos and ask ourselves what makes them popular, we learn a lot about the viral video genre. Today’s, number one video, a 4 1/2 minute prison video is a case in point. The video documents a group of uniformed prisoners performing in the prisoner’s lot of a maximum security prison, as they dance in unison to the tune of the Michael Jackson song “This is it.”
The dancing video was preceded by a similar video from the Philippians documenting incarcerated inmates dancing to a different Michael Jackson tune. While not the originator of this genre, this video bests the first one in the dramatic high quality performance of the inmates, who exhibit amazing timing and uniformity, and who obviously practiced under supervision to make the performance. The inmates are divided into groups based on the color of their uniforms, and during the video they create changing geometrical shapes, and at video close they create a peace symbol, which can be seen quite well from the vantage point of the person who filmed the video. The musical background. The effect of the dancing is amplified by the Jackson lyric “all I want to say is that they don’t really care about us.”
The video is certainly attracting views because of its content. But what is it about the content that appeals to people. I believe it is first and foremost the contrast between the stereotype of prisoners in a maximum security prison versus this relatively sophisticated dance performance. Seeing a group of men, some of whom will be incarcerated for years, if not for ever, performing in a creative dance video is an experience which relieves the normal negative stereotype of maximum security prisoners. Like a joke, which lightens a serious situation, this video lightens the otherwise negative thoughts we have about incarcerated prisoners.
Hidden within the subject of the video is an even more poignant contrast. Prison life is characterized by constriction of movement. Dance is characterized by freedom of movement. Disciplined dance bridges the two opposites, and creates a moment of aesthetic freedom for these confined men. So as we watch the video we are relieved that we can have a new image of prisons that is lighter than before.
This ability of the video the present content that we want to take with us, is the quality which makes videos become viral.
Thanks to Winmax Video of California for sponsoring this video. Winmax is a video production company that produces trade show video and restaurant video and other types of business and corporate videos.
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Background music can make or break a viral video. One humorous Internet video had logged over 600,000 views, when their sound track was pulled because of a copyright issue, and the video lost its popularity immediately.
But this observation begs the question as to exactly what types of background music are most conducive to web videos going viral? Two popular You Tube videos that did go viral shed light on the problem. One of them, Chocolate Rain, was among the most popular offerings in 2007. In that production, an untrained bass baritone, sang a song based on the refrain “chocolate rain” The accompanying electrical keyboard was a driving repetitive melody line that had a strong hypnotic effect. The keyboard tune created a tapestry of sound that held the viewers prisoner in its powerful bolero like repetition. And, the background music was complemented by the stark performance of the singer, his almost abject expression, and his intense focus on the song and its refrain.
Another popular online video that went viral, was a December video called the “Christmas Lights Gone Wild Video.” In this video, we see a light display that was created by the alternating blinking of holiday lights decorating a suburban house, and which is synchronized to a bizarre musical background. The video has logged over 6,000,000 views.
This video consists of a strange visual presentation set to a strange musical line. The electrical synthesizer music, as in the first video is repetitive, driving, and at times rises to a cacophony of sounds. The video also serves to hypnotize the listener with the spell it weaves.
What attracts people to this video? It is the wild driving bizarre beat, synchronized to the strange light show. And what quality does the light show and the music line have in common? They are both novel.
If I was asked to describe what these two videos have in common, I would list the novel character of both their visual imagery and the background music, and the hypnotic driving repetitive nature of the musical background material, which enhances the viewing of the novel visual material.
Unique viewing material and a bizarre and or unique driving wild repetitive beat, two ingredients of an exciting viral video.
Thanks to Winmax Video of California, a producer of viral videos, Trade show video and %LINK2 for sponsoring this article.
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Watching successful viral videos is the best way to learn what it is that makes some of them super attractive to the public. Watching the most successful video of 2009, the Susan Boyle’s Britain Got Talent Video, teaches a lot of what makes some videos popular. The video can be seen at http://www.youtube.com/watch?v=RxPZh4AnWyk. The video documented the performance of a 47 years old unemployed Englishwoman from a small village in England. As the dumpy somewhat disheveled woman strode up to the stage and told the judges in her thick cockney accent that she wanted to be a professional singer, they were certainly a bit cynical. In fact, as they later said, everyone was laughing at her, everyone was against her. But a few minutes later when she started to sing, everything changed. As the first words of “I Dreamed a Dream came out of Susan’s mouth, she transformed from a humble unemployed villager to a professional singer who would sweep the world in a few months
Videos of the Britain’s Got Talent Show focus on the reactions of the Judges. These three persons are responsible for recognizing true talent and responding in a negative way to contestants who don’t meet the mark. But as one later admitted, in three years working on the show, he was never as surprised as on this occasion. In every instance, the Judges are polite at the start of a performance, and always hoping for the best. Within a few seconds even the toughest of them was wearing a smile of true delight that they had discovered a real talent, and they could, as well enjoy her beautiful rendition of the song. One of the Judges was soon standing in respect, and the others wore expressions that expressed true pleasure with her performance.
As the song ended, the meek cockney woman who had taken her share of blows in life began to walk off the stage. The Judges had to call her back so they could praise her performance and give her three positive votes.
The video has attracted millions upon millions of views for the same reason that people love fairy tales with a happy ending. Everyone who has ever been down on their luck, missing out on what they deserve, unable to get ahead in their area of special ability can identify with this woman. And then to see the moment when her life is transforming from unemployment to success beyond the grasp of most people on the planet, adds to the stunning effect. Just six months later, Susan was able to meet the singer she most admires. She had brought in millions of pounds of revenue, and is just beginning to forget her past.
Thanks to video, millions of people around the world were able to witness an event that would have been mere a story to tell around the table or read in a book in the past.
Thanks to Winmax Video of California, for sponsoring this article. Winmax is a producer of quality professional and business video including restaurant video videos, corporate videovideos and marketing videos.
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There are a number of good tips on the internet for making a video go viral. And it’s interesting and valuable to put the tips together and draw some conclusions. Just like the 10 blind men who described different parts of an elephant, examining people’s conclusions made from different perspectives can help us see the big picture.
One blog writer recommended making videos that will make the audience go “Ha-Ha or Wow, or making a video that is utterly fascinating, funny or original or outrageous or shocking. Another web writer put it another way. He said we must make our videos passionate.
Another blog author at http://blog.orourkehospitality.com/2009/10/spectacle-story-and-emotion-can-make-your-video-go-viral/ made some truly cogent suggestions. He suggested that a successful viral video must be a “spectacle followed by a story.” By spectacle I believe he meant eye catching. By story, I believe he meant content which can hold the viewer’s attention and make him want to share the viewing experience with friends. And, the writer added, the story must contain emotion, an essential ingredient to a successful video. And what are the strongest emotions, “love, joy, surprise, anger, sadness and fear.” He pointed out that, “emotions change the way we think about products and services. – they compel us.” His advice, When a person sits down to plan a viral video he should think of at least two emotions he can use. And, he pointed out; the emotions on screen must be intense. He concluded with the following incredible piece of advice. If anyone creates a video with spectacle and conflict, with at least 2 emotions and one question, than the video will go viral!
The suggestion that a viral video must contain a question is at first puzzling. The Susan Boyles video, the number one video of 2009, didn’t contain a question, or did it.? When you were finished watching that video of a talent contest in which an unknown housewife suddenly vaulted to stardom, before our eyes, you did wonder what would become of her.
So considered all together, what is the take home message of these various tips and suggestions? They are telling us that we must create a video the audience will become involved in emotionally, and subsequently wonder about and incorporate into their personal experience, and want to share with other.
Thanks to Winmax Video of California for sponsoring this video. Winmax is a Los Angeles Video Production Company Specializing in web videos, and marketing videos
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Some analysts are fascinated by the marketing mechanics that drive up page views on You Tube. And some analysts are more interested in the quality of a video which makes it turn viral. This was the approach which Gaby Diaz took last year when she wrote a blog article on marketingexperiments.com about what viral videos have in common.
Gaby noted that beyond mere eye catching and attention grabbing ability, a video, in order to become viral, must appeal to the mind of the viewers, in such a way that it awakens a desire in them to share the video contents withfriends. Additionally, since Gaby was talking about branding videos, she posited that to be successful, a branding video, in a non-obtrusive way, had to create a connection in the viewer’s mind between the message and the brand behind the video.
Gaby presented 4 examples of her thesis, but the one that drew the most comments was the Samsung’s Extreme Shepherding LAD video. In this unique video, the Samsung outdoor light’s company created a unique show by attaching remotely controlled colored lights to the backs of sheep that were subsequently paraded into a large pasture at night. By skillful sheparding, the lights were arranged into words and other beautiful patterns, which were enhanced by the remote control of the lighting. Subsequently, digital photographs of the outdoor arrangements were remixed in a computer lab and turned into such great works of art as a replica of the Mona Lisa.
Gaby believes that the power of this video, which to date has drawn over 10,000,000 views is the contrast between the ancient art of shepherding and the modern ingenuity of remote control lighting and computer mixing. Gabi described how the video has a “can do energy.” And, she noted that friends of hers who work in outdoor light displays saw the video and were inspired to try their own outdoor light display using the principles they learned from the video.
One of the commentators on the blog noted that this tendency of culture to build on itself is described as the “Homeric wink,” by Rudyar Kipling. The tendency of ideas to build on ideas is the wink, or acknowledgment of the previous accomplishment. The commentator noted that the LED video was so satisfying because it incorporated imagery from myriad times and cultures. The shepherding environment takes us back to the ancient days of Judea and Greek shepherding in the Ilyad. Combined with the ancient age of shepherding were such cultural milestones as the Mona Lisa; and such modern poop images as the video game pong, and a movie character from Wallace and Grommit. The commentator pointed out that while some viral videos are primarily parodies on modern institutions, the effectiveness of the LED video was it’s glorification of modern ingenuity, and that strongly resonates in the minds of the viewers.
If one were to draw conclusions from the blog, commentary and examples, one would have to say that truly effective viral videos grab the attention and interest of the viewers in a way that makes them want to share the experience with others. Viral videos have appeal because they present a new idea or concept that people want to incorporate into their life and either replicate themselves or watch other people replicate it. The essential appeal of the video is the presentation of a new idea which people want to build upon. When you multiply that phenomena millions of times you find that successful viral videos not only are incorporated into culture, they subsequently become the growing tip of new cultural ideas, which becomes the essence of their virality.
Thanks to Winmax Video of California for presenting this article. Winmax is a producer of trade show videos, corporate videos and other business videos.
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Is there a secret to making a successful viral video, or so they just happen by chance? Many people have answers for this question, and often suggest that the content must be interesting. However, at least one viral video marking company, The Commotion Group, is solely focused on the mechanics of pushing the video. They claim that they can get 100,000 views for any video they choose to promote, and they won’t charge unless they do. While admitting that interesting content is important if you want a million views, at 100,000 views they believe the actual video content is not a major factor. Dan, the director, is an engineering student at Stanford, and shares his secrets on a blog: http://www.time.com/time/magazine/article/0,9171,1938731,00.html#ixzz0beMKjlQ6
What is their secret? As explained by Dan, they don’t wait for the videos to catch on, they go out and actively promote them, in as many places on the web as possible. Dan’s group prefers marketing short videos 15-30 seconds in length. They also use videos that can be remixed and thus remarked.
The commotion Group advises staying away from a straight out ad format. They also suggest making the video shocking, so it will challenge the potential viewer. “Anaconda attacks dog,” for example has gotten over 600,000 views in three years.
According to Dan, the way to really parlay views is to get listed on the You Tube most viewed page. To do this a video must get a lot of views in one day, or at least 50,000 views. Dan’s group posts videos they promote on as many blogs as possible, even paying blog owners to post their video. Next they join forums. They start a relevant thread, create conversation and embed their video.They post videos on My Space, where many people will let people embed videos in the comment section of their MySpace page.
They supplement these strategies by posting to email lists and sharing with friends.
They work hard to keep the video on the daily most viewed list for 48 hours, after which it will move to the weekly most viewed list. Now, they do a little manipulating. Since titles can be changed, they start out with a shocking or attention grabbing title, only later switching to a more relevent title. Titles with words such as “shocking,” “exclusive,” “behind the scenes,” tend to do better.
Dan provides a bit of useful advice. You Tube allows companies to post three thumbnail shots. They take one shot from the exact middle of the video. So be sure to put a catchy shot in the exact middle of your video, preferably of a face or person. Then provide two other high quality thumbnails portraying attention grabbing shots.
Three other suggestions include creation of controversial comments to the video, which will draw attention and posting of multiple videos with a similar subject matter. If people like one, they will tend to view the others. Finally Commotion Group suggests starting out with around four unique subject tags. As views mount up, you can broaden the tags to draw a wider audience search. Less interested people will be much more likely to watch your video once it already has a lot of views.
Thanks to Winmax Video of California for sponsoring this report. Winmax specializes in commercial video including trade show videos, viral videos, restaurant video, and corporate video
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Anyone making a viral video wants to know what is the optimal amount of time for his video. I did an internet search for that very question, and came up with a variety of answers.
An About.com article presenting tips for making a successful viral video suggested that a length of 30 seconds -1 minute is sufficient. They also pointed out that most successful videos are made by amateurs, and they noted that interesting content is the king.
I next look at the results of an online poll asking viewers what length video they preferred to watch on You Tube. The poll takers overwhelmingly voted in favor a length of 30 seconds to 5 minutes.
A start up promotion company in the DC area, called Genius Rocket, disagreed with About.com, and stated that based on their survey of viral videos, the most popular viral content is more than a minute.
I then found a web side posting the page views and length of the most popular viral videos on the web. The results can be seen at http://www.web-video-virtuoso.com/best-viral-videos.html .Evolution of Dance, a video depicting a famous comedians depiction of the changing dance styles from Elvis to the present, racked up 80,000,000 page views. It runs for 6 minute. Free Hugs presents a man giving away free hugs in public, synchronized to appropriate musical background. The video reeled in well over 54,000,000 views and runs for 3:39. #3 is the “Will it Blend” campaign. Considered the most successful viral video marketing campaign, each ad features a moderator throwing his old cell phone into a blender after he purchases a new cell phone. Total views of the campaign have topped 100,000,000 with a typical video run length of 2:45 # 4 “Thriller” racked up 16,000,000 views. The video depicts Philippine inmates in jump suits dancing to the tune of a Micheal Jackson song, Thriller; length 2:45 minutes. # 5 a music video called “Pork and Beans” has 10,000,000 views and runs 3:39 # 6 “Where is Matt,” depicts a performer dancing alone and with people in countries all around the world, the video, which was at 10,000,000 views, now has 25,000,000 views and the most recent edition runs 4:25 seconds. Last is Paul Potts sings Nissan Dorma. The video depicts an unknown cell phone salesman singing at a BBC talent contest. The sheepish looking man shocked the judges when he sang a tenor aria and gave a world class performance. Current views have topped 29,000,000, and the video runs for 4:10 seconds.
We can see already that the average length of the most successful videos is ranging around 2 1/2 to 4 1/2 minutes. This finding is confirmed by a bar graph depicting the average length of viral videos, seen on You Tube, broken down into content category. The average length for dramatic videos is 3 minutes, educational videos 14 minutes, political videos 7 minutes, comedy videos 3 minutes, music videos 3-4 minutes, advertising videos 2 minutes. Whatever the length, however, everyone agreed that content is the king, the material has to be of interest to attract views.
Thanks to Winmax Video of California, a producer of viral videos and trade show video for sponsoring this report.
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