Whether you’re a budding music artist or someone looking for a little brand recognition, YouTube is a quick and cheap method of getting something out there. However, just because the barrier to entry is low doesn’t mean you’re guaranteed a hit.
There are over 48 hours of video being added to YouTube every single hour. Only a tiny percentage of these ever get close to going viral. So how do you set yourself apart? Is there a way of getting anyone other than your mum and the next-door neighbour to check out your creation?
Tastemakers: Worthy of an Introduction?
Your video could be a hands-down home run: engaging, funny, with a message, something worth watching from beginning to end. But all of that counts for nothing if no one even knows it’s there in the first place.
That’s where the so-called tastemakers come in. These are the trendsetters online – when these people say something, others listen. In 2010, Jimmy Kimmel tweeted the following:
”My friend Todd has declared this the funniest video in the world- he might well be right -http://ow.ly/dpxTY”
With over 1.6 million followers on Twitter, the previously unknown video about the beauty of a double rainbow became a literal overnight hit. It currently has almost 40 million views – and it’s still getting plenty of hits today.
Rebecca Black’s ‘Friday’ is another example of a viral clip that was a bit of a slow starter. It was when influencers online, such as Michael Nelson from ‘Mystery Science Theater’, picked up on it that it finally got the attention and fame the world over.
Every viral video needs one or more tastemakers to give it a nudge in the right direction. It gives audiences the opportunity to see it and if it’s worth spreading, the hits will come faster than you can count them.
Participation: Can Others Chime In?
The difference between top entertainment in the 20th century and what’s hot today is the level of participation. Back in the day, the only option we had was to sit back and enjoy the show. These days, it’s all about giving people the chance to get involved. One-way entertainment is well and truly gone.
Let’s take a look at ‘Nyan Cat’ of 2011 – a video so simple, repetitive and downright annoying that you just have to watch it. It has a mesmerising quality that makes it hard to hit the pause button. In its own right, it has over 100 million views (and counting).
But the true ‘secret’ behind the video’s success is in how the audience appropriated it and breathed new life into it with every new version that was released on YouTube. We’ve been treated to cats watching the video, cats watching cats watching the video, remixes, ‘old time’ versions, as well as a wide range of international Nyan Cats.
Another great example of this is the aforementioned ‘Friday’ by Rebecca Black. There are over ten thousand parody videos on YouTube with more still being added today. It’s captured the imagination of creatives the world over, with each new version doing something different.
Unexpected: Just Didn’t See It Coming!
Even Hollywood blockbusters can end up feeling a little stale – the same formulaic plots just don’t have the same effect, despite the fantastic visuals and production values. YouTube shows you that you don’t need an overblown budget to make a splash – just a little inventiveness and an unexpected twist can take you a long way.
Take Casey Neistat’s protest against bike fines, for instance. The premise sounds dry and boring, doesn’t it? And the start isn’t exactly promising – the protagonist is riding a bike around town telling us about his fine.
Before you are driven to hit the close button, however, Casey tells us that “obstructions stop you from riding the bike line” before promptly crashing into one of them. The video suddenly becomes an innovative way of protest, something that goes beyond the average.
When you create your videos, think about these 3 factors and consider whether yours can tick all the boxes. Who knows, you could end up being the ‘next Rebecca Black’!
Damian is Co-Director at Creativa Web Videos, a market leader for Web Video Production and Web Video Marketing in Australia. Damian has produced over 2,000 web videos for businesses large and small and invests a lot of time experimenting and perfecting Online Video Marketing techniques including Video SEO and Youtube Advertising.
Damian is Co-Director at Creativa Web Videos, a market leader for Web Video Production and Web Video Marketing in Australia. Damian has produced over 2,000 web videos for businesses large and small and invests a lot of time experimenting and perfecting Online Video Marketing techniques including Video SEO and Youtube Advertising.
About Damian Blumenkranc
