Vi har talt med vores social media ekspert, amerikanske Alex Sabour om viralt content. Alexs firma, Gorilla Media, er en af få virksomheder i Danmark med ekspertise i at producere viralt content. Gorilla Media har modtaget mange nomineringer for deres arbejde og endda vundet med deres virale video #JegErDansk. Videoen nåede mere end 100 millioner mennesker og gik viralt i fem forskellige lande, se den her.
Selvom mange ønsker at gå viralt, så er det ikke helt ligetil ifølge Alex:
“A lot of my clients desire a viral video but it’s important to understand that companies ultimately lose on social platforms. A random cat video shot on an iPhone 4 will get more traction and shares than a million-dollar video made by a multinational corporation” fortæller Alex Sabour.
Hvad betyder det at gå viralt?
Begrebet viralt kommer fra virus og refererer til en eksplosiv spredning af dit indhold på de sociale medier, der fører til, at det bliver set af millioner af mennesker. Med viralt indhold handler det om, hvordan dit indhold når ud til sit publikum, nemlig ved at det bliver delt af andre og på lyntid.
Ifølge Alex skal du være skarp på, hvilken værdi viralt content kan tilføje din virksomhed.
“Going viral is great, but it’s also about bottom line business. If it can’t realistically make you money or add value to your company then it’s not worth it” – Alex Sabour.
Vil du producere indhold med det formål at gå viralt? Så giver Alex herunder hans 10 regler til at lykkedes:
The video should have some sort of function outside of going viral, this means, it should be a TV ad, a SoMe ad, Website content there needs to be a campaign around it, simply making a viral video to go viral is both risky and potentially a waste of money. You can offset the pressure of going viral by having other intentions with the content.
Define “what is viral” for your company and industry. Its important to have this clarified from day 1 so you know what to expect, and also to know when you actually go viral. Making a campaign that goes viral in f.x Ringsted, is different from making a campaign that goes viral in China.
Make sure you prepare for the potential outcomes. Depending on how viral your video can go, it’s good to have a plan. Have the number for a PR person at hand. Make sure you have a press release.
Most don’t listen to audio while watching videos. Remember to have subtitles on the video (also in multiple languages). This is a must have!
Think digital flow – great you made a viral video but it doesn’t point to your website, or even worse, it does but your website is down. A viral video is great, but worthless unless it helps you create value for your business.
A good idea that can be executed with your budget is what you need, don’t have a lot of budget to work with? Then think more creatively. Creativity first, budget is second.
Think mobile first – most people consume content on their mobile phones, test out the content on the platforms to make sure it translates to a 5-6″ screen.
Don’t forget copyrights, make sure everything you are doing is legal, so legally acquired stock footage and royalty free music is a must.
Have a release plan, you need to get as many people to like and share your video as fast as possible. Research relevant groups and pages that could be
interested in sharing the video. Make sure you are all aligned at the same time to boost and push the video.
Boost with Ads, sometimes a viral video needs to be kick started, buying ads or creating a bought campaign can help get the video spread initially.
Du kan læse meget mere om viralt content samt få gode tips og råd på www.gorillamedia.dk