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Best Practices
in Viral Video
Marketing
By Aashish Chopra
about me
one year, two awards, millions of views
evolution of video marketing
● 1941 First TV Commercial (US)
● 1980s TV Commercials disrupt media
● 1984 Iconic Apple Ad s...
Total internet base in India estimated at
354 million users
213 million mobile internet users
by June 2015
evolution of vi...
evolution of video marketing
2015
evolution of video marketing
From Mashable
power of video
‘the hunter gets hunted’
hiring filmmakers
traditional in storytelling
YET
new-age in filmmaking
my challenge last week
my challenge last week
my challenge last week
what’s a viral anyway?
obsession with virality
● internet/mobile internet userbase growing
● eyeballs moving to mobile/social
● competition growi...
Viral is an outcome, not in your hands
Just like..
Blockbuster movie is an outcome
Topping exams is an outcome
A Gold meda...
why people share?
it’s about
psychology, not
technology
my learnings
• cool twist to news story
• happy stories work
bette...
Message
vs
The Messenger
revisiting influencer marketing
revisiting influencer marketing
we are fighting through
overwhelming content density for
a finite level of attention
• chaotic newsfeeds (2000 posts filte...
method to the madness
viral video
marketing
best practices - video marketing
why would
anyone share?
• is it share-worthy?
• are you making an ad?
• BS detectors
• ea...
best practices - video marketing
how to come up
with topics
• get obsessed about
your users/customers
• it’s not about us,...
best practices - video marketing
how to come up
with topics
• solve problems
• examples
– ixigo: trains problem
– food biz...
best practices - video marketing
they don’t
trust us
• earn the share
• invest in their/family’s
well being or happiness
•...
best practices - video marketing
always be
news-jacking
• anticipate trending
topics
• topical content ~
newsworthy conten...
best practices - video marketing
how long should
the video be?
• as short as possible
• attention span lowest
ever - 8 sec...
best practices - video marketing
make for
mobile screens
• clutter free
composition; tiny
screen
• big font
• case of squa...
best practices - video marketing
first
impressions
• thumbnail image
• title / description
• wall copy
best practices - video marketing
2nd first impression:
first few seconds
• interesting from 1st
frame (FB autoplay)
• YouT...
best practices - video marketing
call to action buttons
best practices - video marketing
call to action buttons
best practices - video marketing
• Tuesday /
Wednesday launches
• Multiple versions:
FB, YT, Whatsapp
• Initial seeding: c...
best practices - video marketing
anu malik approach
• watch a lot
• search ideas
• connect the dots
• get inspired
• get c...
frequently asked questions
about video production
video production basics
1. tools for video slide show (use slideshare)
2. editing software: iMovie, Windows Movie Maker, FCP, wevideo: cut shots,
...
ideas are over-rated,
ideas are cheap,
ideas are everywhere,
google and you’ll find ideas
last words
Execution is everythi...
thanks :)
Aashish Chopra
Tweet me up @aashishc
LinkedIn - www.linkedin.com/in/acway
ixigo videos
YouTube: www.youtube.com/...
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Best Practices in Viral Video Markerting

Best Practices in viral video marketing, as shared in webinar
http://www.digitalvidya.com/blog/webinar-recording-of-best-practices-in-viral-video-marketing/

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Best Practices in Viral Video Markerting

  1. 1. Best Practices in Viral Video Marketing By Aashish Chopra
  2. 2. about me one year, two awards, millions of views
  3. 3. evolution of video marketing ● 1941 First TV Commercial (US) ● 1980s TV Commercials disrupt media ● 1984 Iconic Apple Ad shatter records ● 1995 First viral, South Park Xmas Card (shared on bootlegged VHS tapes) ● 1990s From DD to Satellite TV (India) ● 2005 YouTube launched ● 2006 Google buys YouTube ● 2013 Facebook announces plans for video
  4. 4. Total internet base in India estimated at 354 million users 213 million mobile internet users by June 2015 evolution of video marketing
  5. 5. evolution of video marketing 2015
  6. 6. evolution of video marketing From Mashable
  7. 7. power of video ‘the hunter gets hunted’
  8. 8. hiring filmmakers traditional in storytelling YET new-age in filmmaking my challenge last week
  9. 9. my challenge last week
  10. 10. my challenge last week
  11. 11. what’s a viral anyway?
  12. 12. obsession with virality ● internet/mobile internet userbase growing ● eyeballs moving to mobile/social ● competition growing with it ● low cost, high reach compared to traditional media ● holy grail - coolest thing to get a viral!
  13. 13. Viral is an outcome, not in your hands Just like.. Blockbuster movie is an outcome Topping exams is an outcome A Gold medal is an outcome :) What’s in your hands, is your performance (action) wrong focus
  14. 14. why people share? it’s about psychology, not technology my learnings • cool twist to news story • happy stories work better • express their identity • less shock, more awe • inspire action • show something unique • make them look cool, when they share :)
  15. 15. Message vs The Messenger revisiting influencer marketing
  16. 16. revisiting influencer marketing
  17. 17. we are fighting through overwhelming content density for a finite level of attention • chaotic newsfeeds (2000 posts filtered outdaily: FB) • too much competition (Facebook reach dropping) • attention spans dropping • survival of the fittest, most remarkable content • BS radars evolved, no trust the challenge
  18. 18. method to the madness viral video marketing
  19. 19. best practices - video marketing why would anyone share? • is it share-worthy? • are you making an ad? • BS detectors • earn their share
  20. 20. best practices - video marketing how to come up with topics • get obsessed about your users/customers • it’s not about us, nobody gives a **** about us • it’s about them, their pain points, problems
  21. 21. best practices - video marketing how to come up with topics • solve problems • examples – ixigo: trains problem – food biz: breakfast – clothing store: tie – software biz: how to – real estate: q & a
  22. 22. best practices - video marketing they don’t trust us • earn the share • invest in their/family’s well being or happiness • do something for them, before they do anything for you
  23. 23. best practices - video marketing always be news-jacking • anticipate trending topics • topical content ~ newsworthy content • FB,TW love topical content, newsfeeds • example: fools day ixigo, IIT bombay
  24. 24. best practices - video marketing how long should the video be? • as short as possible • attention span lowest ever - 8 seconds • between 2-3 minutes works well (under 30s better) • longer work if – celebrity – how to video – ted talks
  25. 25. best practices - video marketing make for mobile screens • clutter free composition; tiny screen • big font • case of square videos – vine, instagram – facebook, whatsapp – time expectation – no tilting – made for mobile
  26. 26. best practices - video marketing first impressions • thumbnail image • title / description • wall copy
  27. 27. best practices - video marketing 2nd first impression: first few seconds • interesting from 1st frame (FB autoplay) • YouTube’s 15 sec rule • case of hotel hacks: YouTube rule: 1m Shorter cut: 3.5m • new learning: first 3-6 seconds
  28. 28. best practices - video marketing call to action buttons
  29. 29. best practices - video marketing call to action buttons
  30. 30. best practices - video marketing • Tuesday / Wednesday launches • Multiple versions: FB, YT, Whatsapp • Initial seeding: cross platform, core group • Facebook: boost after organic peak • Outreach to 3pm content blogs, bloggers, news distribution strategy
  31. 31. best practices - video marketing anu malik approach • watch a lot • search ideas • connect the dots • get inspired • get creative • for indian audience • don’t get me wrong! ;)
  32. 32. frequently asked questions about video production video production basics
  33. 33. 1. tools for video slide show (use slideshare) 2. editing software: iMovie, Windows Movie Maker, FCP, wevideo: cut shots, add text/music. Learn on your phone first 3. what camera: phone/dslr all HD now, keep composition clutter free 4. I don’t have resources/skills: improvise 5. how to write script: think in shots, CAR 6. I don’t have skills, but i’m passionate: learn! 7. storytelling beats production value! video production basics
  34. 34. ideas are over-rated, ideas are cheap, ideas are everywhere, google and you’ll find ideas last words Execution is everything.
  35. 35. thanks :) Aashish Chopra Tweet me up @aashishc LinkedIn - www.linkedin.com/in/acway ixigo videos YouTube: www.youtube.com/ixigorocks Facebook: www.facebook.com/ixigo/videos

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