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

1. Best Practices
in Viral Video
Marketing
By Aashish Chopra

2. about me
one year, two awards, millions of views

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. Total internet base in India estimated at
354 million users
213 million mobile internet users
by June 2015
evolution of video marketing

5. evolution of video marketing
2015

6. evolution of video marketing
From Mashable

7. power of video
‘the hunter gets hunted’

8. hiring filmmakers
traditional in storytelling
YET
new-age in filmmaking
my challenge last week

9. my challenge last week

10. my challenge last week

11. what’s a viral anyway?

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. 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. 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. Message
vs
The Messenger
revisiting influencer marketing

16. revisiting influencer marketing

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. method to the madness
viral video
marketing

19. best practices - video marketing
why would
anyone share?
• is it share-worthy?
• are you making an ad?
• BS detectors
• earn their share

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. 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. 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. 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. 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. 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. best practices - video marketing
first
impressions
• thumbnail image
• title / description
• wall copy

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. best practices - video marketing
call to action buttons

29. best practices - video marketing
call to action buttons

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. 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. frequently asked questions
about video production
video production basics

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. ideas are over-rated,
ideas are cheap,
ideas are everywhere,
google and you’ll find ideas
last words
Execution is everything.

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