Do you ever wonder what makes content go viral? What exactly is so special about that skateboarding dog? What about “Nyan Cat”? Or why does a little boy’s reaction to his baby brother’s biting get almost a billion views?
There are almost 300,000 videos uploaded to YouTube daily. What makes these videos blow up around the world? Kevin Allocca, head of Culture & Trends at Youtube, attempted to answer this question. In his 2011 Ted Talk, he outlines three key things: tastemakers, communities of participation, and unexpectedness.
Tastemakers, such as talk show hosts, popular bloggers, and influential companies, truly boost the visibility of videos. These groups push the video forward, by reaching further than the typical videomaker. In addition, communities of participation are also key in virality. For example, when Nyan Cat was released on YouTube, the initial fans created their own personalized version of the Nyan Cat. These “remixes” then propelled the video into the public eye as fans were interacting with the video.
Unexpectedness is the last key to virality. Unexpectedness is that strong punchline that has you laughing and wanting with friends and family to share that very same moment again. Unexpectedness is that vivid image that stays in your mind days, months, and even years after the video. Unexpectedness leaves you in awe. But, unexpectedness is also the most challenging effect to incorporate into a video. What type of audience are you targeting? What do they find “unexpected”? Honestly, what makes something unexpected anyway?
Unexpectedness is that strong punchline that has you laughing and wanting to share that very moment again with friends and family.
What does this mean for advertising?
Videos are undoubtedly the ultimate medium for advertising. Print and radio advertisements are becoming obsolete. Companies have no choice but to compete for the attention of the billions of video viewers that make up the world. With such a daily information overload, how are you going to create an advertisement that sticks in people’s mind more than the latest cat video? With the“mute” button so readily accessible, how are companies going to ensure they are capturing viewer’s attention?
Advertisers simply have to shift their focus in creating viral ads. Companies need to create ads that people want to watch. However, virality is often difficult to purposefully create. Specifically, even if you have a brand-name company, how are you going to make “unexpectedness”? How are you going to make your viewers remember your company? How are you going to make them want to share your ad with their friends and family? This is where Monet Networks comes in.
With daily information overload, how are you going to create an advertisement that sticks in people’s mind more than the latest cat video?
Monet’s platform can capture the exact second where your viewers reacted the most strongly in any emotion. Therefore, Monet is a critical tool in creating and testing the effect of your content. Is your punchline strong enough? How does it compare to other well-known viral videos? What part of the video was useless to the audience? Monet Networks ran tests on well-known viral ads of the decade. Results showed the emotion peak for viral advertisements were 2–3 times higher compared to non-viral advertisements. Furthermore, the engagement level for these viral videos were 1.5–2 times more than non-viral videos.
Is your punchline strong enough? Does it compare to other well-known viral videos?
Advertisement Effectiveness: Viral vs. Non-Viral
During these trials, Monet ran tests with a viral advertisement and compared it with a lesser known advertisement. The results were extremely telling. Simply by using their platform, Monet’s platform was able to gather concrete data points for both advertisements. The results revealed the emotional peaks of the viral video to be almost twice as high as the peaks of the non-viral video. Indeed, viral videos greatly impact the emotions of the viewers. The best way to model your videos after successfully viral videos is by using Monet’s analytics.
In conclusion, Monet Networks is a crucial tool for the next generation of advertising. How are you going to ensure adequate emotional peaks in your advertisement? How does your video compare to existing viral videos? Will your ad become the next big thing? Monet will help you answer these questions!