Web Video Thunderdome: Tips to create viral videos

Internet fame is a social phenomenon not a magic trick. Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral than others? This takes a tecnological approach to understanding diffusion. The results indicate that positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone. Virality is partially driven by physiological arousal. Content that evokes higharousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes lowarousal, or deactivating, emotions (e.g., sadness) is less viral. Taken together, these findings shed light on why people share content and how to design more effective viral marketing campaigns.

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who the hell

DO WE THINK WE ARE?

THE DEATHMATCH!

1 best spokesman

2 cute kid tricks

3 instant smiles

4 best song parody

5 video of the year

BUT FIRST, HOW

ABOUT A WARM UP!

brands love

SUPERBOWL SIZED AUDIENCES

ESPECIALLY HERE

WATCHED web videos

in february 2010.

hours of web videowatched in feb 2010

427,631,741

“I want to go to there.”

“where is everyone?”

#thunderdomeWEBVIDEOTHUNDERDOME.COM

“ah, we need to make

viral videos.”

#thunderdomeWEBVIDEOTHUNDERDOME.COM

#pizzahutfail

brands failed to understand that

this is our internet.

The web wasn’t built with commercial breaks in fact, it wasn’t built for

advertisers at all.

#thunderdomeWEBVIDEOTHUNDERDOME.COM

this is your internet

and every click is a vote.

#thunderdomeWEBVIDEOTHUNDERDOME.COM

Mike’s internet

bud’s

internet

#thunderdomeWEBVIDEOTHUNDERDOME.COM

brands have to earn their right to

have a presence on your internet.

why are we voting?

best spokesman

gingers do have souls

branded

the man your man could smell like

branded

Jan 2010 3,865,769 views 115,982 comments

273 blog posts

branded branded

un-VS

Feb 2010 6,289,593 views 8,898 comments 1,701 blog posts

838 tweets

winner!

lesson 1:

be remarkable

#thunderdomeWEBVIDEOTHUNDERDOME.COM

CUTE KID TRICKS

I’M YOURS (UKULELE KID)

branded

Evian Roller Babies

branded

DEC 2009 15,334,598 views 52,680 comments 2,461 blog posts 14,666 tweets

branded branded

un-VS

JUL 2009 41,272,841 views 24,125 comments 5,328 blog posts 4,569 tweets

winner!

lesson 2:

play on past successes

internet fame is

a social phenomenon

not a magic trick

it’s called an illusion, michael

IF YOU REMEMBER only ONE THING

VIRAL

PASS ALONG

IS MADE OF PEeeOoPLE!!!

#thunderdomeWEBVIDEOTHUNDERDOME.COM

WHY WE SHARE:

STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY

GIVE ME STATUS

WHY WE SHARE:

STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY

GIVE ME STATUS

WHY WE SHARE:

STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY

GIVE ME STATUS

INSTANT SMILES

Surprised Little Kitten

branded

volkswagen piano staircase

branded

NOV 2009 27,265,385 views 31,319 comments 2,991 blog posts 16,220 tweets

branded branded

un-VS

OCT 2009 12,672,145 views 4,216 comments 5,486 blog posts 18,062 tweets

winner!

lesson 3:

use the web to tell more complex stories

#thunderdomeWEBVIDEOTHUNDERDOME.COM

BEST SONG PARODY

I GOTTA FEELING PARODY

branded

The Muppets: Bohemian Rhapsody

branded

DEC 2009 9,268,593 views 8,898 comments 1,701 blog posts

838 tweets

branded branded

un-VS

NOV 2009 15,669,490 views 20,867 comments 4,942 blog posts 14,266 tweets

winner!

lesson 4:

collect your fans

ricky van veen’s golden

rules of web video:

2-3 mins max get to the hook fast

make it topical

candy corn

Source: “Beer Money to Board Meetings”, PSFK Conference 2008 - http://blip.tv/file/927855/

lifetime achievement

award

the web video thunderdome

#thunderdomeWEBVIDEOTHUNDERDOME.COM(as played by bruno ganz in the film downfall]

KANYE WEST USAIN BOLT WOLFENSTEIN 3D OASIS BREAK UP SUSAN BOYLE SARAH PALIN’S BOOK

2 GIRLS 1 CUP OBAMA WINNING THE PEACE PRIZE AVATAR

THIERRY HENRY IPAD

TWILIGHT STAR TREK IGN COPY-PASTING BOXXY

KASAMA MMD ELECTION LOSS METS CHOKING

DOCTOR WHO MICHAEL JACKSON’S DEATH RENALDO LEAVING MAN U TONY ROMO DUMPING JESSICA SIMPSON HIMSELF

HITLER REACTS TO

lesson 5:

invite participation

VIEWING RATING COMMENTING SHARING COPYING

PERFORMING

(E.G PARODY, REMIX, COVERS)

PARTICIPATION:

10,512,000

hours of video uploaded to YouTube in the last year.

Source: YouTube Fact Sheet - http://www.youtube.com/t/fact_sheet

20 hours of video uploaded every minute

= 1 hour of video

Source: Google Sundance 2010 Presentation, http://sites.pressatgoogle.com/sundance2010/general-youtube-stats

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video of the year

epic beard man

branded

un-#thunderdomeWEBVIDEOTHUNDERDOME.COM

pants on the ground

branded

#thunderdomeWEBVIDEOTHUNDERDOME.COM

Feb 2010 5,183,524 views 93,425 comments

742 blog posts 1,351 tweets

branded branded

un-VS

Jan 2010 19,944,545 views 41,007 comments 1,166 blog posts

906 tweets

winner!

lesson 6:

start small riots

court communities

like constituencies

#thunderdomeWEBVIDEOTHUNDERDOME.COM

recognize them play to their interests give them social currency

• be remarkable

• play on past successes

• use the web to tell more

thank you

viral video chart

mag.maknow your memejamie wilkinsoncollege humor

buzzfeedand you!

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