This document outlines seven secrets to creating viral video marketing content. The secrets are: 1) Create content that is share-worthy by being inspiring, useful, topical, or able to celebrate life or change the world. 2) Engage viewers quickly within the first 15 seconds. 3) Prioritize storytelling over high production values. 4) Optimize content for mobile by making square videos that fit screens well. 5) Have a distribution strategy to seed content across platforms initially and push it with notifications, mailers, and blogger outreach. 6) Avoid making overt ads and focus on providing value before branding. 7) Think in terms of ongoing conversations rather than one-off campaigns.
The seven principles of persuasion by Dr. Robert Cialdini
7 Secrets of Viral Video Marketing
1. Secrets of a
Viral Video Marketer
“Finding the method to the madness”
By Aashish Chopra
2. India's internet base to touch
730 million by 2020(Nasscom, AUG 2016)
“By 2020, India will have an estimated 702 million smartphones in use”
“75% of these new users are expected to consume data in local languages. “
"The go-to-market strategy for gaining new users will have to be different
as these customers will consume more audio and video content than text”
(Nasscom Head Research)
importance of viral marketing
3. • chaotic news-feeds (2000 posts filtered daily: FB)
• too much competition (Facebook reach dropping)
• survival of the fittest, most remarkable content
• BS radars evolved, no trust
• attention spans dropping
the challenge
overwhelming
content density
4. 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
7. • Why would anyone share it?
• Loyalty is earned, not forced
• Friends tagging friends
• It’s not about the views - but shares!
first - is it share-worthy?
19. fourth - make for mobile
• square videos: native to mobile screens,
square vs rectangle, more real estate
• think front and centre: rule of the selfie
• clutter free: tiny screens,
FB user experience
28. seventh - conversations not campaigns
• Travel hacks
• Inside the bag
• Unusual beaches (400k comments, 1.4m shares)
• Ibis Goa
• Ibis Hyderabad
29. last words
It’s not about being creative;
but about being creative consistently
Do 10 experiments; 2 will work
just like movie studios
80% of success is showing up - Woody Allen
execution is everything
30. thanks :)
Aashish Chopra
@aashishc
Watch ixigo videos at
Facebook.com/ixigo/videos
Join mailing list for upcoming book and updates on
kick-ass content experiments :)
www.aashishchopra.com
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