Ever wonder what qualities go into making a video on the internet go viral? Below is a video from Dollar Shave Club that was published on YouTube on March 6, 2012 and has over 5,489,000 views as of the writing of this post.
So what does this video have that others don’t? I mean it’s about men’s razors, which is not all that controversial or exciting. But if you watch it, it not only makes you smile or laugh, it makes you want to re-watch it or share it with friends. Why?
- Transparency. It’s completely direct and to the point from the start.
- Clear messaging. His message is simple, their razors “are f***ing great!” That’s all you need to know.
- Entertaining. It has an entertainment factor and is much more entertaining that it would be if he were just lecturing you in front of a mirror at the bathroom sink.
- Emotion. It invokes happy thoughts (saving money), laughter, fond memories of your grandfather maybe?
- Memorable. The use of physical props to act as visual aids that reinforce what he’s saying as he talks you through what their blades are made of and what they can do, make the video memorable. He also uses annotations so you can click directly to their website at any time throughout the video.
- Length. This video is short. It’s 1:33 long and most videos that go viral are under 2 minutes.
- Call-to-action. It has a clear call-to-action for you to stop overpaying on blades and think about a space where you are going to stack those dollar bills up that he is saving you month after month.
Make no mistake, virality can’t be guaranteed, but these qualities outlined above can certainly increase your chances of your video going viral. Thoughts?