Secrets of aViral Video Marketer

“Finding the method to the madness”

By Aashish Chopra

India's internet base to touch730 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

• 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

overwhelmingcontent density

Viral is an outcome, not in your handsJust like..

Blockbuster movie is an outcomeTopping exams is an outcomeA Gold medal is an outcome

:)

What’s in your hands,is your performance (action)

wrong focus

the seven secrets

here we go

is it share-worthy?

first

• 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?

• inspirational• useful• celebrate their life• topical• change the world

first - share-worthy topics

(video)what indian students

pack when they go abroad(7m, NDTV on day 1, organic)

first - is it share-worthy?

move fast and engage

second

second - move fast and engage

• 15 sec rule - smashed• First 3-6 seconds• First impression• Second - first impression• 1-2 minute video

(video)unusual beaches

(1 week: 40m, 20k app installs,1m shares, organic)

second - move fast and engage

(video)unusual hotels

(10m views)

second - move fast and engage

storytelling beatsproduction value

third

third - storytelling beats production value

• Tiny Screen: Production Value• HD Camera in your pocket• Video is made on paper first

(video)travel hacks

(APAC most shared FB post)

third - storytelling beats production value

(video)hotel hacks

(30m views and counting)

third - storytelling beats production value

make for mobile

fourth

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

(video)ibis hotels - goa

(1m views)

fourth - make for mobile

(video)ibis hotels - hyderabad(3 days: 3m views, 50k

shares, organic)

fourth - make for mobile

(video)ibis hotels - hyderabad

(1m views, surge in restaurant walk-ins)

fourth - make for mobile

distribution strategy

fifth

• Launch Day/Time: Tuesday/Wednesday?• Multiple versions: FB, YT, Whatsapp• Initial seeding: cross platform, core group• Facebook is the new YouTube: boost after organic peak• Push: Mailers, Notifications• Outreach to 3pm content blogs, bloggers, news

fifth - distribution strategy

please don’tmake an ad!

sixth

nobody gives a **it about us,our brand, our products or services

it’s about themprovide value first, branding next

sixth - don’t make an ad

think conversationsnot campaigns

seventh

seventh - conversations not campaigns

• Travel hacks• Inside the bag• Unusual beaches (400k comments, 1.4m

shares)• Ibis Goa• Ibis Hyderabad

last words

It’s not about being creative;but about being creative consistently

Do 10 experiments; 2 will workjust like movie studios

80% of success is showing up - Woody Allen

execution is everything

thanks :)

Aashish Chopra@aashishc

Watch ixigo videos at Facebook.com/ixigo/videos

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