learnings of a viral video marketer
TRANSCRIPT
Learnings of a Viral Content
Marketer“Finding the method to the madness”
By Aashish Chopra
Who am I to be talkingabout viral marketing?
about me
Total internet base in India estimated at
354 million users 213 million mobile internet users
by June 2015
importance of viral marketing
India to have the largest number of Facebook users on mobile by 2017100 million mobile users in 2015
Whatsapp: 70 million users in India!
YouTube is already big!
“For marketers, this is where the action will be”
importance of viral marketing
the challenge
• Too much competition
• Chaotic newsfeeds
• Falling attention spans
the challenge
Question:
What is our averageattention span today?
the challenge
The average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013.
This is one second less than the attention span of a goldfish.
what is a viral?
what is a viral?
“a happy accident”
story of the first viral
“From an idea to radio interview in 18 hours”
story of the first viral
“From an idea to radio interview in 18 hours”
• Uploaded on YouTube• Featured on StoryPick• A full screenshot story on Buzzfeed• Found its way to Reddit• Featured on NDTV, IBNlive and Daily Bhaskar• Two Radio interviews on Radio Mirchi
story of the first viral
Key Learnings
• Topical content works• Make it ‘news-worthy’• Inspire action
the next viral - applied learning
The Fool’s day prank video. Featured on Storypick, Travel Daily Media, India Business Blog and few
others.
the next viral - applied learning
Key Learnings
• topical content works (newsjacking)• brand DNA in the video
the case of travel hacks
Question:
How many views did this video get on YouTube
on the first day?
the case of travel hacks
the case of travel hacks
• Nominated for Best Viral Campaign of the year - IAMAI awards• Won Best Viral Campaign - DMAI awards
Facebook Reach
the case of travel hacks
Key Learnings
• Make it share-worthy (friends tagging)• Move fast and engage (2-3 min video)• Solve a problem; make it useful• Storytelling beats production value ($)• ‘Shares’ the new currency on social
(3.5l)• Facebook emerges as game changer• Facebook (sharing DNA) vs YouTube
experiments / applied learning
● Made for mobile screens: clutter free, 2-3 minutes length, formats
● Got 250k views on Facebook
● Another 250k when a famous politician shared it.
● Adding a ‘Call to Action’ button on the video got 6% CTR, app downloads jumped. (ROI)
● A user downloaded it and posted it on his Facebook page, which got another 2.4 million views!
visa free video
experiments / applied learning
hotel hacksvideo
● 15 second rule, make it compelling
● Got 850k views on facebook
● Viral on whatsapp: no way to measure, stories still come today
● Featured on popular international blogs around the world
● ‘Call to Action’ applied on the video, got 5% CTR (ROI)
other half of the battle
Distribution Strategy
• Tuesday launches• Thumbnail and Copy (titles/desc/wall
copy)• Multiple versions: FB, YT, Whatsapp• Initial seeding: cross platform, core
group (100 shares 10 minutes)• Facebook: promote on organic curve• Outreach to 3pm content blogs
newsjacking
newsjacking
“Newsjacking is the practice of injecting your ideas into a breaking news story and generating tons of social media coverage
and engagement.”
Brand DNA + Breaking News
newsjacking examples
newsjacking examples
newsjacking examples
newsjacking examples
last words
- Don’t make an Ad (BS detectors)- Don’t start with intent of ‘viral’ (result)- Obsess about your users, train eg.- Think storytelling, not high production
($)- Why would anyone share it?- Does it have repeat viewing value?- Users first, branding next; give value- Make it for mobile screens- Facebook native video; Whatsapp
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
ixigo videos
YouTube: www.youtube.com/ixigorocksFacebook: www.facebook.com/ixigo/videos