7 secrets of viral video marketing
TRANSCRIPT
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Secrets of aViral Video Marketer
“Finding the method to the madness”
By Aashish Chopra
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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
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• 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
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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
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the seven secrets
here we go
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is it share-worthy?
first
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• 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?
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• inspirational• useful• celebrate their life• topical• change the world
first - share-worthy topics
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(video)what indian students
pack when they go abroad(7m, NDTV on day 1, organic)
first - is it share-worthy?
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move fast and engage
second
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second - move fast and engage
• 15 sec rule - smashed• First 3-6 seconds• First impression• Second - first impression• 1-2 minute video
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(video)unusual beaches
(1 week: 40m, 20k app installs,1m shares, organic)
second - move fast and engage
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(video)unusual hotels
(10m views)
second - move fast and engage
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storytelling beatsproduction value
third
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third - storytelling beats production value
• Tiny Screen: Production Value• HD Camera in your pocket• Video is made on paper first
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(video)travel hacks
(APAC most shared FB post)
third - storytelling beats production value
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(video)hotel hacks
(30m views and counting)
third - storytelling beats production value
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make for mobile
fourth
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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
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(video)ibis hotels - goa
(1m views)
fourth - make for mobile
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(video)ibis hotels - hyderabad(3 days: 3m views, 50k
shares, organic)
fourth - make for mobile
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(video)ibis hotels - hyderabad
(1m views, surge in restaurant walk-ins)
fourth - make for mobile
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distribution strategy
fifth
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• 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
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please don’tmake an ad!
sixth
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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
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think conversationsnot campaigns
seventh
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seventh - conversations not campaigns
• Travel hacks• Inside the bag• Unusual beaches (400k comments, 1.4m
shares)• Ibis Goa• Ibis Hyderabad
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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
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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 :)
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