What we can learn from the top viral videos of 2012
Video marketing has become a powerful force over the past few years, and 2012 saw a peak in videos viewed and shared. So what is the secret to creating a viral video? Let’s take a look at the 10 Most Viral YouTube Videos of 2012, and what they have in common that made them so viral.
Kony 2012: With more than 100 million views in six days, Kony 2012 became the the most viral video in history.
Gangnam Style: This music video by Psy has over 39 million views, and a dance that seems to break out everywhere.
A Dramatic Surprise on a Quiet Square: This ad by TNT has been shared over 4 million times by entertained viewers.
Opera Duo on Britain's Got Talent: This video was shared over 1.1 million times in a few days after it aired on the show.
Call Me Maybe: Carly Rae Jepsen's music video, after being tweeted by Justin Bieber, has entertained millions of viewers of spawned numerous parodies.
Catch the Ice Dude: A humorous blunder on a frozen pool has over 1.5 million viewers laughing in this video.
Somebody that I Used to Know: Goyte's music video has a unique style that was shared over 17 million times, and inspired many parodies.
Best Job 2012: Proctor and Gamble's ad campaign celebrating mothers of Olympians was inspiring enough to be shared over 2 million times.
Donna the Deer Lady: Ever made an embarrassing assumption, had it recorded on the radio, and then viewed by over 2.5 million people in a few days? That is what happened to Donna in this humorous video.
Arrested Drunk Guy Sings Bohemian Rhapsody: The title says it all. What is more impressive, that this guy could remember the whole song in his state, or that the officer was able to remain quiet throughout the entire serenade?
What the top viral videos have in common:
1. A catchy tune. From Psy’s completely pointless but highly entertaining video Gangnam Style to the slower and slightly more artsy style of Goyte’s Somebody That I Used to Know, music plays a central role in the success of a video. Music evokes emotion, so choose your music carefully when creating a video ad. Music parodies are also highly popular, which helped Carly Rae Jepsen’s fame for her Call Me Maybe video, which had marketing video parodies performed by Olympians and Cookie Monster.
2. Suspense. TNT’s video ad A Dramatic Surprised on a Quiet Square, the viewer wants to keep watching to see what is going to happen next. Creating a feeling of anticipation will draw in viewers and keep them watching to the end of the video.
This video ad (not one of the top ten but with over 15 million views) uses emotional music and an element of suspense to keep the viewer watching, waiting to find out what she wrote on his sign.
3. Humor. Who doesn't want a good laugh? Particularly if that laugh is at someone else’s expense. There are many pointlessly funny videos that become viral. Some that appear in our top ten include Catch the Ice Dude and Donna the Deer Lady. Including humor is a great way to inspire people to share a laugh with their friends. Remember the roller skating baby video? That ad got over 17 million views for Evian's marketing campaign.
4. Emotional and inspiring. Meaningful videos that inspires an emotional response which everyone can relate to do well as viral videos. Procter & Gamble released an ad praising mothers worldwide right before the Olympics, and it was shared hundreds of thousands of times in a few days. Highlight something meaningful that your business has done, or emphasize an important value you hold as a company to increase shares. According to a study by Edelman Global, 85% of consumers are willing to change their brand or consumption habits to make tomorrow’s world a better place. Sharing how your company is helping this movement through a meaningful video will not only increase video views, it could also sway numerous viewers to become fans of your brand.
5. Indirect Selling. Videos that go viral are entertaining. They make us laugh, cry, or feel inspired. Create a video that will provide some entertainment to your audience and they will be much more likely to share it. That often means indirectly selling your brand, like the banner at the end of TNT’s ad, or the CD sale that is the end goal of the music videos being shared. Videos that focus on selling – bragging about your business, focusing on displaying the features of your product or service, or being informational – might be useful on your product page to help buyers make a decision, but they probably won’t do well as a viral video to market your brand.
