So my joking reference to the “second law of viral videos” at the close of this “YouTube Viral Video Broker” clip resulted in this question from Joe Chapuis:
What’s the first law of viral videos?
Fair question. I hadn’t really considered the rules yet… I was spoofing someone that would have the arrogance to cite “viral video laws.” But Joe’s question got me thinking about actually researching what makes a video viral. Then I realized it would be less work to suck down my fourth cup of coffee and make up my own.
So here they are, folks. The Immutable Laws of Viral Video.
- The definition of viral video is that the video prompts others to share it. It doesn’t mean it’s good by any definition.
- Stupid sells.
- Nobody can predict what becomes viral. My videos that achieve modest viral status (like the inane Google Earth one) are almost never the ones I expect.
- If you’re trying to market via viral, stay “unpackaged” and funny. And don’t get your hopes up. 2007 will be the “year of corporate viral video attempts” and most will fail.
- Topical is important. Viral is subject to “pile on,” whereby one viral explosion creates copycats. A clip is more likely to be discovered if it contains keywords from other viral videos that are being searched.
- There is no cure for the video virus, but it’s not life-threatening.
- Duration is “make or break.” Short will always outperform long. Stay under a minute for best results and never go beyond 3 minutes.
- The creator of the “Immutable Laws of Viral Video” (me) is allowed to break law number 7.
- There is no law number 9.
- If you try too hard to be viral, you probably won’t be.
In the early generation of viral videos, certain themes have emerged: dancing videos, music videos, impromptu moments, pranks, clever movie scenes, parodies, celebrity moments and, of course, AFV-like falls and stunts. … To get a glimpse into the “Viral Video Hall of Fame” see the About.com list of the top 10 viral videos of all times, and a more recent list.
Rule 3 is so true. Of my videos, the ones I expect to be funny don’t get much play time. Those that aren’t funny, get play time.
And a candidate for Rule 9 would be “Keywords help sell videos.” One of the videos I have has “Snakes On A Plane” in the title. While the content is slightly related to SOAP (I’m wearing a SOAP shirt), the context is lost on all but 100 people (my fellow co-workers). So keywords help, but content helps more.
REALLY good point. I still like having a vacant law, so I’ll add the keyword thing to 5
I wholeheartedly second that. Good laws, Kevin. The coffee must be doing you good .:-)
I’d add the words of Jon Stewart: “It was definitely viral. I felt nauseous afterward…”
Love that line and hadn’t heard it!
here’s the source.. should have put it there in the first place. My blogging standards are slipping.
http://www.wired.com/wired/archive/13.09/stewart.html