In the article by Stephanie Buck, the author interviewed the men at creative agency Seedwell who specialize in imagining, producing and distributing viral video. Peter Furia, Beau Lewis and David Fine represent the heads of strategy, business and production, and respectively are the masters behind what it takes to go viral. It seems lately that the newest fad is the ability to go viral. Take the Kony 2012, it became a video sensation and also earned the name viral video. When the video came out it spread like wild fire. With the help of the Seedwell team they help explain what it takes to gain viral video status.
So what does it take to go viral? According to Seedwell, “a “viral video” is an impressive performance of views, sharing and growth curve relative to the top 5% of the class (10,000+ views, 1,000+ shares in 24 hours)”. They mention how viral videos need structure, a theme, and tastemakers. The structure needs to catch the audiences attention, it needs to take them on an emotional roller coaster and also be surprising. Theme, most viral videos fit into three thematic categories, parody, “cute as hell”, and “did that just happen”. And finally tastemakers or digital influencers, “These are celebrities with built in audiences the size of cable channels”.
The men and Seedwell are not only gurus at knowing how to go viral, they also know what people are clicking on these day and what people are sharing. When it comes to what people are clicking on today its not surprise that sex cells. Most of what people are attracted to are the visuals and anything overly sexualized is good to go in going viral. Also numbers count, when individuals are looking for something to click on its more likely they will click on a video which has 100,000 views. People will also click on videos because there friends are sharing the links, individuals want to view what their friends are viewing. Lastly people will view videos because of the name and how relevant it is to them. When it comes to people sharing “If they decide to share a video, it usually is because they either a) altruistically want to share the enjoyment of that video with others, or b) selfishly want to be seen sharing or critiquing that video.”
Buck went on to discuss future plans the Seedwell team has going on this year. With new videos to come and a online series on its way, its safe to say these men are in no sight of stopping anytime soon. They are smart and creative and know a lot about the virtual world. From what people want to see to what they want to share. Most of us have seen a viral video and know how interesting they can be but what if you started your own. With the tips these gentlemen give i’m sure it’d be difficult but also plenty of fun.