That is the million dollar question! And the answer is worth well over a million dollars.

What is a Viral Video?

According to Wikipedia: “A viral video is a video that becomes popular through the process of Internet sharing, typically through internet media sharing websites. Viral videos often contain humorous content and include televised comedy sketches…”

Viral Marketing includes three elements:

1. The message
2. The medium
3. The delivery

Our focus is on creating a video, so we have determined the medium we are going to use. That leaves us with determining the message and the delivery method.

For the purpose of this website our delivery method focuses on YouTube. But, remember, that can carry over to your blog, your website and emails from people to their friends if they want to share it. Once a video is posted on YouTube it can be linked to other Internet delivery mediums.

That leaves us with the message we are to convey. In so many viral videos the message in the video has nothing to do with its sponsor. It is simply a tag line inserted in a portion of the video. For the most classic example of this read our posting on Stride Gum and Matt Harding.

For a short example view this video that is sponsored by Volkswagon:

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As I am writing this article, this video has been viewed 9,236,921 times.

Can You Create A Viral Video?

According to some it is nearly impossible. It is hard to predict what kind of video will gain popularity and spread over the Internet. But if you are willing to try it, you need to make a decision on how much to invest in the project.

The idea is the key. And that can come from the creative minds of an advertising agency or something you pick up on that is right in front of you, as happened with Blendtec Blenders (see our article on their YouTube campaign).

Once you have an idea that you think will fly then the smartest path is to create a low budget video and test it. Once it begins to gain momentum on YouTube, you can enhance the video by increasing your investment in a more professional production. But be careful not to change the message. Just fine tune what has already proven to be effective.

Can You Find One to Promote Your Business?

Often times, advertisers find an idea they like on video and purchase the rights from the creator. From that point they are likely to invest more resources into the promotion by enhancing the video to focus on an audience that is typical of their target customers. The video doesn’t have to be about their product. Look at the Stride Gum ad mentioned earlier.

The key is to find a video in its infant stages. And to find something that appeals to your target audience. And from that point, like any promotion, you are taking a risk.

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