How to create a social media viral video
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Loading... - Sharon Lambert
- 11 Oct 2022
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If you’re a social media marketer, chances are you’ve been asked, “but how do we go viral?” at least once. Most marketers undoubtedly want the audience growth and attention that comes from achieving a social media viral video. In fact, it’s the dream of many social media managers.
But they also know that there’s no one formula to attracting viral success. And keep in mind: going viral is a bonus—not a strategy, and certainly not a reliable solution for slow channels. Video virality is short-lived, and so is the benefit that comes from it.
That said, understanding some of the common elements of viral videos can make your content more discoverable and engaging, increasing your chances of going viral.
In this guide, we collect expert tips from Sprout’s video and social teams so you can learn the theory behind ‘going viral’, how to make a viral video and what to do when it happens. Let’s dive in.
What makes a social media viral video?
Let’s start with the basics. What do we mean when we say social media viral video?
It’s called “going viral” when a piece of content really takes off on social media and reaches a large audience very quickly by receiving an unusual amount of shares and exposure. Whether it’s a tweet or an Instagram Reel, many different types of content can go viral.
How many views does a video need to be considered viral?
There’s no one number of views that signals a video has become viral. And what “viral” means has changed over time.
For example, in 2015 one million views was considered viral, according to Animoto. But now, with increased social media usage, one million is on the low end. And when it comes to TikTok specifically, Digital Marketing Institute defines 250,000 views as mildly viral, one million as medium viral and 5 million views within 3-7 days as officially TikTok-viral.
The psychology of what makes a video viral on social media
The answer to what makes a video viral in the first place is a bit like the holy grail for marketers. And yet, the answer comes down to simple psychology.
A lot of it comes back to emotion and social connection. According to research about why people share content online, the top three motivations to share came down to bringing entertaining content and value to people, to help define ourselves and to grow relationships.
Think about it: what makes you watch a video and share it? Did it make you smile or laugh, like the “It’s Corn” viral trend? Were you inspired? Did a video outrage or surprise you?
A step-by-step guide on how to make a viral video on social
Videos can go viral on a variety of different platforms. But what goes into creating a viral video in the first place? And how can you ensure the largest audience possible sees your video content?
Sprout’s video team is well-versed in creating video content that reaches large audiences. Here are some of our expert tips that you can put towards your own video production and optimization.
1. Pinpoint your goals
Knowing you want something to go viral isn’t enough for a solid social media marketing strategy. You also need to know why you want your video to go viral.
Are you looking for brand awareness? Hoping to grow your online following? Or do you want to generate conversions?
Each purpose will require your team to create different videos for audience members at different stages of the funnel. Know your goals before you begin production. Read More…
