The Backbone of Viral and Shareable Facebook Videos

Opinion: Creating a viral video is not an easy feat

Having a video go viral is highly desired by every marketer out there. Viral videos can give your business a sudden lift, leading to increased traffic, perception and increased conversion.
Research by Sizmek has proven that people are 27 times more likely to click on a video ad than a normal banner ad. This can result in massive growth in followers and revenue.
Creating a viral video, however, is not an easy feat.
Facebook is one of the best (if not the best) platforms for promoting your video, with 100 million hours of daily video watch time.
Below are some statistics showing why you should use Facebook for your video marketing:

Percentage of global population using Facebook as of June 2016, by region (source).

How to use emotions to create viral and shareable Facebook videos

Research on advertising indicates that the emotional response to an ad impacts customers’ intent to buy much greater than the ad’s content itself.
Neuro-imagery scans indicate that when consumers assess a brand, they make use of emotions based on experience and their personal feelings, instead of the information about the brand like features and facts. This shows that when making Facebook videos, connecting emotionally with your target audience is very important.
Since consumers have a tendency to decide on a brand based on emotions rather than logic, the more emotionally intelligent your video is, the more likely it is to be shared and go viral on Facebook.
Having a viral video on Facebook is like winning the internet version of the lottery. It can immediately take your brand to the next level. But having a video go viral is extremely difficult and often has to do with luck. Even Upworthy, regarded as the king of virility, has only 0.3 percent of its posts go viral.
However, there are actions that you can take to greatly increase the chances of your video going viral. With planning, creating and promoting your videos, these six tactics will help you to get your audience connect emotionally with your message.

Make people feel something

For a chance to make your video go viral, you should create a video that will give your viewer an emotional reaction such as joy, laughter, anger, surprise, admiration, happiness or satisfaction.

From the research above conducted by Fractl, happiness seems to get the most emotional response. That indicates that the ability of your video to create a feeling of happiness, surprise, admiration, satisfaction, hope, love, pride and/or gratitude in your viewers will most likely make them want to share your videos, which can ultimately make the video go viral.
For example, the Thai Life “Unsung Hero” ad garnered more than 10 million views in two weeks and generated an earned media value of $43 million. It moved viewers to tears, reminding them of the value of life and empowering people to do good.

Know your audience

People share online content (including videos) due to a number of factors. These factors vary across demographics. Some of the reasons people share contents, according to Clickz, include:

  • A shared passion
  • It is useful to them
  • They are catching up later and want to talk about it in real life
  • It’s a good cause
  • It’s trending on something famous like the Olympic Games or a movie release
  • It’s a conversation-starter
  • Self-expression (it says something about them)
  • Opinion seeking
  • Reaction seeking
  • Attention seeking

You must know your audience before you can connect to them emotionally with your video. For instance, if your target audiences are millennials, they may react more to something that excites and make them laugh.