So you’ve created your video, decided what audience you’re targeting and what platform to distribute said video on. You want your video to reach the most amount of eyes possible because you’re proud of your effort and want to see a return on investment. So now you’re thinking of the best way to get it in front of as many people as possible. That little share button at the bottom of your Facebook post is almost taunting you at this stage and all you want is for people to share it with others, but what is the likelihood of your video being shared across, not only Facebook but the countless other social media sites people use on a daily basis?
Well first off, it depends on your target market. If you’re looking to target millennials (Usually born in the early 80’s to the early 2000’s, so think 18 to early 30’s) then you’re in luck. Millennials are 112% more likely to share a video ad over any other demographic. Don’t get too excited though, they are also the generation that are most likely to install an ad blocker. Millennials are turned off by low quality, boring and disruptive ads, but if your ad is none of these then the chance of your video being shared has already increased.
Before wondering will your video be shared, ask yourself why would someone share my video. Most videos that get shared contain one or more elements that urge people to share with friends. The most shareable videos tend to be the following:
- Humor. Make somebody laugh and they are more likely to share that video with friends because they’ll want to put a smile on somebody else’s face, or maybe they just want the glory of finding the funny video first.
- Provocative: A sexy video is another great way to create an emotive response from someone which would increase the chance of them sharing the video.
- Shocking: Give the viewer something they don’t expect. Here’s a great example from Carlsberg:
- Be awe inspiring: Think about a video that goes beyond what is expected. Be it a cool trick shot, an amazing feat of human achievement or some really cool piece of technology. Impress someone with your video content and they’ll want to impress others with it.
- Think controversial: This type of video is not for the feint hearted. If you make a controversial video prepare for the backlash that will undoubtedly come with it. It may get your brand into the mind of your target audience but it may not be for a good reason. If you’re willing to take the risk and face the consequences then this option could be for you.
- Get techy: Unveiling great tech is always a winner, make your video a little different to the regular tech videos and you’re on to a winner. feed people’s brains and they might just share your video
Product videos and general videos centered around your company are great, and will always help to build brand awareness and make sales but unless one or more of the above elements are included don’t expect people to share your video. It’s not beyond the realms of possibility that they will share it but the likelihood is probably a little less. Don’t let that deter you though, just because someone doesn’t share your video, it doesn’t mean it’s not good, any video is always better than no video.