Author: Stephan Spencer / Source: MarketingProfs 6 Between two similar videos, what makes one buzz to the top of the YouTube charts...
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Between two similar videos, what makes one buzz to the top of the YouTube charts… and one languish in obscurity?
I gathered some experts in video marketing to discuss key ingredients of videos that make it big: social media marketing expert Brent Csutoras of Kairay Media; YouTube celebrity and science guy Steve Spangler of Steve Spangler Science; Jamie Salvatori, the founder of novelty online retailer Vat19, with 2.7 billion YouTube views; and Rob Bliss of Rob Bliss Creative, the creator of the viral smash “10 Hours of Walking the Streets of New York as a Woman.”
We looked at two videos.
One was the story of Arthur, a disabled Gulf War vet who was told he would never walk without a cane, but by using yoga and personal determination he lost 140 pounds in 10 months and regained full mobility.
The other was the story of Derek, a US Marine captain who was paralyzed in the line of duty and received a second chance at walking through the help of high-tech prosthetics.
I went to the experts with the question that I’m sure you have in mind: Why one and not the other?
What Arthur’s ‘Transformation’ Video Did Right…
Arthur’s video uses the power of storytelling to create a strong emotional connection between Arthur and the audience. We see progress as the video advances; however, we also see hurdles and challenges along the way that keep us fascinated.
Bliss pointed out that a great viral video re-engages the viewer not every few minutes but every few seconds. Arthur’s video continues to build connection and interest with the viewer as it unfolds. Where Derek’s video shows a problem and then provides a quick solution, Arthur’s video portrays a problem with complications, little failures, and, ultimately, a great success.
Spangler describes the story as a something we have to share because we feel we have experienced something real: “The images we see are genuine, and because of its authenticity we start to feel for Arthur and his sense of helplessness. It’s next to impossible not to cheer out loud as his transformation begins to take place. We start to wonder just how far he’ll go.”
…and What Derek’s ‘Pay-It-Forward’ Video Didn’t
All…
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