Anatomy of “Viral Video” – Pink Glove Dance

As marketers get more savvy about video content, I thought it’d be helpful to evaluate a recent example of a successful online video – earning it’s badge as a ‘viral video.’ Below are some of the core elements that help make videos as good as our friends at Providence St. Vincent Center Hospital. Before you check out the diagnosis, here’s the video:

1. Simple
Half-time shows, recitals, TV…we like watching people dance. Nuff said.

2. Pop Culture Element
This is commonly from a piece of entertainment content. Usually a song, like a Canadian University’s dub of “I Got A Feeling“, or AutoTuning “Imma Let You Finish,” “Charlie Bit Me,” and others. It allows people to see something they already know and are familiar with, and bring it to a new level. Even more, this infers that some people will know of the original video, but won’t know of the remix – driving one watcher to pass it along to their friends who may not have seen it.

3. It Addresses an Issue People Care About
While the doctors are promoting awareness and fundraising for breast cancer research, this type of video can also gain significant traffic when there’s an issue behind the content. Check out this post from “The Obama Girl” about the use of online video in the political arena.

4. Bigger than the sum of its parts
Consider this math lesson:

1 person falling on a mattress = not cool
1 person falling on a mattress on a person falling on a mattress on a person falling on a mattress… = World Record = Cool. Proof here.

Yes, I’m sure you’re thinking that you and your coworkers could probably do something just like that. But you falling on a mattress at your clothing store wouldn’t really help you sell clothing. Leading us to our next part…

5. Originality, with purpose
There will always be the next funniest video, but if your idea doesn’t parlay someway back to your products, you’re brand’s just going “down like the economy.” (~Lil Wayne)

++++

Credits:

Video courtesy of otmills

Song in video (”Down”) courtesy of Jay Sean

Homedog dancing at 0:46 and 1:51 is my hero