The lessons we’ve learned on making videos go viral

Michael Langdon, founder of eCommerce video agency Levity, breaks down the elements of successful viral videos and finds a few common factors in what gets traction online.

Viral videos: It’s the jewel in the crown of any company’s marketing strategy, right? Wrong. Up until a couple of years ago, one of the most common requests from companies requiring video content was, “How can we make it go viral?”

They seemed to think that virality was the only measure of success when producing a video. Things change often and quickly in the video production industry, and much like with fashion, it’s very seasonal.

Marketers today seem to acknowledge that getting their video seen by a few right people, will generate a bigger return on investment for them than getting millions of eyeballs on a film that will lead to no action being taken. Having said that, if global exposure is one of your measures of success, then a viral video may well be part of your marketing strategy.

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