Once you’ve got your video made, the next great struggle is getting attention for it. How do you create videos that people will want to watch and then get those videos in front of the right audience?
Explaining how to make videos go viral, Dan Greenberg, co-founder and CEO of Sharethrough, led a presentation at the recent Streaming Media East conference in New York City. Sharethrough works with brand to popularize their video ads by distributing them in key places around the web.
As part of his presentation, Greenberg explained the process that leads to the best video ads:
“This is something that we’ve culled from a lot of conversations with a lot of creative directors, a lot of production houses, a lot of brand marketers, thinking about how do they produce really awesome, really sharable, really watchable content,” said Greenberg. “Instead of starting with the story and then figuring out what to do with it — instead of saying ‘We’re going to make a dancing baby video with Evian water bottles’ — instead of starting there and then trying to figure out what the hell you’re going to do, start with the goal, figure out exactly what you’re trying to do, and then really think clearly about who are we trying to target?, what’s the context of how we’re going to enter a conversation?, what are the persuasion strategies we’re employing?, and then, finally, what story works for all of that?”
For much more on going viral, watch the full video below and download a PDF of Greenberg’s presentation.