going viral march 2011

Arik Abel * http://arikabel.com * @arikabel * arik.abel@gmail.com

Going ViralMaking & DistributingOnline Video

Why video? Three E’s

Educate, Entertain, Emote

Two Types of Outbreaks: One-to-Many (Viral), Many-2-Many (Meme)

It’s not viral.

But it has a lot of effing views.

Evergreen Content

Topic

Technique

Talent

Timing Tension

Mash-ups. Parodies. Post-It NoteVideos. All in One Take… Is

your technique unique?

Who is your audience?What are they talking about?

Topic

Technique

What is happening in the world?What can you add to that event?What is the right time to add it?

Who is in your video?Is their audience the same as

yours?

Talent

Timing

What is the source of yourdisbelief, surprise, polarization?

Celebrities getting mad or surprised…Is it real or fake…Fat guy in a little coat…

Susan Boyle…Kanye West…You love it, I hate it…All in one take…Impossible circumstances…

Tension

Imagine all the people,singing in Trafalgar Square

Did you see the frozenpeople in Grand Central?

The Law of Distributed Influence

1. Pick a particular audience, it can even be “anyonewith an internet connection”.

2. Which of the Ts are they talking about, searchingfor, watching and sharing right now?

Topics, Talent, Timing3. How can you apply a unique technique?

Safe for work memes4. How can you create or resolve tension?5. Give the idea a catchy description thatʼs easy to

remember and search for.

Group Exercise

produce

distribute

share

produce :: a great hook

“Have you seen the __________________?”“Did you know that___________________?”“How can I find out___________________?”

produce :: storyboard

produce :: rule of thirds

produce :: shot variety

produce :: a-roll / b-roll

distribute :: video-sharing sites

distribute :: seo, keywords

distribute :: syndication

share :: do it yourself

share :: help them help you

1. Observe what people are talking about, searchingfor, watching and sharing

2. Apply the Five Tʼs and Law of DistributedInfluence to develop an idea with viral potential

3. Follow best practices to produce, distribute andshare your content

4. Inspire others to produce, distribute and sharetheir own related content

5. Repeat ad infinitum

Review