In today's digital age, viral content has become the holy grail of marketing. Brands aspire to create captivating videos that spread like wildfire across social media platforms, generating massive exposure and engagement.
From the groundbreaking success of Mr Beast's brand acquisition by Jelly Smack to the clever utilization of hook points by social media influencers, the power of viral content cannot be overstated.
In this article, I will explore the strategies and examples that demonstrate how brands can create thought-provoking videos to capture the attention of their target audience and achieve viral success.
I will also be tapping into some of the experiences and accomplishments throughout my time working at Secret Sauce Media, founded by Jimmy Donaldson (Mr Beast) and Jordi Van den Bussche (Kwebblekop), as we assisted creators that have a million subscribers with the generation of increased monthly ad revenue from their videos.
1. Tapping Into Influencer Collaborations
Some of the biggest examples of influencer and brand collaboration can be found in posts from Kim Kardashian as well as the rest of the Kardashians’ social media profiles that promote brands. The Kardashian family of influencers is well known for promoting makeup, fashion, and beauty brands.
One of the best examples of video utilization is Kim’s KKW Beauty brand, where she manages and runs her personal YouTube account. Her celebrity status, in combination with her authenticity and personal connections, are hook points on their own as she discusses all the different product varieties that KKW offers.
Source: YouTube
In the image above, you can also see that the hook point for her videos is almost inviting her fans and followers to experience her lifestyle through her beauty products. To learn more, check out her YouTube account here.
2. The Secret Sauce of Branding: Memes and Viral Media
Memes and viral media have become ingrained in our online culture. They have the power to create a shared experience and evoke strong emotional responses. Secret Sauce Media's Cross Palalas emphasizes the importance of understanding the dynamics of viral media to create successful branding.
By infusing humour, relatability, and current trends into their videos, brands can connect with their target audience on a deeper level. Memes and viral content spark conversations, drive engagement, and create a lasting impact, making them invaluable tools for brand promotion.
Through working alongside Cross at Secret Sauce Media and collaborating with large-scale influencers, like Joshua Weissman, Mr Beast, and Yes Theory, I learned and then leveraged the importance of understanding what the hook point of an artist, influencer, and brand is and finding multiple ways to creatively convey this via video.
One example of this was working with Timothy Chantarangsu, turning his 40+ minute long video into a shorter length “Dad Joke Battle” video alongside one of Secret Sauce’s most talented video editors, Matty Crowson. Check out the Facebook video here and the original YouTube video here.
Multiple iterations of the video have gone live, with some having gone viral and securing Timothy a strong backbone of recurring ad revenue. Other influencers on multiple social media platforms benefit from well-produced viral content by gaining fame and profitable popularity.
3. Leveraging Hook Points for Maximum Impact
Hook points are strategic moments within a video that capture viewers' attention within the first few seconds. Entrepreneur.com highlights the significance of hook points in building a social media following. In a fast-paced digital landscape, brands have a limited window to capture viewers' interest and entice them to watch the entire video.
By crafting compelling intros, incorporating suspense, or presenting intriguing questions, brands can hook their audience and entice them to engage further. Using hookpoints not only increases the likelihood of a video going viral but also ensures that the brand's message is effectively communicated.
To do this with your brand, you need to truly take a bird's eye look at how your brand products value your customers. Even if you are a guitar pedal manufacturer and seller, you can still utilize authentic and organic storytelling, while educating viewers online about your products and recommending competitor ones from other companies.
The example I’m referring to is JHS pedals YouTube account, where the brand is aware and conscious of the value of educating the general guitarist public through thought-provoking deep dive videos or showcasing different guitar gear.
Source: YouTube
4. Embracing Creativity and Memorable Concepts
In an overcrowded digital space, brands must stand out from the competition. Traditionally seen as conservative businesses, car dealerships have stepped out of their comfort zones and embraced creative video marketing strategies. Clancy's Auto Body, for instance, gained immense traction on TikTok with a humorous meme-based video promoting their dealership.
With over 23 million views, this example showcases how even seemingly mundane industries can tap into viral content to capture the attention of a broader audience. This hilarious video simply utilizes a cat meme to promote their location.
Sometimes, referencing basic humour that has nothing to do with the brand directly but is a reflection of the character, liveliness, and youthfulness of their workforce, can attract potential car buyers to this dealership for a positive customer service experience.
5. Chipotle: A Case Study on Successful TikTok Campaigns
Another example is the use of Chipotle’s excellently executed viral TikTok, asking users, “How do you say I love you in your native language?”
The response video from Chipotle demonstrated that sometimes saying "I love you," really means asking, “What do you want from Chipotle?” In the video, the influencer then answers his own question, with “Never mind, I know what you want,” and proceeds to lay out his partner's order.
This video was posted back in April 2021 but managed to gain over 26k likes with strong engagement numbers. It perfectly portrays Chipotle as the “go-to” fast food brand that people know and want by relating Chipotle to the hook point of being love.
Source: TikTok
As you can see, the popular fast-casual restaurant chain, has successfully harnessed the power of TikTok to engage with younger audiences. Their video campaign on TikTok incorporated user-generated content, catchy music, and entertaining dance challenges. By tapping into the platform's unique culture and trends, Chipotle effectively created a sense of community and excitement around its brand. The campaign went viral, generating millions of views and fostering a loyal fanbase.
Chipotle's success demonstrates the importance of adapting to emerging platforms and understanding the preferences of the target audience.
Conclusion
In the era of viral content, brands must continuously adapt their marketing strategies to capture the attention of their target audience.
By embracing influencer collaborations, utilizing memes and viral media, leveraging hook points, and embracing creativity, brands can create thought-provoking content that attracts users from all across the web.
Hook points are what make your brand stand out, and it is what users, customers, and viewers love about what you or your brand have to offer. Awareness about hook points in this regard is crucial in succeeding in today’s age of powerful storytelling through online videos.
If you need help with your video marketing, don't hesitate to contact TechWyse Internet Marketing today. We also specialize in an array of marketing services, including SEO, Web Design, Paid Media, and more. Work with our expert team and we will bring your business to the top! To book an appointment, call (416)-410-7090 or contact us here.
