Saturday, November 3, 2018
The Makeup of Viral Videos
Why do videos go viral? Videos go viral in many ways. According to the Ted Talk Video by Kevin Alloca, videos go viral by the use of tastemakers, communities and participation, and complete unexpectedness. Certainly, these are ways in which videos can go viral. When a person that is well known backs or promotes a video, that causes a broad exposure of the video. Then, the video spreads even further to individuals that would not have normally recognized the video. Communities and participation are an important aspect as well. When communities develop or promote a video, that creates an even further spread of information, an idea, or innovation. Depending on the size of the community and the level of participation, these factors can cause a dramatic effect on the widespread viewing or exposure of a video. Complete unexpectedness is definitely a way a video can go viral as well. When something spontaneous occurs, people tend to catch notice of the act. Spontaneity is a very big aspect in the notification of a video, idea, or new concept.
In addition, there are certain aspects of videos that cause them to go viral. The design or construction of a video causes a dramatic effect on the how well the idea being portrayed is going to take notice. Analyzing videos that were successful is a very important practice to developing a successful video. Based on the Ted Talk video by Adam Sadowsky, they wanted to construct a video using ideas of members whose previous video had over 50 million views. The new video would be designed using ten commandments, and the video would be designed around the symbol or image of the Rube - Goldberg Machine. The ten commandments were followed in order. One, no magic. They wanted to make sure the video could be understood and taken in by a grandmother. When constructing a video, that is a very important factor to consider. Designers need to make sure that the video is going to be easily understood. Even if a video designer is simply trying to capture the attention of one demographic, ease of understanding will allow the video to capture other viewers as well. Two, band integration. Three, machine action should follow song feeling. Four, make use of space. Five, messiness. Six, machine starts the music. Seven, the music is synced to rhythm and hits specific beats. Eight, end precisely on time. Nine, machine should PLAY part of the song. And ten, it should all be done in one shot. Attempting to encompass all of these commandments would be a very difficult task. However, using the advice and ideas of other successful video designers is important to follow. Even if a task is difficult, it could prove worthwhile later in the overall success. Through the design of this video, the designers learned many important life lessons. One, planning is incredibly important. As with any task or action, careful planning is extremely important. Improper planning can easily cause failure of a project. As well as proper planning, flexibility was an important lesson learned. When taking on a project or trying to accomplish a task, there are going to be setbacks and failures. Being able to be flexible to go through trial and error is a very important necessity. Also, a designer would need to put reliable stuff last. As with any task, the things that are easily done, accomplished, and require little to no thought, should be saved to the end. And, remember that "this too shall pass." There will be difficulty, setbacks, failures, headaches, rising tensions, and further difficulty in the promotion or design of videos. However, those will occur in almost any project or task. Those will pass. When success and completion occurs, the difficulty, setbacks, failures, headaches, rising tensions, and difficult will be forgotten.
When attempting to figure out what makes videos go viral and what is needed to design a successful video, there are other factors to consider as well. Public relations specialists, journalists, and other communications professionals are also needed as well. A video can have all the necessary makeup and characteristics, and it can be designed perfectly. However, other communication professionals will be needed to further promote or analyze the video correctly and successfully. Public relations specialists will be needed to promote the idea and video in the manner it was to meant and to correct any false or misleading information. Even if a video goes viral, it can go viral for the wrong reason. Public relations professionals and journalists are two professionals that can assist in the success of a viral video. With the use of these professionals, videos can gain further exposure. And, the video can be successful in the manner it was meant. However, public relations specialists and journalists have developed controversy amongst one another. Both professions need one another, but only in a professional manner. There is often times an ongoing rivalry amongst the professions, and journalists have attempted to become PR professionals as well. In 2008, the U.S. public relations industry increased by 4 percent, 3 percent in 2009, and a 15 percent decline occurred in the American Newsroom. According to the ASNE, 8,300 reporters and editors were lost. Journalists with industry contacts and the ability to tell effective stories seemed to be more attracted to the world of public relations. This further represents a great migration of journalism to public relations.
However, some saw difficulty and error in this process. Where an increase in prosperity is welcome, common concerns can arise as well. Some public relations professionals feel that journalists attempt to join the ranks with a culture of communication that encompasses a false urgency. And, there is an absence of appreciation for the deepness and range of what reputation or management involves. Journalists enter the public relations world with wonderful contacts, great and finely tuned storytelling abilities, and an experience in the media business. These journalists know how to sell a story, but that is to the editor. However, these former journalists turned public relations professional might have trouble trying to sell new business to a client. These newly turned public relations professionals might not be able to conduct market research for developing a strategic communications plan that would increase awareness of a company's product or service. And, they might not know that the public relations industry has a code of ethics. If moving from journalism to public relations, these are all factors to consider. Even though the profession are connected, that does not mean that one would do well trying to accomplish the others' tasks.
Moreover, both are needed in the success of a video and it's attempts to go viral. Correct characteristics, smart engineering, and effective journalism and public relations are all important traits needed to cause a video to go viral.