How Music videos go viral !

Gangnam style music videos go viral

How do music videos go viral?

The question that have been asked over and over and over ….
Since the creation of Youtube, the music industry have been put in front of the “fait accompli” reality: Anyone can put online a music video, and get people to like and share it …. and so did many music videos go viral.
This new reality led to a huge and fast deterioration of the music taste, and led to more crap music, but crap music that go viral … and by going viral, they go mainstream!

People enjoy and share a stupid music video if it has a nice beat and looks fun ….
Don’t overestimate humans, true we have/had people like Einstein , Bill Gates, Beethoven, Edison, Tesla, Curie, etc … but they are a very tiny minority, the majority of humans and especially the younger generation are dumb, i mean how else could you explain the success of the below music videos …

Crap videos that go viral:

There’s nothing better to analyze the viral factors, than analyzing crappy music videos that went viral, the reason is that good and meaningful music videos, will become famous simply because they are good, but crappy ones have an entirely other dynamic.
The below hip hop, rap, Kpop videos are good examples of music videos that have zero value, you can barely understand what they are singing about, and even if you do, you’d wish you didn’t:

Soulja boy, one of the oldest music videos that went viral:

Silento, the latest sensation – went viral last year:

And PSY, the most popular viral music video:
I bet you, the majority of people have no idea what this guy is saying, but one language is clear, the language of trolling!

the 2 common viral factors for the above videos:
– Catchy song/ music/ beat.
– A dance move integrated with the song.

A nice, emotion based music video:

Pharrell Williams Happy video is a nice example of videos that touches an emotion, it reminds you to just be happy,
unlike the previous 3, this one does not have a specific dance move,
but it does take advantage of showing variety of people dancing – which Silento later copied.

viral factors for the above video:
– Catchy song/ music/ beat.
– Connect with an emotion.

A music video that is connected to an event or date:

Some call it the most hated music video on Youtube, but there’s no doubt Rebecca Black’s video went viral!
A song that you hear it once, and that you will remember on Fridays!!

viral factors for the above video:
– Kindof catchy song/ music/ beat.
– Connect with a repetitive day of the week.

A music video that is controversial:

Love it or hate it, you’re going to talk about it, Sexy and i Know it, is funnier and more viral than any of the videos above,
the only problem is that it’s target demographic “teen boys” are not usually very active on Facebook to share it!
And it’s so scandalous, that your average viewer will think twice before sharing it!

viral factors for the above video:
– catchy song/ music/ beat.
– Controversial, you’ll need to say something about it, like WTF did i just watch or this is FUN.

Factors that make music videos go viral:

The situation is not that simple, there’s also another dynamics involved in the above videos,
these dynamics are: community, influencers, social media marketing, …
for example
the singer origin have a big influence on the reach, because the song is always embraced by your community,
in the case of PSY, the video was first embraced by South Korean, etc… From this perspective, it’s sometimes better to be a member of a minority, because your community would embrace the video first and that would lead to making it go viral.

Youtube have it’s own channel to showcase the latest hits of the previous year: Youtube Rewind.
The guardian have also what it calls a viral video chart.

For Viral marketing consulting, please contact us.


What is the value of a good Viral Video ?

We have been working in Viral Marketing, and more specifically viral video marketing since 2006.
That’s more than 9 years, during which, i can say we have seen it all…

We had clients that had great videos and wanted them to go viral. We had clients that had average videos and wanted them to go viral. And we had clients that had absolutely awful videos and wanted them to go viral.
The most we were able to help a client, was when we were involved since the early beginnings in the making before the marketing of the video.

What most companies fail to understand, is that to have a great viral video, you’ll need to start with a video that can go viral. Thus it is of up-most importance to hire the viral marketing experts at the beginning of the video production, even before the actual viral marketing & seeding starts.

Why? You might ask.
The answer is that the remarks and tips you’ll get from the viral videos Gurus, will help you get the video become marketable, or easy to diffuse and share.

Let’s get back to the main question,

What is the value of a good Viral Video ?

I want to write about 2 examples, these 2 examples show without any doubt, how a successful viral video can change the entire future of an artist or company, and none of these videos at first glance looked like it was the perfect viral video.

Example 1: PSY – GANGNAM STYLE :

This video has more than 2 billion and 300 million views. The video by itself is almost none comprehensive (Korean/bad english) for at least 90% of it’s viewers. It has a dance, which contributed to the virality, but no one would have expected that a video with a feel and looks of a low budget movie would sit on the throne of Youtube.
Yet, the video, had many elements of a good viral video [ we might detail them in another post], and was effective at creating a feeling that pushed people to share it.

The success of this video, changed the life of the artist, from a local artist to an internationally known and acknowledged celebrity. Psy has generated more than $12 million revenue on YouTube alone.


Example 2: DollarShaveClub:

This video got only 20 million views, but keep in mind that it’s actually a 100% Advertisement, so the fact that it got this amount of views is an achievement. The video might appear as if it does not contain viral factors [ music, dance, meme, etc], but actually it does contain other factors that have important role in making videos go viral [ humor, sarcasm, etc …].

As a result the video pushed a strong adoption and social engagement:
1.4 million facebook fan, did not happen because of the brand itself!

results of good viral video on facebook

To know the value of this video, you’ll need to head to the Wall Street Journal, where they announce that this startup is now valued at $615 Million. Before the viral video, this startup was worthless, most doubted that such a business model would work, even many asked, how would you get men to notice your product.
And then came the video, and the startup started growing exponentially to be valued now at $615 Million.
For this particular startup, this single viral video was woth $615 Million, because without it, the company would have gone out of business, after realizing it would be failed business model.


So, as a conclusion to this article, to get a good viral video :

1. You should never spare expenses nor time for finding and coining the right viral idea.
2. Always hire Viral Marketing professionals, to consult if not actually make the video.
3. Don’t impose your ideas and listen to what the Gurus advice you.

The above points are what make the difference between a hit and a flop.

So Yeah, Contact us