The 12 video sharing triggers you really need to know about

Posted: August 9, 2011 by Maria Morais in Brand Activation Case Studies, Digital Marketing, Market Trends, News, Tech

Maximise the chances of social spread.

The 12 video triggers

So then, what are these triggers, and how do they differ from one another? To be clear, a trigger is some aspect of the video that is likely to lead to sharing activity on social platforms (and beyond). Below I have listed the 12 triggers, as identified by Unruly Media on the ‘video optimiser’ checklist. Each trigger is filed under ‘mind’, ‘body’ or ‘soul’, and is accompanied by a classic example that took the web by storm. Enjoy.

BODY
FUNNY… ROFL!

Humour is notoriously subjective: will your audience be tickled by a witty quip or a banana slip? Parody or farce? Either way, a top-notch ‘pay-off’ is a must-have.

Example: Toyota – “Swagger Wagon”

HOT… SEXY!

This one’s a slippery pole, ranging from booty-shaking through to celebrity upskirts and full blown sex tapes. Approach with caution: this is hot stuff. Misjudge your target audience and you’ll get your fingers burnt.

Example: Agent Provocateur – “Kylie”

SHOCKING… OMG!

As a species we find disturbing content strangely compelling. There’s a certain thrill in being ‘frightened’ by the unexpected and the ghastly. Hence the popularity of car-crash TV and hard-hitting road safety ads.

Example: Carlsberg – “Carlsberg and Mentos”

MIND
UNBELIEVABLE … AWSM!

Has to be seen to be believed. Brilliantly done stop-motion sequences, people performing on the edge of what’s humanly possible, creative teams pushing the boundaries of human & technological achievement.

Example: Gillette – “Federer Trick Shot”

CONTROVERSIAL… GENIUS!/F****** S***

Love it or hate it? Some videos divide opinion and split the online community into opposing and vociferous factions. Not for the faint of heart. You’ll need to be prepared to stand your ground.

Example: Bud – “9/11”

GLEEKY… COOL!

This is brain-food for aficionados. Could be the unboxing of a limited edition game for Xbox fans, a Jen Aniston meta-viral for meme fiends, or Sue Sylvester voguing for Glee fans.

Example: Blendtec’s Will it Blend? – “iPad”

ILLUMINATING… FIRST!

Will open your mind and rock your head. Unveilings, Sneak peeks, breaking news. Eye-opening facts, trends or technology. Useful as well as entertaining. Guaranteed to make your synapses tingle or your money back.

Example: TFL – “Awareness Test”

RANDOM… WTF?

Confounded, surprised? Bewildered? Random clips often involve a verbal, visual, or conceptual non-sequitur that is as funny as it is bewildering. Why is that gorilla playing the drums? I Like Turtles? You bet we do!

Example: Cadbury’s – “Gorilla”

ZEITGEIST

Does this video ride the crest of a current meme or develop a current news story? Does it capture the public mood or celebrate a public holiday? Timing is everything. Yesterday is nothing.

Example: Volkswagen – “The Force”

SOUL
CUTE… AWWW!

Sneezing pandas, laughing babies, fainting kitties, these are the videos that melt our hearts.

Example: Evian – “Roller Babies”

UPLIFTING … YAY! I love this!

Want to escape the tedium of everyday life? Bring a smile to the faces of fed-up friends? For a shot of Feel Good factor 40, look no further. Flash mobs, group dances, good causes tend to coalesce around this trigger.

Example: Alphabet Photography – “Hallelujah Chorus”

MOVING… WOW. Made me cry.

These videos are intense, with the power to evoke strong emotions: hope, pride, faith, nostalgia, love, anticipation. The best ones give us goose bumps, uplift our souls, and renew our faith in humanity.

Example: Pantene – “Extraordinary”

Posted 04 August 2011 12:34pm by Chris Lake E-consultancy

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