Viral Videos

A video can be made for sharing, but no production team can guarantee that it will go viral. A useful starting point is a clear idea, a recognisable audience and a reason someone would pass the film on. Production choices should support that reason rather than chase a view count.

An idea the audience can explain

Can someone describe the film in one sentence? A surprising observation, a useful demonstration or a well-told human moment gives viewers something to remember. Keep the central idea clear before adding visual effects, music or extra messages.

Think about why the intended audience would share it with a colleague or friend. A film that tries to appeal to everyone can lose the detail that makes it interesting to anyone.

Make the opening earn attention

Introduce the subject promptly. Show the action, question or situation that makes the film worth watching, then give the idea room to develop. Avoid a long introduction that delays the point.

Plan captions, sound and framing for the intended viewing context. Test the edit at the size people will actually see, and check that important information remains understandable when they watch without sound.

Plan production and distribution together

Before the shoot, agree the main edit, shorter versions, aspect ratios and language requirements. Capture enough supporting material to make those versions purposeful. Confirm music and footage rights, contributor permissions and the route for brand approval.

Distribution needs its own plan. Decide who will publish the film, where it will appear and what the surrounding text or destination page should do. A good production brief separates the quality of the film from assumptions about how far it will travel.

Measure a useful outcome

Choose goals that match the campaign: relevant enquiries, audience engagement or visits to a specific destination may matter more than a large raw view count. Review results in context, including distribution and promotion, rather than treating views as proof of production quality.

From the archive: our 2012 presentation

In 2012, we were developing a viral project and put together a short presentation for a client about what we thought made an effective campaign. Our original post joked about creating the next “Dramatic Chipmunk”. That was an ambition at the time, not a claim that the project achieved that reach.

The original Effective Viral Videos presentation is retained here as a historical reference. Its examples reflect that period. The practical questions above offer a starting point for planning a new film without promising an outcome that no one can control.