Talk and Act
When we watch popular viral videos and ask ourselves what makes them popular, we learn a lot about the viral video genre. Today’s, number one video, a 4 1/2 minute prison video is a case in point. The video documents a group of uniformed prisoners performing in the prisoner’s lot of a maximum security prison, as they dance in unison to the tune of the Michael Jackson song “This is it.”
The dancing video was preceded by a similar video from the Philippians documenting incarcerated inmates dancing to a different Michael Jackson tune. While not the originator of this genre, this video bests the first one in the dramatic high quality performance of the inmates, who exhibit amazing timing and uniformity, and who obviously practiced under supervision to make the performance. The inmates are divided into groups based on the color of their uniforms, and during the video they create changing geometrical shapes, and at video close they create a peace symbol, which can be seen quite well from the vantage point of the person who filmed the video. The musical background. The effect of the dancing is amplified by the Jackson lyric “all I want to say is that they don’t really care about us.”
The video is certainly attracting views because of its content. But what is it about the content that appeals to people. I believe it is first and foremost the contrast between the stereotype of prisoners in a maximum security prison versus this relatively sophisticated dance performance. Seeing a group of men, some of whom will be incarcerated for years, if not for ever, performing in a creative dance video is an experience which relieves the normal negative stereotype of maximum security prisoners. Like a joke, which lightens a serious situation, this video lightens the otherwise negative thoughts we have about incarcerated prisoners.
Hidden within the subject of the video is an even more poignant contrast. Prison life is characterized by constriction of movement. Dance is characterized by freedom of movement. Disciplined dance bridges the two opposites, and creates a moment of aesthetic freedom for these confined men. So as we watch the video we are relieved that we can have a new image of prisons that is lighter than before.
Finally, it is worth noting, that the video presents material and an impressioni that many people want to take away with them and incorporate into their lives as a memory and as something to talk about, and that is the characteristic that we see repeatedly in viral videos.
Thanks to Winmax Video of California for sponsoring this video. Winmax is a video production company that produces trade show video and restaurant video and other types of business and corporate videos.
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Tags: viral video
Posted in Dance · January 28th, 2010 · Comments (0)
What makes a video go viral. That’s a question a lot of people would like to know the answer for. But first off, what is a viral video. One of the best answers to that question is found in a related definition of viral marketing, which is that viral marketing is the phenomenon of other people passing along your ideas to friends via email or blogs or other online means?for free! That’s the fun of it, the glitz of viral marketing. And that’s exactly what happens, when viral videos start to get a lot of views. At some point, at some critical number of views, marketing companies begin to set up web sites, set up blogs, sell tea shirts, pay for exclusive rights all for your video, and a phenomena begins and a snowball starts rolling downhill.
But the crucial question remains, how does the video get to the critical number of views that triggers this awesomely exciting process. One video blogger offered the following 7 points as being helpful in getting a video to the big view level.
1) A video should be worth talking about, so that people will readily pass it on to others.
2) The video should be about something novel that people will want to pass on to others.
3) If a video is promoting a brand in any way, it should be unobtrusive. The focus has to be on the entertainment and the fun. The famous example of this is the “Will it Blend” series, in which a small blender manufacturing company presents videos depicting their blender blending various types of electronic devices.
4) Next, and crucial, what may seem funny to a group of video developers will be lost on the public. So you have to look at a video from the public perspective. What will the public like.
5) Viral videos aren’t made, they are chosen. You can’t control the public whim, which is a humbling thought. But if you want your video to go viral, you have to cater to the public whim.
6) When you make the video, add content that people will want to see. And how do you do that?
7) Decide ahead of time what you want to say, and say it creatively.
Point number 7 is essential. You must be sure of the power of your creativity. Creativity can take a dull theme and make it intensely interesting to the public. When you have complete confidence in the ability of your creative process to make your video interesting, then you won’t shy away from what you are trying to say, for fear it won’t be interesting. Thus, your video will be both genuine and interesting.
So now, race for the cameras, race for your editing room, and put that video on You Tube.
This article has been sponsored by Winmax Video of California. Winmax is a professional video company that specializes in professional videos including trade show video restaurant video and other business videos.
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Tags: viral video
Posted in Internet · January 9th, 2010 · Comments (0)