I’ve been following the “overnight” meteoric rise of a Canadian indie band called Walk Off the Earth who are currently experiencing fame over their viral cover video Somebody That I Used to Know. I am massively entertained by the energy and creativity in their music videos. I am even more fascinated by their marketing savvy.
The methods that make a video go viral are the same methods that you can use to make your business go viral.
Success in the music industry can be portended by a video that goes “viral”. And success in your business could be dramatically boosted by a viral video you create. But even if you don’t create any videos, you can use the strategies promoters use to make a video go viral to promote your business.
Contrary to popular notion, not all viral videos happen serendipitously. There are companies devoted exclusively to making videos go viral on behalf of businesses. Why? Because the goal of a viral video is to blow up a business. This, of course, means that there can be a strategy to make it happen. And you can easily employ these same strategies to blow up your business.
Since there is a strategy for making videos go viral, wouldn’t you like a little bit of that jamba juice for you business? The greater part of a successful marketing campaign is first getting the attention of a large audience. How to get the attention of a large audience is what all businesses can learn from, whether they do it by creating a video or not.
There is a lot of interest in how to make a video go viral because it can propel a business into major profitability. Take a look at some headlines:
What Does a Viral Video Cost and How Do You Make One?
Recipe for a Successful Viral Video Campaign
It’s Easy to Make a Video But It Takes a A Lot to Make it Viral
Gianni Nicassio, the creative energy behind Walk Off the Earth, his band members and crew have spent the better part of a year doing “covers” — recording their own versions of popular music videos and posting them to YouTube. They’ve garnered hundreds of thousands of views for their covers and most intentionally for their own original songs by linking themselves to the hottest musicians on YouTube.
The strategy has worked. It has worked because of four key elements:
1. Raw talent honed over years of making music
2. Passion for making music translated into a sharable product
3. Marketing genius
4. Going to the office every day and getting it done.
Some might say they got lucky by having the actor Russell Crowe tweet about their “brilliant” performance on their cover video Somebody I Used to Know by Gotye. But in reality it was just a matter of time.
Walk Off the Earth has done everything right. They studied what worked for other bands and they got busy. They’ve relentlessly followed the formula for success. If Russell Crowe had not discovered them, some other celebrity would have. The luck came in who was going to discover them first.
Social media has been a major factor in their success strategy.
Walk Off the Earth has made excellent use of social media. If you take a look at their videos, you will see how they creatively and relentlessly entice viewers to:
1. Subscribe to their YouTube Channel
2. “Like” them on their Facebook business page
3. Encourage viewers to post comments by responding to their commenters
4. Follow them on Twitter
Walk Off the Earth often creates a post-video piece that is just as entertaining as the music video itself. It keeps the viewer watching while it encourages the viewer to subscribe, like, follow and comment. Brilliant indeed! Take a look at the post-video on this one to get your own creativity going!
Social media has worked for Walk Off the Earth. As of this writing, their viral video cover Somebody I Used to Know has garnered 23,201,428 views in just 11 days.
What does it take to make a video or business go viral?
To become popular, likable and ultimately go viral, a video usually has a combination of a few key ingredients. People are drawn to things that are unique, new, provocative, edgy, passionate, entertaining, humorous. A “pattern interrupt” is often an ingredient.
In Walk Off the Earth‘s video, the pattern interrupt is that five people are simultaneously playing one guitar and making beautiful music. It’s new, unique and entertaining. It leaves people wondering “How do they do that?”
Their genius did not stop there however. They astutely chose an original tune to cover that has itself been one the most viewed videos on YouTube for some time. People discovering or going back to listen again to the original will also find Walk Off the Earth’s version. The viewer’s next step is to listen to more of Walk Off the Earth’s videos and become hooked on their music. And thus, a fan is born. And Walk Off the Earth’s popularity and profits begin to rise.
Your business can go viral too. And for your business to go viral, you don’t need 20 million people coming to your website. You just need a few thousand to create the success you want. Take a look at what a couple of guys in this Canadian indie band have done. Follow their strategies for your business. Emulate their work ethic. And you too will create the success you deserve!
Learn from and utilize the success strategies of this indie band (and have fun marketing your business right into viral profits!)
Somebody That I Used to Know by Gotye cover by Walk Off the Earth
Walk Off the Earth YouTube Channel
Walk Off the Earth Facebook page
