5 steps to social video success

This article outlines five steps for brands to make their online videos 'go viral'.

5 steps to social video success

Ian ForresterUnruly

Understanding the various elements that drive shareability of online video campaigns is fundamental to achieving 'valuable virality'. Here are five steps to success.

1. Find your brand's voice

While there are hundreds of factors that contribute to shareability of online video, the top two are psychological responses and social motivations to share. Finding your brand's voice involves selecting the psychological responses and social motivations that best communicate your brand's key messages and achieve your campaign goals.

A psychological response is, in the words of Daniel Kahneman, a System 1 response:...

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