An Australian researcher has posited a theory that suggests the success or failure of viral web videos can be determined by an algorithm that has roots in Darwin’s theory of evolution, i.e., survival of the fittest.
The algorithm is designed specifically for commercially produced viral movies that are linked to brands, says Dr. Brent Coker of his branded viral movie predictor, or BVMP, in a news release.
Coker, an internet psychologist for the University of Melbourne, claims there are four elements viral videos need to possess in order to have a chance of success. They are: congruency, emotive strength, network-involvement ratio and paired meme synergy.
Congruency is simply keeping everything aligned with a brand’s existing identity and values.
Emotive strength relates to the idea that humans process copious amounts of information in a day and that good videos evoke stronger responses than this other information. Stronger responses are brought out through emotion.
Network-involvement concerns whether or not the majority of people in a targeted group find the video relevant. A video that can only be found on YouTube, for example, can have millions of views or none, depending on whether viewers are motivated to find it.
None of these elements work, however, unless accompanied by paired meme synergy, in which certain meme combinations that have proven successful are used. Memes include nostalgia, surprise, anticipation, voyeurism and others.
Unfortunately, Coker is saving the explanation for the 14 total memes and their optimal combinations for his new book, set to come out later this year. Still, this provides a primer for designing viral campaigns until the book debuts. Or, draw inspiration now from these highly viewed YouTube videos from PPAI members.
Upload Date March 30, 2011 Views 3,107
Los Angeles-based supplier Magic Cubes (UPIC: magicube) lets distributor Bob Levitt, vice president of Tangerine Promotions, do the talking in this product testimonial.
Watch it.
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Business service provider Cintas Corporation (UPIC: CINTP001), based in Mason, Ohio, explains what it does through melodically blending the sounds its employees make on the job.
Watch it.
Upload Date June 9, 2011 Views 712
Dallas, Texas-based The Odee Co. (UPIC: ODEE0001) uses stop-motion animation and energetic music to show how fun it is to wear the company’s latest t-shirt design.
Watch it.
Upload Date September 6, 2011 Views 1,009
Lafayette, Colorado-based business services provider ZOOMCatalog (UPIC: Zoom-cat) teams up with marketing guru and PPAI Expo 2012 speaker Jason Sadler of IWearYourShirt.com to explain why choosing the right promotional product is so important.Watch it.
Tamma Underwood
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