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5 Steps to Create an Addictive, Viral Online Video Series

The perfect branded online video series combines elements of entertainment and the same addictive qualities that keep people coming back to watch their favorite TV series.

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The perfect branded online video series combines elements of entertainment and the same addictive qualities that keep people coming back to watch their favorite TV series. The trick is to plan out how you’ll build a fan base, appeal to your audience, get your message across without unleashing a series of ads, let people find and share your content, and remain consistent.

You want to get consumers hooked, telling their friends and coming back for more. That’s where you begin to tap into the key metrics of reach and frequency and where the brand message begins to emerge.

Here are 5-steps to get started:

1. Plan a viral marketing strategy.

Long gone are the days when simply posting a video to YouTube was enough. Your viral marketing strategy should include a combination of paid and earned views.

Paid views are derived from:

• Banner ads
• YouTube promoted videos
• Facebook ads
• In-game views
• Paid blog posts (i.e. sponsored posts) that appear as content rather than ads

Earned views come from:

• Social media sharing across Facebook, YouTube, Twitter, Pinterest, LinkedIn
• Blog and publication outreach
• Fans who voluntarily share the paid views

Each person that shares a paid view brings down the cost of that view by 50%. For example, if you pay for one million views and another million people share organically, you’ve cut your paid cost in half.

So what are the things that will make them do that?

2. Play to your audience.

Don’t try to please everyone, because I guarantee you won’t.

Make sure your online video series taps into the interests and concerns of your consumer base. Television shows are designed to reach specific demographics and are supported by advertising that targets those groups of people.

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Make sure your online video series taps into the interests and concerns of your consumer base. Television shows are designed to reach specific demographics and are supported by advertising that targets those groups of people.

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Photo: Rovio Entertainment, Angry Birds
Photo: Rovio Entertainment, Angry Birds

Listen to audience feedback surrounding each video and ask questions. Use that feedback to better please your audience. Happy audiences (i.e. customers) share and come back for more happiness. Supercool Creative launched a web series for Capcom’s Street Fighter X Tekken and through the process of listening and interacting with the game’s fans, we actually evolved the show over 10 episodes based on what they liked and wanted.

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