Clients like the idea that a video promoting their company will ‘go viral’ and be seen by hundreds and thousands of people, but they don’t realize that there is no recipe for creating a viral video. If there was, everyone would be pouring resources into having these wildly successful videos produced.

When you explain to them the funny (and sometimes slightly risky) idea you’ve had for the video, along with the fact that there will also be virtually no mention of their company with the logo only appearing at the end, the response is usually something along the lines of “But it doesn’t tell people much about our company, how will we make money?”

So many attempts at creating ‘viral videos’ fail, and usually for the same reasons. Here’s what I believe to be the key to creating a successful video.

But what type of video sells more products and services? 

There are loads of marketing video styles that will help consumers connect with your brand and influence them to buy. But for straight up sales, product videos are the most effective.

Product videos are designed to sell a particular item or element of your services. Here are a few tips to make those videos more successful.

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It Should Portray Your Brand’s Image, Without Being Overly Promotional

If a video is successful, it is likely to be the first time many viewers hear about your company, especially if you are a start-up business. It’s for this reason that your video needs to ooze your brand’s personality without giving the ‘hard sell’.

You Must Have A Marketing Plan

Yes, companies have seen their videos ‘go viral’ through nothing more than a great deal of luck, but you can’t afford to take this risk. It’s also usually a lot harder for a video to spread if it’s been produced or endorsed by a company, as opposed to something uploaded purely for entertainment purposes such as the well-known viral hits Hamster on a Piano or Keyboard Cat (two of my favourites).

As I previously mentioned, there are also a lot of companies commissioning videos these days without the understanding that not all of them are going to be successful. Sure, your video needs to be great, but you also need to have a great marketing plan.