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Mythbusting: Engineering a Viral Video

No matter how you do the math, there’s no ROI on a video that doesn’t get any views. So you just have to make your video go ‘viral’, right? But counting on a video to go viral effortlessly is not so different from planning your income from the returns of lottery scratch tickets. Virality on YouTube is often misunderstood and myths abound. When a video is engineered properly, it will drive views, amplify content sharing, and turn on widespread community interaction.
In this nuts-and-bolts session the author of Video Marketing for Dummies, the agency behind viral successes like Dollar Shave Club and a CEO at one of the world’s largest banks offer a look behind the scenes of recent video hits. Two short presentations plus a discussion cover the manageable variables of the viral video equation – and the unmanageable ones. The variables discussed include content planning, metadata, seeding, humor, production, community, social, analytics and YouTube management.

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Rob Ciampa, VP Sales & Marketing, Pixability


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