What makes a corporate video go viral? Truth is, no-one really knows. There’s no magic formula, no tried and tested route to success. That might sound like a downer, but think of it this way: it opens up the field to one and all, adding spice and excitement to the whole enterprise. And even though there is no guaranteed method of making your video fly, it’s worth taking a look at the ones that have gone viral for ideas and inspiration.

So, if you are looking to turbo-boost your own promotional video, here are a few pointers for you to consider.

Start With a Solid Foundation.

The corporate videos that make it big have very firm roots – they are carefully designed to give a clear message to their customers and promote their brand. Your video is going out there to pitch your business to the world, to draw in your core customers and attract new ones. At the planning stage, consider how your video will appeal to your target audience. Focus on the core values of your business as a kick-off point: How will you creatively communicate these to your audience through your video? By pinning down the message you want to convey, you will create a video with integrity that resonates with your target audience.

A great example is the Dove brand Real Beauty Sketches video. In keeping with the Dove mission, this three minute video gives a powerful insight into the concept of beauty and encourages women to develop confidence in the way they look. The resulting video is strongly engaging and leaves a lasting impression.

Think of the Bigger Picture

If you are serious about making a video you hope will go viral, it’s best to integrate it into an overall marketing strategy rather than treat it as a one-off vanity project. Ask yourself what you want to accomplish. For example, if your goal is to attract customers and boost business, you need to build in a clear take-away message. A viral video that leaves people with no clue about who you are or where to find you is a hugely wasted opportunity. Make sure you design in these details at the planning stage, and brace yourself for the rush of customers if your video makes it big.

Plan the Plot-line

Many of the most successful videos have an overarching narrative to draw in the viewer and keep them watching to the end. Nothing illustrates this better than the Volvo Trucks video featuring Jean-Claude Van Damme performing The Epic Split Feat. Crafted to perfection? You bet!

and finally…

Keep it Short

This is where the art of skilful editing comes into its own. After making that all-important first click, most people will check the running time of a video before committing to watching the whole thing. Short videos stand more chance of going viral, so shave off as much as possible while keeping the overall structure intact. Hats off to Google for their super short Chrome: For Everyone series.