Remember the Old Spice Guy?

Of course you do. Who could forget a well-groomed, confident man riding backwards on a horse? The funny thing about the Old Spice Guy, also known as “the man your man could smell like,” is that he was played by two different actors in a single ad campaign.

The original Old Spice Guy was Isaiah Mustafa, who played the character in the first ad. Mustafa’s version of the Old Spice Guy was so popular that the ad went viral, and Mustafa became the face of the brand for several years. But in 2016, Old Spice decided to rebrand by releasing a new ad featuring a new Old Spice Guy, played by Terry Crews.

The new ad was funny, but it didn’t go viral. It didn’t even come close to the popularity of the original ad, despite the fact that both ads had the same director, Craig Allen, and the same writer, Eric Kallman.

So what was it about the original Old Spice Guy that made it so popular? And more importantly, can we replicate the success of the original Old Spice Guy to make our own videos go viral?

To answer these questions, we analyzed 100 of the top videos on YouTube and Vimeo and spoke with video experts who have created viral videos for big brands. We found that there are nine key ingredients that make videos go viral.

1. How-to educational content

How-to videos are some of the most popular on YouTube. Why? Because they provide a lot of value to the viewer.

In this case, the how-to video is a cooking video, but it could just as easily be a how-to video on how to use a new software or how to do an SEO audit.

How-to videos can be used in any industry and are a great way to attract new people to your brand. Just make sure your video is engaging and provides value to the viewer.

Educational content is one of the most popular types of video content. From how-to tutorials to explainer videos, people love learning from video content.

In fact, according to content marketing statistics, 7 out of 10 people would rather learn about a new product or service through video than reading a blog post.

If you have expertise in a particular subject, educational content is a great way to share your knowledge and build trust with your audience. Plus, it’s more likely to be shared and go viral.

In this example, the video is a how-to tutorial on how to create a specific type of graphic. The video is short and to the point, and it provides a lot of value to the viewer.

2. Emotional connections

In order for a video to go viral, it needs to connect with its viewers on an emotional level. That means it needs to make them feel something.

There are a lot of different emotions that can drive people to share video content, but the most common ones are happiness, awe, and amusement. Videos that connect with viewers on an emotional level are more likely to be shared, which can help them go viral.

3. A surprise or something unexpected

In the beginning of the video, you have no idea what the guy is about to do. You’re probably thinking it’s going to be a jump, but you’re not sure.

Then, you find out he’s going to jump out of a plane.

The surprise in this video is the reveal of what the guy is going to do. The surprise is a big part of what makes this video so compelling.

4. Celebrity appearances or endorsements

In the same vein, celebrity appearances or endorsements can also elevate your video content, giving you access to a much larger audience.

A celebrity endorsement doesn’t have to be a formal contract, but it can be as simple as a shoutout or quote from a famous person in your industry. This is a great way to leverage their notoriety to boost your brand’s reputation.

Similarly, if you can get a celebrity to appear in your video, do it! Even a brief appearance can add a lot of credibility to your brand and your content.

5. Humor

It’s no secret that people love to laugh.

If your video can make someone chuckle, it’s much more likely to be shared.

Just like with heartwarming content, humor is a great way to get your audience to feel good and associate those feelings with your brand.

The key to using humor in your videos is to make sure it’s appropriate and doesn’t overshadow your message.

If you’re not a comedian by nature, you can still use humor in your marketing. Just make sure it’s lighthearted and doesn’t rely on sarcasm or irony.

If you’re not sure how to use humor effectively, consider hiring a professional to help you write your script.

6. A strong story

Every great video has a story, and your video marketing content is no exception. A strong story keeps the viewer engaged and leads them to a conclusion.

There are many different ways to tell a story in a video. You could use a traditional narrative with a beginning, middle, and end, or you could use a more abstract structure that takes the viewer on a journey without a clear resolution.

No matter what type of story you tell, the most important thing is to keep the viewer engaged. If your video is boring or predictable, it won’t get shared.

7. A sense of urgency

When you watch a video, you don’t want to feel like you’re wasting your time. That’s why it’s important to give people a reason to watch your video right now.

You can do this by creating a sense of urgency. For example, you might have a limited-time offer in your video or you might be covering a topic that’s currently trending.

When you create a sense of urgency in your videos, you give people a reason to watch right now. And that can help you get more views and more shares.

8. A great title

The title of your video is the first thing people will see when they come across your video on YouTube or another platform.

It’s important to make sure your title is compelling. You want to grab people’s attention and make them want to click on your video.

A great title can help you get more views, and it can also help your video rank better in YouTube search results.

When you’re coming up with a title for your video, think about what keywords people might use to search for your video topic. Try to include those keywords in your title.

You should also try to keep your title short and sweet. Most people won’t read a long title, and they may not be able to see the whole title if they’re viewing your video on a mobile device or a small screen.

9. A strong call to action

Finally, every video should end with a strong call to action. This is your opportunity to tell viewers what you want them to do next.

For example, you might encourage them to like and share the video or to subscribe to your YouTube channel or send it in email (making it an indirect method for verifying email addresses). You could direct them to your website, a specific product page, or a special offer.

Whatever you choose, just be sure to keep it simple and focused. You don’t want to confuse viewers or dilute the power of your call to action by giving them too many choices.

Conclusion

All of these ingredients are tried-and-true ways to make your videos more shareable and give them the boost they need to go viral. By using them, you can increase your chances of creating a video that’s viewed and loved by many.