- by Alena Hitzemann, Associate Web Editor
In Anirban's last post, he commented that "communication is universal and very fast if we use the proper tools." How true. The United Breaks Guitars example clearly shows the power of universal feeling, the way that content can catch fire when it resonates with a wide audience who can relate, understand and empathize.
Another viral video is now demonstrating the same point in a different way. The JK Wedding Entrance video has nothing to do with flying or guitars or bad customer service, but it too has struck a cord with the online population, becoming an overnight hit and landing its stars on the Today Show. Not bad for a home video originally intended for family and friends.
If you haven't seen it yet, check it out- it will bring a huge smile to your face.
This video has received almost 13 million hits on YouTube in a little over a week. This is the kind of viral exposure most social media marketers only dream of. Talk about creating awareness and positive brand equity; J(ill) and K(evin) are suddenly household names and faces that everyone loves. And it isn't just the fluffy stuff. The folks at Google, Amazon and Apple have figured out how to benefit financially from the video's success, making it a case study for YouTube's monetization model. There's even a spoof that's making the rounds (really funny, btw.) This is the whole package of social media success.
So, how do we apply the success of this video to our own social media endeavors? What can we learn from JK and their entourage?
1. Make people smile. Obvious but true. The wedding video takes this to an extreme with its outpouring of joy, but I'd venture to say that people like to smile when they're going about their work day as well. Maybe it means writing a humorous blog post, adding a slide with a funny image or comic to your Powerpoint presentation, or passing along a joke on Twitter. Smiling is good and makes people like you.
2. Be creative. One of the reasons that the video is so successful is that it's unexpected. Instead of a somber old wedding procession, we get wacky dancing. Mixing up traditional norms is rarely a bad thing; even when it doesn't work as expected, it shows that you're willing to branch out and take a risk.
3. Break the stereotype. Brides are expected to be prim and proper. IT employees are seen as techy and boring. Jill shattered any preconceptions by escorting herself down the aisle, pumping her fist and joyfully launching into marriage. Do the same by expanding beyond the restrictions of your role and make your online conversations show who you are as a person.
4. Be relatable. Everyone has been to a wedding. Everyone knows what it feels like to truly have fun with friends. The video touches on events and feelings that everyone can understand, which makes its target audience almost limitless. Creating content and communications that also relate to a wide variety of people will significantly increase the potential to go viral.
5. Practice. While Jill and Kevin claim that their group only had one actual rehearsal, I'm willing to bet that those bridesmaids were practicing their moves in their living rooms long before the big day. Practice really does make perfect, or at least makes you look like you know what you're doing and you're good at doing it. Getting the hang of Twitter, using Facebook for business, blogging, commenting, joining discussions... all of these activities take time, patience and diligence to really understand and do well.
Why do you think the JK Wedding Entrance video took off? What other lessons can we take from its success in the business world?
