In one of our previous posts we wrote about different viral video phenomenons and how they monetized. The numbers are pretty impressive. Especially when viral videos are monetized for charity purposes. The ALS gathered more than $100 million , which was much more than they originally planned.
The #icebucketchallenge phenomenon, also called the “Harlem Shake of the summer” created a whole new way of gathering donations for a cause. It’s not just a video with a touching message that users share on social media, you actually make the users contribute to the whole viral experience. But in order to have such a successful campaign, one must observe the ice bucket challenge, and learn from its success.
1. Videos must be short
The most commonly watched videos on Facebook are less than 21 seconds. Don’t engage the audience to shoot short movies with a beginning, culmination and an ending. Keep it short. Straight to the point.
2. Keep it simple
Remember KISS? Keep it simple, stupid. When short, do also simple. Do not engage your audience to do complicated stuff. Do not engage them to do complicated shootings. And do not engage them to do things that are complicated to understand by a wider audience.
3. Involve a challenge
The ice bucket challenge involved the chain letter effect. Not participating in a viral movement when there is a good cause attached to it, makes people feel inconsiderate. Everybody wants to show off when they make a good deed. Challenge your audience, dare them not to participate.
4. Include celebrities in your movement
A number of celebrities participated in the ice bucket challenge. A number of celebrities poured iced water on their heads and sharing this to their audience made the effect viral worldwide in just a couple of days. Charlie Sheen alone has 11 million followers on twitter. Sharing his donation of 10.000 USD to this audience can just make other celebrities feel stupid and unthoughtful if they don’t participate. Celebrities including: Eddie Vedder, Dave Grohl, Sir Patrick Steward, Gwen Stefani, Mark Zuckerberg, Bill Gates, Christiano Ronaldo, and many many more participated in the challenge without giving it a thought for a second. Normally they get paid to mention brand names or participate in a campaign. Not in this case.
5. Sharing is caring
Make your audience share their good deed. Make them show what they did. Make them inspire other people. One good example, the rest will follow. And you will raise funds for your cause in no time.