Video seeding transforms a great video into a viral hit by combining PR tactics, word-of-mouth outreach, and strategic platform placement. Though viral videos are fickle by nature, some successful viral campaigns have helped businesses gain astounding revenue, as well as widespread recognition (check out our article about the nature of viral videos). Viral videos, which, according to YouTube Celebrity Kevin Nalty, gain “more than 5 million views in a 3-7 day period,” often feature humor or shocking content in a short, easily shareable production. However, it takes much more than a great video alone to attract a global fanbase or to give your production the potential to go viral.
Enter video seeding, a process that combines word-of-mouth, PR techniques, and online sharing to gather an initial fanbase and viewership for a specific video in hopes that it will be shared and eventually go viral. This technique takes the first step into the world of virality, which is public awareness. The videos used for this type of campaign should not just be repurposed from the original series of advertisements; Josh Warner of iMediaConnection urges businesses to “think like an entertainment company and develop different creative altogether.”
So, where should you begin? The first step to take in seeding your video is (obviously) uploading it to a video hosting service, such as YouTube or Vimeo. Be sure to take full advantages of the options these platforms offer by creating a catchy title, adding a description and tags, and making the video available for mobile devices. Doing so will not only generate a link for your viewers and eventual fanbase to share and spread globally, it will bring in extra viewers from the hosting sites who search under your specified parameters.
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