In the eyes of any business or content writer, the epitome of digital marketing is an article that goes viral. But why does a video go viral on social media? Is there a magic formula, or is it sheer coincidence? With India’s digital ecosystem in flux, knowing the science behind viral videos is essential for any brand aspiring to engage with its consumers.
In this article, let’s discuss what makes content shareable — for Indian brands and audiences. We’ll see real-world scenarios, dive into psychological triggers, and provide takeaway information that your brand can use to make videos that get viewed and shared.
How Much Impact Does A Video Have?
The essence of vitality lies in feeling. If it’s a video that provokes a powerful emotional response, more people share it. But emotions don’t all look the same. It has been found that content that arouses high-arousal emotions such as wonder, laughter or rage is far more likely to be shared than content that arouses low-arousals such as grief or satisfaction.
Emotional Triggers and Indian Examples
Slapstick- Indians love a joke, and brands that use jokes do really well. Take, for example, Zomato. Their quirky, meme-esque videos are not only entertaining but completely relatable. In one of their recent ads, they capitalized on everyone’s annoyance at having to wait for food to arrive. The video was short, funny, and extremely shareable because almost everyone has had it.
Inspiring Videos– Another emotion stimulant is awe. Consider YouTube videos that include beautiful images or feats of skill. For example, Tata Tea’s “Jaago Re” campaign was geared towards social upliftment. It was a combination of compelling storytelling and social justice that resonated with millions of people and went viral.
Relevance- Fevicol’s ads are a prime example of how using the common Indian experience can go viral. Their Fevicol ka jod campaign, using very simple and relatable scenarios infused with humor made it easily digestible by Indian audiences.
Shock Value- Videos that take viewers by surprise often get viral quickly. Amul typically goes down this path with its current affairs ads, which respond to the news in a surprising and thoughtful manner. These ads tend to be posted on social media because they are taking advantage of real-time happenings that people are already talking about.
The Psychological Drivers of Sharing
1. Social Currency
It is good that people share something that looks good. The idea of social currency is that the sharing of the content has an impact on the sharing party. In India, a humorous ad or an illuminating video is an indication of intelligence, humor or insight. To cite just one example, posting a Cred ad (often featuring iconic celebrities in unexpected roles) makes someone appear ‘in the know’ about pop culture.
2. Triggers
Some videos get viral because they relate to something that is happening all the time. Swiggy’s “What’s in your Dabba?” campaign is a perfect example. It drew upon the daily rhythm of the office and the lunchboxes, and as such it was inextricably stimulated by everyday events. Every time someone opened their dabba, they heard about Swiggy’s campaign and shared the content.
3. Public Visibility
The public loves to share what people have shared. As long as it’s shared and is popular, it’s a part of the conversation. Byju’s took advantage of this trick during the cricket season, branding their brand to the Indian cricket team. They didn’t merely make their ads ubiquitous but also part of the public conversation, and people found it easier to share them.
4. Practical Value
Anything that’s helpful is shared. Big Bazaar sales videos become a viral phenomenon because they give practical value — who doesn’t like a bargain? If users think they’re sharing something useful, they are likely to recommend it to their network.
The Science Behind Viral Videos – What Truly Makes Content Shareable?
Today, short form content has dominated TikTok (now Instagram Reels in India) and YouTube Shorts. But longform remains a thing, given the right circumstances.
Short-Form Content
Short-form videos are easily divided up, digestible, and ready for instant consumption. Dunzo, for instance, has nailed the short-form video art by producing bite-sized rhyming clips that suit their fast-paced offering. These videos are intended to be shared and viewed easily, especially on WhatsApp and Instagram.
Long-Form Content
Meanwhile, long form works when you’ve got a compelling story. Tanishq’s “Ek Nayi Parampara” campaign, with its brilliantly crafted narrative of progressive Indian weddings proves that if it is worth the time, people will wait a few extra minutes to listen. It was not only this campaign that went viral but it generated dialogue about representation and inclusion in Indian culture.
Timing – The Secret Ingredient
The timing is a key factor in whether or not a video gets viral. Posts that are released around festivals, big events, or hot topics can significantly increase their shareability. Amazon India responded by running Diwali-only ads on family relations and gift giving. These videos were posted right at the perfect time for the holidays and were easy to share.
The Role of Influencers
No conversation about virality would be complete without talking about influencers. In India, influencers such as Bhuvan Bam, Prajakta Koli (MostlySane), and CarryMinati are massively influential. When brands collaborate with these influencers, their content is instantly exposed to the public. Nykaa, for example, has successfully teamed up with beauty influencers to create tutorials and product reviews that are shared amongst their followers.
How Can Your Brand Build Shareable Content?
Making viral content is not a perfect science, but here are some tips that can help you plan your campaign-
- Make It About Emotion- Whether it’s jokes, amazement or surprise, don’t just publish content that doesn’t make you feel good.
- Keep It Inspiring- The more likable your audience can see themselves in your content, the more they’ll share it.
- Make It Useful- People enjoy sharing anything that’s practical and useful, whether it’s a tip, a sale, or a helpful video.
- Be Relevant- Connect your posts with the current season, event, or trends in order to gain maximum exposure.
Example from Reset Media
At Reset Media, we have enabled a few Indian brands to go viral by keeping these ideas at the forefront. We understand the Indian market, and how to create videos that speak to their target audience. Whether it’s a quirky advertising campaign or a stirring story, we fuse creativity with tactics to get your content out there.
Conclusion – Are You Almost Ready To Make Your Viral Video?
No one’s got the perfect recipe for virality, but learning how people create content in an emotional and psychological way is a valuable asset for any brand. Indian viewers are different, but everyone loves things that bring out their feelings — be it happiness, astonishment or even nostalgia.
If you are an online brand and your goal is to generate content that gets shared and seen, it’s time to consider changing your approach. Here at Reset Media, we are a video marketing firm that is dedicated to ensuring that your brands make videos that resonate with your viewers. Want to know more? Contact us to see how we can make your brand go viral.