Dot.column: What makes a video go viral?

Brian Groce, @BrianGroce, CEO of Watershed Studio
Other than getting the right people to find and share a video, the video needs to give people a good reason to share it. Is it entertaining? Is it funny? Is it shocking? Does it speak to viewers in some other way? If you can answer “yes” to any of those questions, then you’re part of the way there.

Andy Huston, @hust0058, 4sqIndy
It needs to appeal to a broad audience and be fun, interesting, hilarious or shocking. Something un8expected. Don’t expect the video of your boss reading the company’s latest press release to be an overnight YouTube sensation.

Duncan Alney, @firebelly, president of Firebelly Marketing
The content must tap into shared values. When a person experiences something that captivates them — they want to share it with their people. It’s not really possible to predict what will go viral. OK,  kitten and baby videos always seem to have the advantage. Knowing what’s going viral makes you relevant (or not) — there is some social power in it. Prisoners dancing to “Thriller.” Evolution of dance. These are part of our social consciousness. Part ridiculous, part stupid, yet universally appealing. Which is why ad agencies can’t re-create this thinking. It’s us, the people, that make them go viral.

Casey Mullins, @mooshinindy, blogger, www.mooshinindy.com
Having my 6-year-old sneeze on it between  November and March.

Jon Bausman, @JonBausman, director of media and brand development at Ricker Oil
I think of my favorite videos and they fit into two categories: ridiculously hilarious or amazingly talented. People love to laugh. It’s contagious — so if you bite your brother’s finger, visit the dentist and trip out or bleep out a Sesame Street character, you’re set for success. If you’re a group of brothers from the Jonas family or your last name gets confused with an animal who cuts down trees and makes dams, you’re a great example of how stars are born and talent is discovered by your sharing it with people and people sharing it with the world.

Chantelle Flannery, @chantellef, co-author of “Corporate Blogging for Dummies”
A better question is what video content will create the highest level of engagement with your prospects and customers leading to more conversions, a.k.a. sales. Making a cool video that could potentially go viral is only that — cool.