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The Making of a Viral Video: A Case Study in Video Marketing

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video marketing case studies
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The Making of a Viral Video: A Case Study in Video Marketing

In today’s digital age, video marketing has become a vital tool for businesses to reach their target audience. With social media platforms like YouTube, Facebook, and Instagram, video marketing has become a more accessible and cost-effective method of advertising for companies of all sizes. However, creating a video that goes viral is not an easy feat. In this article, we’ll examine the making of a viral video and the strategies used to turn a simple concept into a marketing phenomenon.

The Concept

First and foremost, the concept is critical when it comes to producing a viral video. Think about successful viral videos, and you’ll realize that they all have one thing in common – they are relatable. The video’s concept should evoke strong emotional responses like laughter, shock, inspiration, or warmth from viewers. Many successful viral videos used humor as a way to engage their audience, while others touched on societal issues, and others offered something entertaining and informative.

The video chosen should be relevant to your target audience and your brand. It should also do the job of spreading blog articles or other relevant digital assets via social sharing. For example, if your brand offers social media management services, you can make a video that depicts a social media mishap and demonstrate how to avoid such mistakes. The trick is to make sure that the content is engaging and relatable.

The Script & Storyboard

The next step is to develop a compelling script that will give meaning to the concept. The script should be simple, engaging, and relevant to your target audience. It is important to ensure that the message aligns with your brand’s mission and vision.

When creating the storyboard, you should map out the shots and scenes that bring the script to life. Mapping out the storyboard will help visualize the final product and how each shot will flow together. It is crucial to have a clear vision of what each shot will encompass before filming, so there is less waste of time and less unnecessary expenses and reshoots.

Pre-Production & Filming

Pre-production sets the stage for filming by ensuring that everything is set up and ready to go when the cameras start rolling. This stage involves hiring actors, booking a location for filming, renting equipment, and other necessary logistics.

When filming, it is essential to capture high-quality footage with clear audio. This may require professional equipment and the support of an experienced team. The video’s style and quality should align with your brand’s image and message, ensuring that it looks professional and engaging.

Post-Production & Promotion

After filming, the post-production phase begins. It involves editing the footage, adding music and sound effects, and ensuring that the video flows smoothly. Post-production takes time, so it is important to plan accordingly.

Finally, promotion is where marketing magic happens. You’ve created a great video, and now it’s time to get it seen. Promote the video through social media channels, blogs, and other online platforms. Encourage shares and likes to increase the video’s reach. The ultimate goal is not just to make the video viral but to take the viewer through the funnel and capture them as a lead.


Q1: Can any business make a viral video?
A1: Yes. Any business can make a viral video as long as the video has a strong concept, a relatable message, and high-quality visuals.

Q2: Can a viral video hurt my brand’s image?
A2: If not carefully planned, a viral video can damage a brand’s reputation. It is essential to choose a concept that aligns with your brand and message.

Q3: Is it possible to predict a video’s virality?
A3: No. Unfortunately, there is no guaranteed formula for making a video go viral. But having a clear and engaging concept with a strong message is a good start.

Q4: How long should a viral video be?
A4: There is no fixed duration that a viral video should be. However, videos that are between one to three minutes tend to do well.

Q5: Can viral videos generate leads?
A5: Yes. The goal of creating a viral video is to reach your target audience and encourage them to engage with your brand. CTA’s can lead them to convert as leads.


Creating a viral video is not an easy task. It requires a well-planned strategy that involves a strong concept, a compelling script, high-quality visuals, and effective promotion. By following these guidelines and creating a video that resonates with your target audience, businesses can benefit from the increased visibility and exposure that a viral video provides. Once made, it can generate leads by offering valuable content to your customers.

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