Before any thoughts about creating big social moments can happen, we need to address the question, "What is our message?" Nailing down your brand's message first is paramount to staying true to that message in front of millions of people.
Discover the Tension
Videos that are shareable also play off cultural tensions. Consider a dog on a skateboard, there's emotional friction there: cute meets funny. Or how about treadmill dancing? Drudgery meets spontaneity. What cultural tensions can your brand play with?
Producing a shareable video should be too big to fail. The day's of "Charlie Bit My Finger" are gone. What works today are things that resonate with as many individuals as possible. Go big, or leave your brand at home.
Balance Paid and Earned Media
Yes, paid and earned media can live harmoniously together. With some careful crafting, paid media can feed your earned media, and dollars will beget shares. Find the sweet spot and watch the views roll in.
Use Your Distribution
Strong distribution channels should already be in place. By integrating influencers, reaching out to press, and determining your digital spaces, your video should be set to go from 0-301+ in a matter of minutes.