What is a Viral Video? “Viral” used to be defined as a video that has been viewed over a million times. Now, this would simply be called a “popular” video. Kevin Nalt’s definition is often quoted: “A video, I submit, is ‘viral’ if it gets more than 5 million views in a 3-7 day period.” For a book trailer, most of us would be ecstatic with 50,000 views. For a video to go viral, it must have broad appeal. If, say, a video appeals only to woman, then half of the potential audience is gone. Say you are creating a book trailer on a 17th-century historical fiction novel and it gets 50,000 views. Was it viral? No, but as the audience for 17th-century England historical novels is narrow, it was successful. Viral does not equate to expensive or cheap. There are examples at both ends of the cost scale. It does equate to original.
Goal of the Video
In a book trailer, the primary goal is to get the viewer to purchase the book or go to the website for more information. This cannot be the primary goal of a viral trailer. Its goal is to get viewers to share and discuss the video on social media. The book trailer strategies in this book are for an effective book trailer. These have to be turned on their head to create a viral trailer.
|Book Trailer||Visit the website|
|Viral Video||Share the video on social media|
|Viral Book Trailer||Share the video then visit the website|