Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more
What makes a video viral? [TED Talk] Blog Feature

Megan Lang

Video Editor, 5+ Years of Video Production & Editing

October 17th, 2020 min read

We’ve all had that morning where we wake up to multiple messages from friends sharing a video with us. Usually humorous, but sometimes moving and emotional, these videos seem to pop up out of nowhere to gain millions of views almost overnight.

For marketers, the dream is getting their content seen by tons of people. Videos can get that kind of attention in a way no other medium can.

So how does "going viral" work? Kevin Allocca, Head of Culture and Trends at YouTube, explains his opinion in this TED Talk.

What is a viral video?

According to Wikipedia, a viral video is a one "that becomes popular through Internet sharing, typically through video sharing websites such as YouTube as well as social media and email.” 

Here are some examples that you might recognize:

Nyan Cat:

Or Double Rainbow:

But what makes these videos go viral out of the 400 hours of video uploaded to YouTube any given minute?

Components of a viral video

According to Allocca, there are three components:

Tastemakers 

Often, these videos are shared by someone influential with a large following. This gives the video its initial mainstream exposure.

This would be someone like Jimmy Kimmel sharing a video, or another celebrity tweeting a link.

These are largely where the spikes come from.

spike in graphSimilarly for marketers, if you get your video picked up and shared on LinkedIn or another more business-related social media platform, it will help your video’s potential. Or, you could look at your industry’s micro-infuencers.

While marketers may not be looking to create the next Double Rainbow video, you want your campaigns to be successful. Having the equivalent of the Jimmy Kimmel in your field tweet out your video would be monumental to your numbers. 

Tastemakers and their platforms create a lot of opportunities to boost the signal of any piece of content.

Participation

People react to the video, parody it, and engage with it.

For Rebecca Black’s Friday video, parodies quickly emerged, building the momentum and cultural relevance of the original video.

friday parodies

It’s not enough for people just to watch a video anymore — they want to be inspired by it. Take for example, the Nyan Cat, mentioned earlier. People didn’t just share that video, they made their own.

nyan cat parodynyan cat japan

While people may not be making parodies or reaction videos to your marketing content, you still want an engaged audience. Whether it’s discussions, retweets, or reaching out to you directly, engagement gives you the opportunity to educate your audience about your brand.

Unexpectedness

Allocca says that his friend wanted him to watch a video about a guy protesting bicycle fines, which he didn’t really care about — until he watched it. I wasn’t interested either, until he shared the video. The video starts at 5:46 in his talk.

Casey Neistat is riding his bike, explaining how he got a ticket for not using the obstructed bike lane, when he unexpectedly crashes into something in the bike lane.

bicycle

Unexpectedness makes something you might not care about interesting and memorable. You would expect him to ride easily through the lane, but instead, he demonstrates why he was unable to, in a cartoonish way.

You will most likely not have any slapstick comedy in your videos, but the principle still holds up. You can create something with a new perspective that might break the mold. 

Everyone else might have just walked along the bike lane and seriously pointed out the issues. Instead, Neistat decided to do the unexpected, and got attention for it.

Sometimes it pays to do things in a new and different way. 

Takeaways for marketers

Video is an essential part of marketing. While your goal may not be to go viral, you certainly want to see good numbers on your investment in this digital medium. 

We all want our content to be shared, to be engaged with, and to be new and original in a way that people respond to. The best videos contain those properties and can be hugely effective (without being shared by Jimmy Kimmel).

The internet is limitless. No Hollywood studio needs to green light your ideas. You have the power to make an engaging video at any time, with any idea. Then, it’s up to the internet community to decide its fate.

The internet is a weird and wonderful place. You have the opportunity to create something that will be seen by millions. Start brainstorming!

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free Take a peak
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up - Background - Mobile - 2x
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE