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Viral Video Marketing Case Study

In a futuristic world, "Big Bang Theory" star Mayim Bialik lectures young campers on the peculiar "Homoschlepiens," an isolated group that drank water only out of plastic bottles. Then, Bialik says, "mankind evolved," thanks in part to SodaStream, which takes tap water and sparkles it without polluting bottles.

"Who Are The Homoschlepiens?", running a little over two minutes and following Bialik's case study into the species, is one of this week's top viral videos — coming in third, with over 13 million views. (The video also stars "Game of Thrones" actor Kristian Nairn, who was featured in last week's viral list.)

Samsung, again, had three top-ten videos. Volvo Trucks placed sixth, with "The World's Largest Unboxing." That spot showed a truck-obsessed 3-year-old who gets to "unbox" and ride in the Volvo's VNL semi. It's objectively adorable.

As always, our VVC, compiled by Visible Measures, includes both paid and organic views. Speaking of views, it was a slow week. Samsung's top spot, "Samsung Cares for a Safe India," collected over 19 million views. For comparison, Budweiser's "A Dream Delivered," last week's top spot, had almost 36 million.

The dog days of summer are upon us. Stay hydrated.

Source: Visible Measures

Ad Age's Viral Video Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns. Each campaign is measured by True Reach, an MRC accredited metric that includes views from brand-driven and audience-driven social video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.

Note: This analysis includes all publicly available video views on branded video content. This chart does not include movie trailers, video game campaigns, TV show, or television network promotions. View counts are incremental by week.

**Indicates percent change in views compared with the same period the week before.

To notify Visible Measures of an upcoming social video ad campaign, please contact Visible Measures directly.



1

Samsung Cares for a Safe India

-35.57%

Views this week: 19,689,689

Spot last week: 2

2

Tambour Horizon Connected Watch

NA

Views this week: 18,742,005

Spot last week: NEW

3

Who Are The Homoschlepiens?

NA

Views this week: 13,677,482

Spot last week: NEW

4

Views this week: 11,352,654

Spot last week: NEW

5

Views this week: 11,077,199

Spot last week: Back on Chart

6

The World's Largest Unboxing

NEW

Volvo Trucks

Forsman & Bodenfors

Views this week: 10,002,678

Spot last week: NEW

7

Views this week: 9,297,915

Spot last week: 5

8

Contactless from Barclaycard

NEW

Views this week: 8,014,436

Spot last week: NEW

9

Views this week: 6,869,272

Spot last week: NEW

10

What Does Good Feel Like?

NEW

Views this week: 6,356,047

Spot last week: NEW

Today I’m going to show you how one entrepreneur used viral marketing to generate 17,584 unique visitors to a brand new website.

In one day.

And he accomplished this despite having:

Zero connections.

Zero Twitter followers.

Zero marketing budget.

In this case study I’ll walk you through the exact step-by-step process that he used.

Exclusive Blog Post Bonus: Click here to get access to a free bonus area that will show you how to get create your own viral marketing campaign from scratch.

What Is Viral Marketing?

There’s no one definition of viral marketing that everyone agrees on.

But here’s the one that I think fits best:

“Viral marketing is an approach designed to get others to share your product for you.”

In other words, traditional marketing is where you blast your marketing messages to a group (like with TV commercials).

But viral marketing is where you encourage the “word of mouth” spread of your product or service.

That’s nice in theory. But in the real world most products don’t have a realistic chance of going viral.

And if you’re in that spot, you need to create a piece of viral content instead.

How?

Keep reading.

How The Skyscraper Technique Generates Links, Traffic and Social Shares

Let me break this down for you:

The Skyscraper Technique is about publishing content based on a proven framework.

In other words:

Find old content that did well…and crush it with something even better.

(It doesn’t matter if you want to create a viral video, blog post or a podcast. The principles are the same)

But I’m getting ahead of myself 🙂

For now, here’s an overview of the 3-step process:

1. Find content that’s performed well in your industry

2. Identify gaps in that content…and make something that fills in those gaps (today’s post has A LOT of detail on how to do this)

3. Promote your content like a madman

The best part?

This works even if you’re in a super-competitive industry.

Just ask Chris Gimmer…

How Chris Gimmer Generated 17,584 Visitors (In One Day)

Chris Gimmer is the founder of BootstrapBay, a new marketplace for themes built using the popular web development framework called Bootstrap.

Make no mistake:

The Bootstrap theme niche is REALLY competitive with dozens of entrenched competitors.

We’re talking keywords with search volumes like this:

And this:

It gets worse:

Chris wasn’t some hotshot startup founder with years of experience under his belt.

In fact, Chris recently left his 9-5 gig in the finance world to start BootstrapBay.

But he did have one thing going for him:

Chris realized that his competitors were sleeping on content marketing and SEO.

In Chris’s words:

That’s when he decided to try The Skyscraper Technique

Here’s what happened…

Now, Let’s See The Results…

Before I reveal the step-by-step process Chris used, I want to show you his results.

Because it went viral, Chris’s piece of content has been shared over 240,000 times on social media:

That content also brought in 17,584 visitors in one day (more on that later):

Chris’s Skyscraper content has generated over 204,000 total visitors over the last 4-months.

This is one of the often-overlooked principles of viral marketing:

Huge traffic spikes don’t usually fully die down.

To give you some examples:

Sites like Blendtec, GoPro and Dollar Shave Club all created viral videos that have generated millions of views.

Thanks to their videos going viral, brand awareness and sales shot up like a rocket…

…and never went back to square one.

And it was a similar story with Chris’s campaign.

Before the massive traffic surge, BootstrapBay was averaging around 150 visitors per day.

Now they average over 2000 visits per day.

Here are the traffic numbers from last month:

Bottom line: A single viral marketing campaign can make a huge long-term difference in your site’s traffic.

IF you have a system in place to turn that traffic spike into evergreen traffic.

It can even turn a past spike (something went viral months ago) into more traffic today and the future.

You’re probably wondering:

“OK, so how do I do that?”

It’s a little thing called SEO…

It Gets Better…Here’s How SEO Kept the Party Going

Because Chris’s content generated so much buzz, he inevitability generated backlinks to it.

Here’s a graph of the links pointing to Chris’s Skyscraper Content:

As you can probably guess, these were grade-A contextual backlinks, like this:

And this:

These contextual links bumped up BootstrapBay’s domain authority….

…which boosted the rankings for every page on Chris’s site.

Here’s what I mean:

Not only does the Skyscraper content rank #7 for the keyword, “free stock images” (18,000 monthly searches)…

Thanks to its ramped up domain authority, the BootstrapBay homepage is ranking #9 for “bootstrap themes” (12,100 monthly searches)

(The site also ranks for dozens of long tail keywords, like “best stock photo sites”)

All of these first page rankings led to a 457% organic traffic increase in only 30-days:

Now that you’ve seen Chris’s amazing results first-hand, it’s time to walk you through the 3-step process that he used to spread the word about his new company.

Step#1: Find Content With a Proven Track Record of Success

The secret to publishing content that people want to share is this:

Base your content on something that’s already proven to work.

That may sound intuitive. But I see lots of people publish content that they THINK will do well.

Sometimes it does…

…but more often than not, content that’s not based on a framework proven falls flat.

Fortunately, Chris had already read about the Skyscraper Technique before starting BootstrapBay.

And when he stumbled upon a post on Medium.com called, “Stock photos that don’t suck…”

…he knew he just struck gold.

Despite being a bland list of links to stock photo sites, that Medium.com post racked up an impressive number of social shares.

It also received more than 290 upvotes on Reddit (r/graphic_design):

Chris knew that his target audience of graphic designers, web designers and bloggers hang out on that subreddit.

And they were freaking out about the Medium.com post:

After reading that Medium.com post, Chris thought to himself:

“If that list of links got people that excited, what if I made something way better?”

And that’s exactly what he did…

My 3-Step Workflow for Finding Proven Viral Content Ideas Every Time

You may be thinking: “How can I find content that’s already done well in my niche?”

Here’s the exact 3-step workflow that I use. And it works like a charm.

1. First, I head to BuzzSumo and enter a VERY broad keyword.

Let’s say you had a fitness blog. You’d want to use a general keyword like “weight loss”, “burn fat” or “dieting”.

Then I look for content that’s racked up a lot of social shares.

I add those to my list.

2. Next, I find the words and phrases in the results that people might use in a Google search.

For example, here are some potential keywords in the BuzzSumo list:

Then I mash those words up into Google searches.

I add any promising results from Google onto my list.

3. Finally, I enter a few of my competitor’s homepage URLs into OpenSiteExplorer.

And click on the “top pages” tab (this shows you their most linked-to content):

And I throw those pages onto my list.

Now you have a long list of proven content ideas.

Nice! Give yourself a high-five (and move onto step #2).

Step 2: Improve On The Content That You Find

This is important:

The idea behind the Skyscraper Technique is to make strategic improvements to the content you found in Step #1.

It’s the same approach that pioneers like Steve Jobs, Ray Kroc and Henry Ford used to build their empires:

Take something good…and make it great.

But the question is:

HOW do you make good content great?

Here are the 6 techniques Chris used to dramatically improve the base content he found:

1. He turned the content into a full blog post with an introduction, body and conclusion

The Medium.com article lacked the meat that makes a blog post great.

In fact, it was really just a list of links:

Chris rounded out his content with a strong intro and conclusion that made his blog post feel more like, well, a blog post.

Here’s what he did next:

2. He outlined the different types of licenses (in plain English)

Because Chris works with a lot of graphic designers, he knew that the same question about free images popped up over and over again:

“What do all the different licenses — like creative commons and copyright restriction — actually mean?”

This isn’t trivial stuff. If you’re going to use a free image on your site you’ll want to know what license it falls under.

That’s why Chris added a section that outlined the different licenses in words anyone could understand.

3. He indicated which license each website used

I’m going to tell you a little secret about link building:

Forget link bait.

The fact is, people love to share insanely useful stuff.

Believe it or not, but creating something super-useful isn’t that hard.

You just need to give your content that extra umph that most people are too lazy to add.

Case in point: Chris’s post.

Chris told people the exact license each free stock photo site had:

That way you don’t have to hunt around to find that info.

It only took Chris an hour to figure out which license each site used. And it made his content 10x more useful.

4. He wrote a brief description of each free photo site

Chris added a brief description of each stock photo site, like this:

Obviously, all this meaty content helps with on-page SEO.

But it also saves people precious time.

Chris’s to-the-point descriptions tell you whether or not a stock photo site is right for you QUICKLY.

Don’t want nature photos? Then you should skip SuperfamousStudios.com.

On the hunt for vintage pictures of people doing old-timey things? NewOldStock.com is right up your alley.

This is a super-helpful feature that the Medium.com post didn’t have.

5. He added sample pictures from each resource

A text description is nice and all, but nothing beats seeing the images in action.

That’s why Chris included a sample image from each stock photo site.

Adding images seems like a no-brainer. But a fair share of “here’s a list of free stock photo sites” articles don’t feature images (including the Medium.com post).

6. He curated a better list of resources

Chris realized that bells and whistles — like descriptions and images — weren’t going to put him over the top.

So what did he do?

He put the stock photo sites listed in the Medium.com post to the test.

Then he weeded out any that weren’t up to par.

He also added a bunch that weren’t on the original list…including a few left by people that commented on the post:

The result? 12 Amazing Sites With Breathtaking Free Stock Photos.

At this point, you’re probably wondering:

How long did all these improvements take?

Chris must have handcuffed himself to his laptop and worked non-stop for 87 days.

Actually…it took Chris a grand total of 6-hours to create his epic resource.

Here’s the breakdown of those 6-hours:

  • 1.5 hours to search the web for additional resources
  • 1 hour to determine which license each site falls under
  • 1.5 hour to gather all the pictures
  • 2 hours to write the post and put it all together

So at this point Chris had an epic piece of content live on his site.

But with no following and no connections, how could he possibly go viral?

Well that’s where step #3 of this process comes into play.

Step #3: Promote Your Content

I’ve written about this before:

If you want your content to get results, you can’t rely on the ol’ “Publish and Pray” approach.

The fact is: there are 2 million blogs posts published everyday.

And NO ONE will see your content unless you get off your butt and promote it.

That’s why experts on viral marketing (like Jonah Berger and Karen Nelson-Field) all emphasize the importance of promotion.

So…

How did Chris promote his content?

I’m glad you asked…

First, Chris submitted his post to a place that his target audience hangs out

Web designers make up a huge chunk of Chris’s target audience.

And where do they hang out?

The web design sub-reddit on Reddit. So he decided to share his content there.

As you can see, his Reddit thread quickly racked up 180 upvotes:

Upvotes are great and all…but what about TRAFFIC?

That single Reddit thread drove 2,168 visitors to Chris’s content overnight:

It also generated some early buzz and traffic from social media:

Next, Chris shared a link to his post on StumbleUpon.

This is where his content started to go viral.

AStumbleUpon community went absolutely nuts over Chris’s post.

To date his StumbleUpon post has over 242,000 views and 16,000 likes:

StumbleUpon is largely responsible for the 17k traffic spike I talked about earlier.

And get this:

Even though that spike was over 3-months ago, StumbleUpon STILL sends over 22,000 monthly visitors to BootstrapBay:

I should point out that StumbleUpon traffic isn’t super duper high-quality traffic.

For example, Chris’s StumbleUpon traffic has a bounce rate of 95.61%.

And time on site is what you’d expect from a bowl of goldfish:

So…

What’s the point of all this traffic if no ones buys anything…or even reads the article?

Because a good chunk of those people will share your content on Twitter, Facebook and LinkedIn.

And that spreads the word about you and your company.

(And if they write for a blog, they may link to your article too)

Chris’s StumbleUpon traffic started a wave of social shares and links from platforms that DO convert, like Twitter.

Including two tweets from people with over 100k followers…each.

Finally, Chris submitted his content to a bunch of web designer communities

Chris realized that the web design subreddit was just one of MANY places that his target audience hung out.

So he submitted his content to web design communities, like LayerVault.com (basically GrowthHackers.com for web designers):

That single LayerVault submission has brought in 1,915 visitors:

Not bad for a 11-second submission to one community.

You Can Tap Into Viral Marketing Too…

…but you need to take action on what you’ve just read.

Fortunately, I’ve got just the thing for you.

A Skyscraper Technique bonus area.

In this bonus area you’ll get instant access to 3 awesome resources:

1. 9 “plug and play” strategies that make your content stand out from the competition.

2. A comprehensive checklist that walks you through the critical points from this post.

3. The exact email outreach template I use to give my content that viral “push” that it often needs.

Click the link below and enter your email for instant access:

Now I want to hear what you have to say:

What’s the #1 takeaway point you got from today’s post?

Leave a comment below right now.

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