Viral Video In Toronto

We receive lots of questions from our Toronto based clients about branded viral video (online videos that are heavily shared and talked about… mostly via social media). We all love watching and sharing viral videos and we all seem to understand the social impact of them. But few seem to really understand the potential business impact of viral video. Other than a purchase, there is no more intimate and influential metric than a social share, and brands who run successful viral video campaigns often earn back five times more from their investment than with any other form of content. Not only that but in some cases, viral video can launch the growth of a new product or service at an exponential rate. That said, creating a successful viral video takes one of the most sophisticated approaches in video production and marketing. The efforts and costs are well worth it if your video …well…goes viral.

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The term “viral video” is so mis-understood that many brands have been derailed trying to achieve success with it. The reason is that the “viral” part of the phrase “Viral Video” cannot be created and can only be earned. Without the right knowledge, budget, campaign tactics, and a qualified production company, creating a successful viral video is a serious long shot. Before planning out a viral video production for your Toronto based company it’s important to know a few key components about this niche. Branded viral videos generally come in two categories depending on company objectives:

1. Modern infomercial
2. Branded entertainment

Modern Informercial

The modern infomercial is used mainly to drive direct response sales. If this is your objective, an infomercial or promotional approach is best. Brands such as Dollar Shave Club, Squatty Potty and FreshPet have attained a lot of success with this approach. Their sales-oriented videos have a very strong call to action and are usually presented in a comedic way. Dollar Shave Club’s viral video almost single-handedly launched the company now valued at $615 million, driving 12,000 sign-ups, and earning $100k in the first 48 hours. Squatty Potty’s video success actually out shined their Shark Tank appearance, earning them $15 million in sales with a 600% jump in online sales, 400% jump in retail sales, and quadrupling the size of the company. And as for FreshPet’s video, it is said that the the overwhelming traffic it received almost crashed their website. Needless to say, they’ve created more viral videos since.

Branded Entertainment

Branded entertainment is used primarily for brand awareness, social shares, and growing your audience. If this is your objective, branded entertainment is your best bet. This form of viral video gives you the opportunity to more narrowly define your brand while tapping into the younger demographic. If tens of thousands of people share your video, your message can become part of culture… which is really one of the ultimate goals for any brand. The Coca Cola Happiness Machine video is a powerful example of Branded Entertainment. In this hidden-camera style video a Coca Cola machine dispenses free Coca Cola bottles… and then balloon animals, then a pizza, and then even a long sandwich to a delighted student dining hall. The Red Bull Kluge video is another great example of branded entertainment. The Red Bull brand is now synonymous with extreme sports in the minds of the public, and extreme sports videos were some of the first to go viral on the Internet. This one has it all and is brilliantly executed.

One important thing to keep in mind is that the fewer resources you are able to put towards your viral video, the less your chances are of breaking through the clutter. Viral video is a highly competitive form of content and opportunities for easy breakthroughs are much less common today than they were five years ago. The rule to follow is to always plan the campaign budget to be three times that of the production. You should always develop a plan for paid advertising, influencers, video SEO and PR once you’ve created your concept.

Also, remember to test your viral video before you launch. This is the only way to know if your video is going to work. Create multiple versions of your viral video as a YouTube Ad and use different titles, thumbnails, and edits that change the shots around. Try using different calls to action as well. This should provide all the data you need for figuring out which version of your video is most engaging. If engagement is low on the most optimized version, then you may need to re-shoot some shots or segments to fix what is lacking. The producers behind some of the top viral videos of all time literally wrote and tested more than 100 title variations of their videos. This pre-launch testing is also a great way to solve any creative arguments within your team as data doesn’t lie!

Viral video production is certainly not the easiest form of content to undertake and it’s results can be mixed at best. Toronto companies should tread carefully when considering this kind of video production. Viral video can be compared to music production. There are lots of musicians putting a lot of hard work into producing their music but very few songs become smash hits. Unfortunately, that is the reality of viral video. That said, if your video does go viral, your Toronto company or brand could be on the fast track to global success and exponential growth.

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What People Are Saying About Us

“Groovy Concepts brought our media vision to reality. They recently created a number of highly engaging informational videos for Chrysalis Energies including six customer testimonial videos, two in-depth research interview videos, and one 18-minute docu-mercial. Groovy Concepts took care of the entire production process from start to finish; from concept development and script writing to production, editing and animation. Their creative direction and hands-on production management made everything run smoothly and efficiently. I would highly recommend Groovy Concepts for all your media production needs.”

Brent Knudsen, Founder, Director of Research & Development
Chrysalis Energies

Testimonials

“Canlan Ice Sports had the pleasure of working with Groovy Concepts in the development of multiple videos to showcase our various product and service offerings. The process from initial development stage through to final production was done in a professional, thorough manner that allowed us to collaborate effectively with this very talented and professional team. The professionalism, attention-to-detail and incorporating our needs and objectives into the final product greatly contributed to best-in-class videos we are proud to showcase to current and new customers. We would not hesitate to work with Groovy Concepts again, should the opportunity arise.”

Paul Dillon, Vice President Sales, Marketing & Service

Canlan Ice Sports

“Groovy Concepts made my vision a reality. Their talented team translated my requirements for both video and motion graphics products into pieces I’m proud to share. From conception to video shoots to expertly edited final products, the process was inspiring and fun. I wouldn’t hesitate to use Groovy Concepts again and again!”

Sarah Watts-Rynard, Executive Director

Canadian Apprenticeship Forum

“Whenever I work with Groovy Concepts, I’m always impressed with how committed they are to delivering a quality product and hitting our deadlines. Groovy Concepts works tirelessly to ensure the creative process is as simple and straightforward as possible, but at the same time capturing your vision. They do a tremendous job of bringing your ideas to life and ensuring you walk away with a final product you are confident in.”

Hailey Clark, Director

ASHL / ASHN

“GPS Consulting Group decided that we wanted to update our website to have a more current and upgraded look. After an extensive search for a partner that not only could recognize our vision but help us with crystalizing that vision, we found Groovy Concepts. Next was implementation. John and Mike helped my partner and I create a video that has garnered us a number of compliments. They helped us feel at ease in front of the camera and were instrumental in helping us deliver our message in a clear concise manner. Next was website development. Not only was the creative beyond our expectations, John and Mike had the painstaking task of making sure that we fulfilled our part of the process. Where they needed our input they made it as easy as possible for us to provide it. We were so impressed we transferred our website hosting to them so we can work together moving forward. We still have more to do and we will not be hesitating to continue our partnership.”

Bruce Tomkins, Partner

GPS Consulting Group

“It was a pleasure to work with the Groovy Concepts team. We particularly enjoyed their professionalism and how quickly they can turn our idea into an actual product with high impact. Starting with a concept and high level guidelines, Groovy Concepts was able to help us capture the essence of our message and create a quality product on budget and on time. Their attention to customer services is unparalleled!“

Jean-Pierre Giroux, Director

Human Capital Development Excellence In Manufacturing Consortium (EMC) Canadian Manufacturing Network (CMN)

“Since adding web videos produced by Groovy Concepts, both our membership numbers and event participation have been positively impacted. Groovy Concepts has become a trusted partner in the growth of The RTSO! Great job, thanks!”

Stephen Laramee, Business Manager

The Respiratory Therapy Society of Ontario

“The guys at Groovy Concepts were absolutely phenomenal! I couldn’t have hired a better company to shoot the video for my seminar. All the videos came out incredible and I’m glad I chose them! I would recommend Groovy Concepts to anyone!“

Marcello Arrambide, CEO & Founder

The Day Trading Academy

“I came to Groovy Concepts with a vague and messy video editing job. I work with First Nations and had about 20 hours of interviews with Elders and 8 hours of a taped round table conference. At Groovy Concepts they were patient, creative and technically astute guiding me through the process of making a 26 minute documentary. The final product was enormously well received by the First Nation Community and many colleagues. The experience of making this video with Groovy Concepts was a delightful voyage. Thank you all!”

Christine Dernoi & Associates Inc.

Aboriginal Rights and Research Consultant

“We have utilized Groovy Concepts for several promotional videos. Most recently we leveraged their creativity to develop a training video for risk management at our company, Canlan Ice Sports Corp. One of the main reasons for choosing Groovy is that they are a one-stop-shop. From start to finish they make the process easy and the end result is always an outstanding product. I highly recommend their services. If you’re a busy professional who doesn’t have the time to write your scripts and layout a promotional video, use them. They will help you every step of the way. Check our promotional videos on Youtube under Canlan Ice Sports to see for yourself or ask to see the Risk Management training video if you’re looking for training tutorials.”

Sarah Leckie, Director, Programs & New Product Development

Canlan Ice Sports

“Groovy Concepts edited over 30 videos for TFI, managing all aspects of the editing to our complete satisfaction. They were so good that I gave them complete liberty to make the edits with little input from me as they knew exactly what I wanted. I am supremely satisfied and have recommended them to many other people, whom I am pleased to say are experiencing the same great results. Groovy is easy to work with, responsive and does a great job!”

Alex Pettes

President, TFI Food Equipment Solutions

“Groovy Concepts has been providing post production services to Alamos Gold for our internal CEO Town Hall videos. We’ve been very happy with the quality, turnaround time, and the customer service we’ve received from Groovy Concepts. A pleasure to work with this company!“

Lauren McCarthy, Human Resources Coordinator

Alamos Gold Inc.

“Groovy Concepts Inc. gives me peace of mind. Trust, expertise, and vision personified. With sincere gratitude.”

Derek Tweedy, CEO

Spaceport Chapter Inc.

“Samaritan’s Purse Canada had the chance to work with Groovy Concepts on subtitling videos in Mandarin and Korean for our Operation Christmas Child campaign. They did an awesome job, were easy to work with and the process was smooth and quick. They went above and beyond by completing the work even earlier then our deadline and for that we were very grateful. I would recommend Groovy Concepts to anyone needing video production work done in any capacity!”

Justin, Samaritan’s Purse Canada – Video Productions Department
“I wanted to create a friendly “about-me” video to introduce myself on my website. Groovy Concepts was great to work with from start to finish. They were professional, on budget, easy to work with and took the time to understand my business. I would highly recommend Groovy Concepts and I will definitely engage them for future projects.”

Beth Montgomery, Founder

Soul Nurturer

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