Maybe it’s because they’re used to fielding questions from awkward journos, but the PR pros sure know how to grill you. In the best possible way of course!

A big thank you to everyone that attended my presentation last week to PRCA members at our hosts Porter Novelli London.  The case studies sparked loads of questions and there was a genuine interest in the exciting possibilities of viral video for PR.

I first talked about the strategy and process behind creating a successful viral video– including understanding your target audience and using research to inform your creative.  It’s not enough to have a cool idea; it needs to produce real world results for the client. A solid viral campaign strategy ensures this isn’t left to chance. I then moved on to discuss some of our recent case studies – the award winning Crashproof and NHS Vampire virals.

The Q&A session that followed inspired me to write about two of the top questions I've been asked by PR professionals:

Can you use the viral approach for anything?

In my experience, I’ve seen the viral approach work for lots of different audiences and brands; from teenagers to 40-something bikers to global corporate workforces. The viral approach is based on the concept of ‘peer to peer’ influence – if a friend, colleague or respected blogger shares a video with you it immediately has credibility.

I think a common perception of viral video is that it’s all about creating millions of hits for big global brands. Of course it can be incredibly effective at reaching a mass audience, but when targeted effectively, it can be just as good at reaching smaller niche audiences. We’ve created films that have spread virally to reach millions all over the world but we have also used it to reach a few hundred employees to help our clients with internal communication.

Think laterally about the audiences your clients want to reach – where they hang out online, what they care about, what they will want to share. Viral video has lots of applications, but it requires careful planning and clever creative in order to achieve results.

What are some of the pitfalls of viral video?

One of the big pitfalls we’ve seen people fall in to with viral video is an over emphasis on ‘hits’. You’ve got 100,000 views, great, but have you increased web traffic? Translated them into service sign ups? Changed attitudes or behaviour? Real. World. Results. It’s what clients want to see and it’s what we should always be aiming for. If your production company doesn’t discuss key performance indicators in your first meeting about viral video – run a mile!

Another common one we’ve seen is simply making a video, posting it on YouTube and forgetting about it. Then wondering why your ‘viral’ video didn’t, well, go viral. A purposeful seeding strategy is absolutely essential to any successful viral campaign. Think carefully about how press coverage, people of influence and social media channels like Facebook and Twitter can help send your video out to the world. Every game of rugby starts with a kick – only then can the ball be passed around.

I am only touching the tip of the iceberg here, there is so much potential with online video and creating content designed to spread virally to targeted audiences. Let me know if you have any questions of your own!