Hacking YouTube: Science & Secrets of Viral Videos
The goal of this session is to demystify the “viral video” and demonstrate that there is in fact a science to creating viral hits. In this presentation, I will discuss my experiences producing viral videos that have received over 100 million views. I will share what I have learned about crafting a product message in the form of a viral video and maximizing video views. We'll analyze successful videos ranging from small hits (250k-500k views), medium hits (1M-5M views) and monster hits (10M+ views), breaking them down into the key “viral characteristics” that contributed to each video’s success. I will also discuss strategies for integrating product demos with these viral characteristics, and the trade-offs between including substantial product demos versus simple product placements. Finally, I will demonstrate how entrepreneurs on shoe-string budgets can employ these viral video strategies to gain widespread distribution for their products, by examining the adoption of my own product LaDiDa, which became a Top 10 Music iPhone App and has been used to create more than 20 million songs as a direct result of these viral video marketing techniques.
Prerna Gupta is CEO of Khush, developer of the popular intelligent music apps Songify and LaDiDa. Khush's goal is to make music self-expression as ubiquitous as social expression is today, by using artificial intelligence to lower barriers to music creation. Songify and LaDiDa have been downloaded over 10 million times and have been used by people all over the world to create over 125 million songs. Prerna oversees product strategy, business development and marketing at Khush. In the past year, she has produced numerous viral music videos for LaDiDa, which have been viewed over 100 million times on YouTube. Prerna was voted one of FastCompany's Most Influential Women in Tech 2011, and her writing has been published in the New York Times and TechCrunch. Prerna studied Economics and Computer Science at Stanford University and worked on marketing strategy at Monitor Group and early-stage deal sourcing at Summit Partners before making the move to entrepreneurship. Her favorite instrument is her voice.