Isn't almost every brand/product/service or for that matter almost every human being too, looking to go viral? I think they are. The idea of going viral is just too alluring and rightly so, it does give a sudden spike to the follower-ship. But, how to make such content? Is there a process to it? There definitely is and this episode is all about discussing the science behind creating viral content one after the other. Don't miss it if you also wish to go viral.
Aashish Chopra is an award winning Viral Content Marketer. His videos and content has received millions of views within minutes of releasing the videos and he has been doing it consistently for years now. He is worth all the time, don't miss it!
Kuch esa banao yaar ki viral ho jaaye. Next post viral karna hain. I don't have a budget to get a celebrity on board. But you know, for going viral you don't need that these days. How many people generally share your posts? Is your content share worthy? Content marketing seekhna padega yaar. Now, these are conversations that I regularly have with people regarding my podcasts, every brand and whatsoever category, they might be from selling toilet papers to probably airplanes, seasons to go viral these days, because that's the game right? But it's not easy. And given the noise in the market, it's a gigantic task. We have Ashish Chopra with us, the famous award winning viral video marketer to discuss the A to Z of fast, cheap and viral content, which is also his top the charts best selling book.
Namaste I am shubham Agarwal, and you're listening to SOS secrets of storytellers, a podcast where I interview authors and writers from the world of business, literature and many more. Don't miss out the last section where we get to know secrets from the storyteller themselves. Hi, Ashish, welcome to secrets as storytellers How are you?.
Thank you. Thank you so much. Pleasure to have you. So Ashish, I want to clarify some doubts. First. You know, we know that you've been a big proponent of shareworthy videos to make them go viral. But we see negative content or you know, contrary tree stuff getting well quickly, while genuine content takes a lot of time or probably doesn't go viral as much. Is there a truth to this? Do you agree with this?
I love how you say hope is not a strategy. Lovely
It cannot be that gives a lot of hope. Right. And you know, like you said that guy who jumped from the parachute while paragliding or whatever, and he was in fact featured in roadies this season you know, yeah. And just because of that one video. Now, does that mean anything in this world under the sun? has the potential to go viral? Or does it apply to a specific few things?
Attention span, like, you know, it's all user behaviour? If you look around, right, but how exactly are we as users consuming content? Right, we are bombarded with so much stuff, so much information all the time. Yeah, right. I should take trips in the metro to see how people are consuming content. And you know, Metro, mei aadha ghanta sabhke paas free hain, everybody has a phone out, and they're watching videos, or playing games. And I used to sneak up behind people to see how exactly are they, you know, like, how are they consuming the content, right? marketing their creativity content. And that's when I realized as I snapped behind this uncle ji, I will not tell you what he was looking at. And then I realized that, you know, there could be a two crore celebrity video or a video made in 10,000 5000 rupees, both of them go up with a swipe of the thumb. It's all every everyone is competing for the come from swiping up, you know, I went to Facebook's office last to last year and the MD of Facebook at that time said the biggest challenge for Facebook is harnessing human attention. I'm like, that's exactly what I've been thinking about. And obsessing about, because because jab tak aapke paas meaningful attention nahi hain, how can you deliver in any any conversation, any communication, right? And the attention span has been dropping again and again, because we are bombarded all the time. The user for example, it could be nine seconds, eight seconds, are number mei kuch nahi rakha hain, the thing is, if within the first three to six seconds, your content could be anything it could be a blog post was you know with a headline or a video, or a you know, a photo or a meme. If in first three to six seconds, we are not able to meaningfully engage with them. Yeah, right. It's like if we can't hold their hand and take them on a journey. Yeah, stop them in their newsfeeds in their chaos, then the person is gone forever. Right. So attention span to me is three to six seconds, teen se che (3 to 6) seconds are the most crucial for any content.
And is it the first three to six seconds? Or is it every six seconds?
I get it, ya.
So Ashish, like you said, you know, the first time you went viral, or every time you go viral, you look back, you take a step back, and you look at why did it happen? So what is the science behind it?
So I am curious about that process now, which gives some hope to every marketer that Yes, I can. If I do this, this is this
Yeah. Very interestingly, Ashish. And I don't know how this happens. I'm now this has happened too many times. So we have released 23 episodes, on the podcast. And every one of my episodes, every one of my episode, it's all dedicated to others, every one of them has said, we could never find content, we could never find, you know, the wisdom or we could never find things which were in Indian context. And you're very right. I've gone through an MBA and right I know, we study all those Western philosophies, Western structures, for everything in India, and it doesn't work that way. Right. So great that you know, once again, that you know, you could share the Indianness.
Right. So, Ashish, what is the biggest mistake? You've seen brands, or content marketers make these days?
You know, biggest mistake, which, like, mistake model, which from my perspective, yeah, nobody to say who's making mistake and who's doing it, right. But it's a pet peeve of mine, when they keep creating ads and masquerading that as content. ad is not content. Okay? Because, you know, they keep tooting their own horn. Right? Because there is so much ad blindness, there was so much ad fatigue. Yeah, yeah. Hey, this overt mistrust around are built over, like decades, right? Yeah. So, you know, like, a lot of brands, marketeers keep doing keep, you know, thinking this whole thing from an ad perspective. Also, great ideas, great content, you know, it's born when you give a shit about your users and not just please your boss, right? People keep working to please the bottom not please. The user user is the one who's paying your salary eventually. Correct. If you just stopped using your product and services, you're fired. Yeah. Because there is no money left. So user focus is very important, but because the way we you know, the whole industry of marketers brands are TV ads, and they have their crazy agency the crazy they get orgasms about having the right one on TV and TV they call Arabic. Correct. In India, people spend eight hours a week right on their mobile devices for hours on TV. Two hours on print up, do the map right at the experiment condiment doting online experiment. And when you can validate that you can run TV ads from the validate ideas Great, absolutely, yeah. But again up PV turnover is a big brand, top solve a kidney experiment COVID. Right. I'm going to start off. Why do you think startups can come compete with big brands today? Because startup is not the size of the company. Correct. Sets mindset. Yeah, it's not over funding. It's the attitude, hum art logo TMF still will compete with you and will beat you at your game. And that can only happen when your storytelling is kick ass when you know you obsess your obsessiveness, about user experience focusing on the user. And vice versa. You know, everything is made in the interest of the users aka product isn't the interest of the user, the content isn't the interest. We're not tooting our horn. Correct. And this duty of the hand is something which, you know, this is more of all the time. Like, I get mail from a bank at three o'clock. Key. Which of the services do you like the most? I mean, my weight currently has a bank. Debit Card.
Yeah, right. Make sense? It's crazy. So our video is going to stay here for some time, or do you by any chance see a new trend emerging as well? Are we going away from it?
Yeah. The mass customization.
Right. Great. Wonderful. So actually, this brings us to the last section of the podcast. Yep. Now this is something which is common across all the episodes. Since we call the show secrets of storytellers. I want to ask you one secret about the book, or about yourself valuable writing the book, which you've probably not share it until this day.
Thanks a lot, Ashish, for this discussion. I hope you enjoyed it. We loved it. And I'm sure everyone who's gonna listen is gonna love it because there's so much viral content in this. But thank you so much. I had a great time. And thank you so much. Thank you. Pleasure. And thank you to all the listeners. This is shivan signing off until the next secret and the next storyteller. Bye bye.
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