Top Go Viral tips from toast's online content manager

Hello! I am Vicky McNaught-Davis, the online content manager at toast and one of the Go Viral contest judges. Here are my top tips for going viral:

1. Know what a viral is

A film going viral is the dream of many a brand, scriptwriter and production company.  Essentially, it means being watched and promoted through the sheer force of the entertainment value of the video. The first viral video that I remember was Ok Go’s ‘Here It Goes’. It’s a surprising, low-fi video that energised an otherwise fairly average song through a labyrinth of a dance routine. This highlights the need for unexpectedness to ‘go viral’. ‘Here It Goes’ was so weird and entertaining that it evoked a strong reaction in everyone who watched it, so they shared it.

2. Know what type of viral works

Large quantities of viral videos arrive from incidental circumstances, such as Fenton the dog chasing deer across Richmond Park. But those types of virals don’t have a message to convey and arrive through sheer luck. If you want to script a viral, you have to put on a display for the bored at work network to want to share. The Obama girl was an entertaining piece of political campaigning, as are Cassette Boy’s parodies of UK TV. These things were shared because they have a social point that appealed to the middle classes at their desks.

3. Know your audience

These people, myself included, have a short attention span. So, a viral must be succinct and easy to share. A top tip from Marketing Week Live 2012 for me was that cats rule the internet. I found this to be true when I Tweeted the advice and it got re-Tweeted to thousands of others. This is because people across the globe love cats and pictures of cats, but it’s still a personal eccentricity that’s shared by a huge online community.

4. Get inspired

Ad Age recently launched a YouTube monitoring service, which shows you the top viral videos of the day that you visit it on. So, you can see what trends are popular at the moment and the types of videos that are receiving the most shares. That said, originality will make your work a more enduring accomplishment, so don’t be a copycat.

Keep up to date with our video production tips, news and analysis by subscribing to our RSS feed in the top right hand corner, or join us on Twitter and Facebook. Click here for competition tips from producer Jeremy Dunn, click here for tips from script writer Martin Sadofski and click here for tips from viral director Stuart Fryer. Click here to apply.

Top Go Viral tips from director Stuart Fryer

Viral director Stuart Fryer is a valued talent at toast. Notable previous work of his has included the Flomax Pman commercial, the infamous VW Bomber viral and various Oasis videos. Next up on his to do list is directing and judging our Go Viral competition. Below are his musings on the competition. Leave us a comment if you have any questions regarding entries or production tips and we will relay them to our team of experts. Stuart writes:

Those creatives at BBH who get to write ideas for British Airways get it lucky.

When budget is not an issue, then writing the idea:

‘The plane taxis through London hotspots showing the diversity of the great city to then park up at the Olympic Stadium.’

…becomes easy, with a squillion quid at your mercy.

The real challenge is the short film budget idea. Let me explain...

Cast. More than four people gets expensive. Got to clothe them, feed them, etc.

Location. Too many locations or set ups in a shoot day may mean to many creative sacrifices along the way, or simply just not possible.

Outside. Can’t guarantee the weather in this country that is a given, so try not open with ‘A sunny day...’ Don’t make weather an important part of the film.

Don’t set it outside a landmark. ‘We open outside the Olympic Park’. The producer would freak.

Logos and trademarks. Would love to dress a kid up as Darth Vader and make that VW spot but George would not let us.

Special Effects. I love them but the best ones you don’t notice. We can’t have an army of aliens invading even if your best made is an after effects wizard.

Music. I would love to have a Rolling Stones track over the viral but Universal will want us to re-mortgage our house for that.

In 30 seconds with a simple plot and good actors we can do a lot. We can frighten, amuse, move, inform, educate.

Maybe try and infuse some politics into the idea. All good art these days, including the advertising commercial, reflects society. Lets make people think about the world.

We just gotta keep it simple.It is all in the idea. A great idea can be directed by your gran. So, I can't wait to read your ideas. Lets make something that the whole world watches.

Keep up to date with our video production tips, news and analysis by subscribing to our RSS feed in the top right hand corner, or join us on Twitter and Facebook. Click here for competition tips from producer Jeremy Dunn and click here for tips from script writer Martin Sadofski. Click here to apply to toast's Go Viral contest.

toast announces Go Viral script writing competition

toast are excited to announce the unveiling of their Go Viral 30 second script writing competition in association with IdeasTap.

Writers aged between 16 and 30 can send in their script via the IdeasTap application form to be judged by top industry professionals.

Among the judges are notorious viral director Stuart Fryer and Gravity London’s creative director Steve Long.

The winner will have their viral brought to life by toast, with Stuart Fryer and toast’s own producer Jeremy Dunn.

The chosen script will be filmed within the UK using the latest HD cameras, professional cast, crew and editing facilities.

Jeremy said: "The Go Viral script writing competition is all about bringing a young person's script to life, no strings attached.

“As an independent production company toast is all about producing beautiful commercials and corporate films, but we also believe that it's important to help and invest in the next generation of young ideas makers too.

“If we can have some fun along the way making it too, then bonus."

To enter for a chance to win this unique opportunity and for full terms and conditions visit the application form on IdeasTap.

Plus, keep an eye on the toast blog for top script writing tips over the coming weeks.

Email Vicky on vicky@toasttv.co.uk or call 0207 437 0506 for interview requests, quotes and further competition enquiries.

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