E544: One of the most basic lessons in content marketing that constantly goes overlooked.
And a lesson that, in far less time than it takes me to make a normal daily mobile video, got me something with 5+ million views and growing.
Super powerful.
Super easy.
Frequently ignored.
00:00 Introduction 00:23 The Viral Facebook Reel 01:24 Creating the Viral Video 03:53 Repurposing Content for Multiple Platforms 05:46 The Lesson 06:50 Viral Video Showcase
The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/
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There are some concepts in digital marketing that are so basic, but so powerful, but still so basic that despite how important they are, we always overlook them. And I am not any different. I overlook these basic principles very often. But when I appreciate them, when I stop and I appreciate them, it can make a difference. I think the video that I'm going to share with you on this episode of the show, it is my, I think it might be my most popular Facebook reel. And if it's not my most popular Facebook reel, it might be heading there. Because in the last two days, I released it less than 48 hours ago. In the last two days, it's gotten 3.2 million views on Facebook reels, 1.9 million views on TikTok. I think it's going to go viral on YouTube shorts. YouTube shorts takes, for me, it takes a lot longer for the views to come in, but it's doing pretty well so far on YouTube shorts. It's making, it has a good like ratio and it's growing in views at a good rate from previous videos. So I think it could go viral on YouTube shorts and YouTube shorts is monetized. So this video, which by the way, took me 20 minutes to make, might just make like a few thousand bucks on YouTube shorts, it's 20 minutes. And I made it, what's funny too, is it wasn't really any, it was barely any extra work for me. So this is what happened, this is the story, this is the refresher, refresher for myself and refresher for anybody who makes content, who does content marketing. Two episodes ago, I made a podcast about SEO article spinning and I talked about other examples. I shared how some marketing Instagram account took a script for one of my viral videos and then I remembered just how viral that video was. It was a video about a very successful campaign, a marketing campaign that Burger King did. So as I was talking about it on the podcast, I said to myself, that video performed so well last time, that subject matter that people like, I should share it on the podcast. So I shared it very briefly on the podcast. I didn't plan on making a video about it until after. I shared it on the podcast, I downloaded a video of the campaign, I put it into the podcast and then I put the podcast up and then I'm like, all right, now I need to make a video for Instagram reels TikTok, Facebook reels, YouTube shorts, all these places 'cause I do it every day, started November 1st, 2022, haven't missed a day since. So I'm like, okay, time to make a video for those places. And I'm like, well, I just described this Burger King viral marketing campaign and when I described it before, on a video for all these places, on a short form mobile video for all these places, it went pretty viral, maybe it will go viral again. And I had already downloaded the video of the Burger King campaign. So all I had to do was cut out my description, the extra 30 seconds of me speaking in the podcast, cut that out from the podcast, put the video into it from Burger King, which I had already downloaded because I downloaded it for the podcast. That was almost it, but the video was at 18 seconds and it was just, it felt, it needed a good ending. The thing with videos that I found that lots of other people have found is especially if it's a short video, the ending is really important. You wanna leave people feeling good. So what I did was kind of creative. I had described the campaign, but I didn't end with anything special. So I took from a different part of the podcast, me saying that is crazy. And I was saying it in regards to something having to do with search engine optimization, but I took that, I cut it, and I pasted it at the end of this video about the Burger King campaign. So it looked like I was saying it about the Burger King campaign. When actually when I first recorded it, I was saying it about search engine optimization. And then my video was 20 seconds. Then what I did is not many people know this. I love putting music onto my videos and I do it within the TikTok app because TikTok uses AI to analyze the subject matter of your video, the length of your video, the lighting of your video, the cuts of your video. And it will recommend, I would say 70% of the time it recommends music that just really, really fits a video on TikTok. So when I put music into my videos, it's through TikTok, then I download the video without the watermark from TikTok and post it to lots of other places. I post it manually on Instagram reels, which syncs up using a meta connection to Facebook reels. If you do it with a third party app on either Instagram reels or on Facebook reels, the video views are suppressed. Despite what meta says, it does not like third party applications posts and content. You need to post manually. I do the same thing for YouTube shorts I post manually. However, for LinkedIn, for Snapchat spotlight, for Pinterest and for Google Drive, I use reuse video.com, which is just an automation that makes it so my TikTok videos come from TikTok without the watermark to all those other places. I do Google Drive because I wanna keep a backup of all of my content. So videos that have gone viral before, I can find them on Google Drive six months later, post them again and they will go viral again. So I put my video, the raw video, edited, but without music into the TikTok app, TikTok recommends a sound that fits it perfectly. And I'm gonna show the video in a second. This sound fits the video perfectly. I post it and then I post it manually on Instagram reels in YouTube shorts. And like I said, Instagram reels post it automatically to Facebook reels. And then I forgot about it for I think 45 minutes and I checked it after 45 minutes, just randomly I'm like, "Oh my God, it's doing like way above average." And now the video's doing really well. So the lesson, the reminder for myself and for anybody who makes content, the reminder is if you've been making content for long enough, you've had something go viral. Don't just stop with that one piece of content. Make tons more content about the same subject matter. Tons more from, hit it from different angles, tell different aspects of the story. If it went viral once, there's a good chance it's going to go viral again. And this video was so lazy for me to make. I spoke an extra 30 seconds on my podcast but I did it for the podcast, then I repurposed it. The whole video was 20 seconds long. It was so easy to edit. And that was it, millions of views. So I'm hyped, it's just this little reappiphany that I love having these little reminders of really important things that are so basic that I always overlook them. So it's a valuable lesson for me and I hope it is a valuable lesson for you as well. That's what I wanted to share with you on this episode of the show. And you know what? Almost forgot. Here's the video, 20 seconds long. This is what's going so viral. Burger King's moldy Whopper campaign. Burger King let a Whopper sit out for 30 days and filmed it with a time lapse to show it getting moldy to demonstrate that they don't use artificial preservatives unlike their competitors. This campaign ended up getting 8.4 billion impressions to boost its sales. That is crazy. All right, everybody. Thank you so much for watching. If you watched on YouTube, thank you so much for listening. If you listened on Spotify or Apple Podcasts, this is episode 544 of my daily digital marketing podcast and I will talk to you again tomorrow.
