1:30. The magic number for viral success?



I had the pleasure of meeting London's Lee Washington last week, during his visit to NYC. Lee is the dude behind Viral Seeding, a firm that gets your crazy silly video the initial views that it requires to maybe eventually...go viral.

Lee's seeded super successful campaigns for brands like MTV, Motorola, Bacardi, the BBC and plenty more impressive names. He's also seeded campaigns that didn't take off - where he established plenty of initial views, but the productions didn't go viral. (Seeding can only get you started. Eventually, your production has to carry itself on its own merits.)

We chatted about his experience, what works, what doesn't and the industry in general. Here's a couple of fantastic pointers that Lee shared about timing, and achieving viral success:

+ You'll need to capture your audience's attention in the first 20 seconds of your video
+ Anything longer than one minute and thirty seconds is probably too long.
+ Don't patronize your audience. Entertain, wow, and inspire, but don't underestimate their intelligence.

Of course there are exceptions, of course this isn't a hard and fast rule. Just something that he's learned from campaigns that rocked it. (Time to remove a couple of scenes from that video of yours.)

Thanks, Lee!

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