Viral videos are like the holy grail of social media. They increase your exposure, enhance your brand recognition, and provide amplified social proof for your business.
But… how do you get a video to go viral? Whether you’re just getting started making videos or you’ve been producing content for a while but haven’t found the secret sauce to break the internet, we’ve created this guide to help you make it happen. Read on to learn the key elements that contribute to a video going viral, tips for creating a viral video, and 10 great examples to inspire your own videos.
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Key elements that contribute to a video going viral
There are all kinds of viral videos, but most of them have these few things in common.
- They create an emotional connection. To go viral, a video needs to resonate. By creating an emotional connection that appeals to your target audience (and ideally an even broader audience), your video will be something that people want to watch again and again, share directly, and post on their own social channels.
- They’re shareable. Speaking of sharing, not only does your video have to contain content that people want to share, but it also has to be physically easy to share. This includes using social platforms that make it seamless to repost or share others’ content and ensuring your privacy settings are set to make your video shareable.
- They’re unique and offer a surprise factor. Viral videos usually have that little something special that can be hard to quantify. They may have a surprising ending, or provide a perspective that someone hasn’t seen or heard before. To better understand this, think about your favorite viral video. Try to remember the first time you saw it, and what made it stand out to you.
How to create a viral real estate video
Develop a viral-worthy concept
Like with any good marketing, the first step in creating a viral video is to identify your target audience. We recommend using the PFDD framework to zero in on your ideal client’s pains, fears, dreams, and desires. Once you’ve done that, think about the topics and types of content that are appealing to the high-net-worth individuals you want to reach. Make a list of what clients in the luxury real estate market think about, dream about, and worry about, and use those to inform your video concepts.
To understand the kind of content that goes viral, you should also have a pulse on what’s currently trending. Get inspired by spending time on social media platforms to see what’s popular and what content your desired audience engages with.
When devising your concepts, think about how you can use storytelling to craft a compelling narrative that incorporates personal experiences and anecdotes. Relatability and authenticity are big on social media these days, so be yourself, show off your personality, and inject humor—while staying professional, of course.
Produce high-quality content
You certainly don’t have to be a professional videographer to produce a viral video, but you do want your videos to be well-made. If you can, invest in quality equipment and editing tools that make your videos look great. And if you want to go big, consider leveling up your video with drone footage, which is known to grab viewers’ attention.
Make sure you’re paying attention to the little details. How’s the lighting? Is your sound quality good? Have you added captions and proofread them to make sure they make sense? These things matter.
Finally, don’t disregard the importance of your video’s thumbnail. Sometimes this can be all it takes for someone to click on a video (or be turned off and scroll right past). So use an image and video hook that grabs attention or teases what’s to come.
Promote and share your video
Once you’ve created your viral-worthy, high-quality video, it’s time to get it out there. The first step, naturally, is to post it across your social channels. But before you do that, ensure you’ve tailored your content for each platform. That might mean making a few versions of your video based on the channel or editing it down from a longer format on YouTube to a shorter one for Instagram. Your caption, too, should reflect the platform and its audience.
Don’t be shy in asking for shares, comments, and engagement. You can mention this right in your video, reference it in the caption, or both. To further promote your video, consider reaching out to your network or to influencers who appeal to your target demo. In some cases, they may be willing to just share your video, while in others you might strike a deal to cross-promote each others’ content.
Email marketing is another excellent method for getting your content out to your entire contact list. To help your video reach even more people by email, add language that encourages recipients to forward the video far and wide to their own networks.
Lastly, make sure your videos are optimized for search engines, using video SEO strategies. This includes adding relevant tags and descriptions and taking the time to write titles and captions that are compelling and optimized for keywords.
10 viral real estate videos to inspire you
Need a little inspiration before getting started? Have a look at these 10 great examples of viral real estate videos.
1. This fast-paced reel from Peter Torkan
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This high-energy video got over 300k likes, thanks to its use of a popular song that grabs
the viewer’s attention from the jump. The fast pace and creative camera angles appeal to anyone with a short attention span, keeping them from scrolling away. Finally, the caption drives engagement by asking viewers to “Describe this house with one emoji 😱.”
2. This cinematic short from Luxury Listings
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Like many of Luxury Listing’s reels, this video uses a cinematic style to capture attention. It uses the right music to set the mood, focuses on a feature many people are drawn to (a dreamy bubble bath), and highlights absolutely epic views. The caption also urges followers to tag who they’d bring. The Luxury Listings account is a great example of how real estate professionals can establish a signature style and brand without ever showing their faces.
3. This personal clip from Glennda Baker
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In this video, Glennda uses a unique filming style where she does not look directly at the camera, making the viewer feel as if they are entering mid-conversation. The lighting and color of the video also give it a semi-retro feel that’s eye-catching and appealing. Glennda thoughtfully covers a topical issue that’s relatable to many people and cross-promoted the video across different platforms, including TikTok and YouTube.
4. This luxury walkthrough from Erik Conover
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From the start, this video reels you in by asking what $40M can buy you in NYC. Erik uses a creative filming style to cover a lot of ground in a short time, making the video appealing to scroll-happy viewers. The robot-generated voice also grabs attention (including from people who like the content but don’t like the voiceover, whose comments nonetheless boost the video’s engagement). The walkthrough is informative all the way through, featuring details about the stunning 6-story townhouse captioned on-screen in addition to being spoken aloud. The video closes with a suggestion to follow for more, and the caption spurs engagement by prompting viewers to comment if they want to see a full tour on Erik’s YouTube channel.
5. This upbeat home tour from @tig.homes
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Posted on Holly Smith and Cristina Ingram’s joint real estate Instagram account, this is a quick, fun video set to catchy, upbeat music. It catches your attention, moves fast, and leaves you wanting more. Similarly, the caption is brief and on-trend and leads to direct contact information that makes it easy to get in touch.
6. This on-trend clip from Rigo Guzman
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This is a great example of a video that capitalizes on a viral sound, demonstrating that Rigo is in the know. The caption and voiceover also highlight his personal style, eye for design, and the quality of properties he works with. And the caption asks an engaging question, with many commenters chiming in to ask where to find some of the featured decors.
7. This conversation starter from Austyn Scott
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This video shares a strong perspective, using a controversial opinion as the hook. Making use of trending audio, Austyn shares that she agrees with its hot take in her caption, prompting a ton of engagement in the comments. This tactic is not for everyone, but Austyn leans into it. Finally, she uses closed captions which make the video more accessible.
8. This captivating property listing video from Quiana Watson
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From the minute the gates open at the start of this video, you’re drawn in. The sound is perfectly matched to the video’s movements, with smooth transitions and an overall vibe that is extremely aesthetically pleasing to watch and listen to. The caption is thorough while being easy to read, giving interested parties all the information they need to take the next step.
9. This helpful reel from Thach Nguyen
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With a great hook that draws you in from the beginning, Thach Nguyen knows how to capture a viewer’s attention. The video is short but manages to fit in a ton of helpful, practical information broken down step by step. Likewise, the caption is short and to the point, introducing what you’re going to learn in the video. As the star of the video, Thach builds a connection with his audience and establishes himself as a go-to expert you can trust.
10. This NYC POV tour from Omer Labock
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In this first-person walkthrough of an NYC rental, Omer’s enthusiasm shines through as he highlights the unit’s size, ample storage, high ceilings, and private outdoor space. He ends by sharing the price of the unit, which is both helpful to interested parties and draws engagements from people living in other parts of the country who can’t help but compare their mortgage prices to NYC living.
Break the Internet with Luxury Presence
Having one of your videos go viral can be a huge game changer in the real estate industry. But to do so, you need a strong brand and knowledge about what works and why. If you’d like help elevating your brand and creating engaging content that stands out, our in-the-know team would love to chat. Book a free strategy call to get started.