Kartik Aryan’s Latest Video - An Appeal To Masses; A Case Study For The Viral Content Aspirers

We all expected PM Modi’s address to the nation to go viral; Kartik Aryan’s video came out of the syllabus!

Amidst the growing fear in people regarding the spread of coronavirus, PM Modi decided to address the nation on Thursday, 19th March. The message was to request people to stay at their homes and avoid social gatherings.

People were also expecting Modi to announce some strict-yet-necessary decisions to combat this pandemic. But, amidst his address, something else caught the attention of everyone.

Kartik Aryan, the Bollywood superstar, released a video from his Instagram account.

Now, it isn’t something to get very excited about because every Bollywood celebrity is tweeting or sharing infographics to spread awareness about COVID-19. 

Yet, Kartik Aryan’s video got viral. As on date, it has been viewed 9.9M times with 65k+ comments. 

What was so special about it? Kartik Aryan created a video in his signature monologue style (Remember his monologues from Pyaar Ka Punchnama series?) to convey a strong message.

While doing so, he applied some amazing techniques of copywriting and share-worthy content creation school (which Aashish Chopra has taught in his book).

A 2.24 minutes appeal for everyone else is a case-study for the content writers and marketers. 

On analysing the video closely, I discovered some amazing points which can help us also in creating share-worthy content which has an ability to viral. Let’s dive deep into the analysis: 

The biggest principle of copywriting was well-aligned with the script

Knowingly or unknowingly, the script of the video was formulated perfectly based on the biggest principle of copywriting - AIDA. 

Here, AIDA refers to - 

A - Attention

I - Interest

D - Desire

A - Action 

How?

Kartik Aryan began speaking in his signature monologue style “Problem..problem ye hai…” which instantly caught the attention of his fans and all other viewers. At the beginning itself, everyone could sense that a powerful message in a comic sense was on the cards.

By using daily-life words like nibba-nibbi, presentations, cafes, fufaji, march ending, Juhu beach etc. he sparked everyone’s interest to watch till the end.

“Vaccines have gone in the trial; Medications are being experimented” - Through this line, he ignited the desire that things will improve soon, let’s just be patient.

Finally, towards the end, he detailed down some calls to action like not to meet anyone, work from home, watch Netflix alone, use hand mask and wash hands regularly, and stop socialising. 

In short, the entire script was perfectly written according to the laws of Copywriting. Content Creators, are you listening?

Content based on trending story can get viral pretty soon if done timely

Aashish Chopra, in his book, “Fast, Cheap And Viral” describes how topical content (content based on breaking news or a trending story) can give you massive reach, if done timely and correctly. 

While doing so, Aashish suggests the creators integrate their Brand DNA with the breaking news to make it share-worthy. Kartik copied this concept word-to-word (Aashish, are you reading it by any chance? :p)

Kartik Aryan released the video yesterday when the entire nation was eagerly waiting for PM Modi’s Address. There couldn’t have been a better time than yesterday to spread awareness about social distancing.

His brand DNA is to make people laugh with humourous content. So. he integrated it with Corona Virus awareness campaign to create a video that went viral as soon as it released. It is humorous and includes words from our daily lives, something that caught everyone’s attention.

Aashish also mentions that content which empowers people to change the world is share-worthy content as well. Again, this video encourages everyone to practice social distancing that can stop the spreading of coronavirus. 

In short, the video followed the majority of the tips and insights which Aashish shared in his book (Shows how result-oriented these tips are. I definitely recommend every content creator to read his book.)

Perfect usage of rhyming words spiced up the content

Towards the end of the video, Kartik Aryan added “Karo Na” at the end of each call-to-action. Since it was rhyming well with "Corona", it was humorous as well as deep at the same time.

More shares and comments; better chances of going viral

In just a few minutes after the video was released, Kartik Aryan started getting comments and words of appreciation from the film fraternity and famous YouTubers. Kriti Sanon, Varun Dhawan, Kiara Adwani, Ashish Chanchlani, Guru Randhawa etc. commented on the video, helping it spread like wildfire. 

Bottomline

It’s all about creativity and experimenting with the content. You never know what will go viral because you don’t decide. Your audience consumes the content and shares it further if they find it worthy. You can only put your best efforts out there to inspire, educate or entertain them. Kartik Aryan hit the right chords here!