Creating content is easy. Be it a blog, meme, gif, or all of the above. You only need imagination, basic Photoshop skills, and time to practice. Luckily not everyone knows this; otherwise the internet would have twice as many cats.
What separates the good content from the bad, or the viral from the un-shared, is optimization. The keywords we, as content marketers, choose, defines our success. Everyone and their grandmother can craft a Bieber mug shot gif. But not all grandmothers can make it go viral.
FYI, here’s my [awful] attempt of the Bieber mug shot trend from a while back:
Sure, luck can play a part. A great video, uploaded at the right time, with a clickable title, or featured image, can spread. But repeating this success is improbable. At least it is without a foundation of optimization.
When imagination mixes with boredom, creativity appears. With no immediate outlet for my creativity, and a little spare time, I created a series of gifs. I’ve taken to calling them “Up > Down Gifs.” Reason being: they play forward (Up), then play backward (Down), and loop ad infinitum. If there’s an actual name for this type of gif, I just don’t know it.
For my first set in the series, I started with a couple scenes from some of my favorite movies. You can see them below:
Dream sequence in The Big Lebowski
Treatment scene in A Clockwork Orange
Dance Contest in Pulp Fiction
Neo dodges bullets in The Matrix
For better or worse, I believe these gifs are shareable, even if only on a limited basis. The struggle, due to my current lack of dedicated audience, is how to get eyes on them?
Optimization, when it comes to content such as images and gifs, depends primarily on keyword planning. File names, titles, alt text and descriptions are my only source of optimization for this content. Utilizing (perhaps the better term is “piggybacking”) the popularity of these films and scenes will aid their spread. Appealing to a larger audience, such as those “searchers” looking for a gif from these movies, will increase my digital reach.
I’ve taken to using simple titles and file names. Loading each with keywords associated to each movie. Each title will contain the movie name, either singularly or with a hashtag, and duplicating the file name within the alt text.
These are the questions I’m experimenting with. Should keywords point back to the creator, or to the intended audience? In this case, the films carry more weight than the BecauseYouGoogledMe brand. But what happens when there isn’t a more recognizable entity to piggyback upon?