Given the huge audiences for many Facebook video ads, more firms want to stand out there. These are two key goals. (1) Attract as many views as possible. (2) Be engaging enough to generate social shares. First Media Blossom is a small, highly successful player in this space. Blossom (part of First Media) mostly targets millennial moms and children. Its slogan is “100% original content to spark inspiration for your most creative self.” It is truly the viral Facebook ad king.
First Media Blossom: Viral Facebook Ad King
So, how has First Media Blossom found the magic touch to get these results? According to Stephanie Paterik, writing for AdWeek:
“This spring, First Media Blossom posted a Facebook video that began with an image of women’s underwear. It featured seven ways for organizing clothes. The post racked up 382 million views and nearly 12 million shares. This made it the most viral video in Facebook history.”
“The account devoted to household DIY tricks for young moms has been climbing in popularity. It’s BuzzFeed’s Tasty to become a top 10 Facebook pags for views. (First Media Blossom gets 1.3 billion monthly views to Tasty’s 917 million.)”
So what’s the secret to creating insanely viral videos? First Media, which owns Blossom as well as So Yummy for cooking and Blusher for beauty, has a proprietary algorithm. It predicts — and picks — which ideas have the most viral potential. The company worked with data scientists to test hundreds of original videos. It then created a system to identify hallmarks of top videos and to actually choose which ideas are worth producing. The model saves time and money by bypassing the typical trial and error stage. And it gives employees a laser-like focus on results. Every video idea at First Media has to pass this two-question test: Why would someone stop scrolling to watch this video, and why would someone share it?“
Examples of First Blossom’s Facebook videos
Here are two examples and a link to First Media Blossom’s Facebook video page.