#39: Jay Davis, online video marketing and virality expert, on what makes videos go viral

Jay had a part in the creation of the viral Color Run video which helped make the Color Run the largest running event in the world. In today’s episode, learn what are the roots of virality and find out which digital tool Jay can’t live without.

Listen to this episode on iTunes

What was your biggest insight from this week’s episode? Let us know in the comments or on Twitter @influencer_inc.


From a company perspective, an influencer is someone on Instagram or Youtube who can reach many consumers. From the thought-leader perspective, an influencer is someone who has had unique experiences and is able to educate others.

Creatably works with businesses that want to use a heavy video strategy in marketing their products.

Share-ability and unexpectedness are the roots of virality.

Jay got his start in video at a home automation company that invested heavily in video advertising and was very successful. He joined The Color Run, a startup at the time. Using video and viral marketing, it became the largest running event in the world.

During his time at The Color Run he began to realize the potential of video and YouTube. He started a Youtube channel and had huge success.

You need to have cohesion between the video and the product. The video can be brilliant, but it needs to be linked to something people have a reason to share.

Things go wrong all the time with big video shoots.

Advice for beginner video marketers:

  • Strategize. Don’t be “all over the place.” Know your audience.
  • Pick a niche and stick to it. You can’t try to influence everyone at once.

Favorite Five

  • Book: Creativity, Inc. by Amy Wallace and Edwin Catmull
  • Influencer: Ramit Sethi
  • Conference, group, or event: VidCon
  • Preferred social network: for advertising, YouTube
  • Tool that you can’t live without: Adobe Premiere