Earlier this Year, MarketingSherpa.com asked marketeers how much their viral video campaign cost them.

One of the most interesting conclusions they came to was that the majority of successful executions which were passed around a lot of people, were made on limited budgets by TV commercial standards, but large budgets by typical DIY viral-video costs, where many people are creating their own video using a webcamera or small video player and then posting the video straight to YouTube with no editing of the content of the online video.

However what makes a viral video is that the content is worth sharing - does it make someone laugh, cry, or evoke another strong emotion that then means you are inspired to send it on to friends.

While online video does not require the same exacting process of producing a TV quality film, the production values of an online viral video dies make a difference.

One thing I have learnt about online viral video or in fact any 'viral marketing programme' is the fact that what you think will become viral won't and what you thought was nothing special can quickly get talked about.

Most marketers who are successful with online video also shoot many videos and test the audience reaction.

As online video does not have to have the same budget as a TV advert, perhaps that could encourage you to create a series of short online videos to test the response with your chosen community.

What questions do you have about the production of online video? Ask your question here and I'll cover it in a future article or in our forthcoming online video live workshop and audio CD programme.