In celebration of the 5-year anniversary of YouTube this month, I thought it fitting to discuss the idea of viral videos and “going viral.” The entire concept fascinates me. It’s just another internet buzz word like….social media, tweetworthy, foursquare, etc., yet somehow, has completely re-shaped our culture and activity online.
Wikipedia describes the term viral as: “…becoming extremely popular in a very short amount of time. Often for something to be considered viral it needs to make its way into everyday non-internet life.”
Entire seminars, conferences and marketing strategies are now dedicated to how to create something that will go viral. Something about that seems completely counter-intuitive. I don’t think you can ever truly set out for viral success, let alone define a formula for how to make it happen.
I think viral content happens due to a number of different reasons, but usually involving some combination of the following…
- Really engaging or great content
- A brilliant or creative idea
- Something we haven’t seen before
- Cute or funny kids
- Something that’s truly laugh-out-loud funny
- Something that happens completely by accident and is captured on film
I’m not saying that companies haven’t had great success creating viral videos as part of a marketing or advertising campaign…I’m merely saying I think it’s important to change the strategy and thought behind coming up with that content.
A “viral video” can’t be looked at as just another check on the checklist of planning a campaign, like a direct mail piece or a website. I think it’s important to take a step back and look at what you’re trying to accomplish and ask yourself or your client: “What are we trying to accomplish here?” “Who is our target and what interests them?” “Is this something that I would be so moved / entertained / [fill in the blank] by that I would actually forward this to my friends?”
In my opinion, those are the questions to be asking…not, would you like a viral video?
To close, I’d like to leave you with an assortment of some of my favorite viral videos, in no particular order…
- The Cadbury’s Gorilla
- Single Ladies Devastation (by Atlanta’s own Carlos Whittaker & family)
- Charlie Bit My Finger
- Toyota’s Swagger Wagon (This is the most recent on this list and yes, completely part of Toyota’s latest marketing strategy surrounding the Sienna…I say, bravo Toyota, job well done on this!)
What are some of your favorites?
