Topic of Choice Blog: Going Viral

 

 

We’ve all seen them, maybe even some of us have created them: viral videos. Going viral has become a worldwide phenomenom, but there is no easy formula for guaranteed success. One could argue that going viral began with that dancing baby video from the 1990’s, something that started on a small scale but then, for some unknown reason, resignated with millions. This is how most viral videos start, is it not? Someone doing something that is not meant to be seen by more than friends and family, then suddenly takes off and is potentially seen by millions around the world. It is not uncommon for people to become famous this way, even if just for their fifteen minutes. Marketers took notice and decided to get in on the viral action. “ For marketers, one of the coolest things about the web is that when an idea takes off, it can propel a brand or company to fame and fortune for free. Whatever you call it-viral, buzz, or word-of-mouse marketing-having other people tell your story drives action.” (Scott, 2013, p.116)

“There are people who will tell you that it is possible to create a viral campaign, and there are even agencies that specialize in the area. But when organizations set out to go viral, the vast majority of campagins fail. Worse, some companies set up fake viral campagins where people who are employed by the company are in some way compensated to write about a product. The web is hyperefficient at collective intvestigative reporting and smoking out trickery, so these campaigns rarely succeed and may even cause great harm to reputations.” (Scott, p. 117)

The question then becomes: if there is no guaranteed formula for a successful viral video or companign with regards to marketing, are there at least some finite components and ingredients that most viral videos share? Scott believes that there is not a direct answer to this question, so much as there are some “Rules of the Rave” that should be kept in mind. These rules may help to create “something worth sharing” (Scott, p.121). The rules are as follows:

·         “Nobody cares about your products (except you)”

·         “No coercion required”

·         “Lose Control”

·         “Put down roots”

·         “Create triggers that encourage people to share”

·         “Point the world to your (virtual) doorstep” (Scott, p. 122)

 

“Viral marketing-creating a World Wide Rave by having others tell your story for you-is one of the most exciting and powerful ways to reach your audiences. It’s not easy to harness the power, but with careful preparation when you are sitting on news and with clever ideas for what has the potential to create interest, any organization has the power to become famous on the web.” (Scott, p. 130)

Having other people market your products for you for free is a great tool. Being able to successfully accomplish this task is another thing. Following the rules outline by Scott, along with knowing your audience and having a product that is worth sharing with the world, are the first steps towards viral success.

 

Reference:

Scott, D. (2013). Going Viral: The Web Helps Audiences Catch the Fever. In The New Rules of Marketing & PR. Hoboken, New Jersey: John Wiley & Sons.