What does it mean when something goes “viral”? It’s quite literally an idea that’s gone pandemic – infections, far-spreading, rapid, and global. Sounds great, right? Not necessarily. While marketing campaigns strive to become viral, they must also be prepared to lose all control. How far it goes and for how long is completely dependent on the consumers, and the results can be spectacular on both ends of the good and bad spectrum. Take, for example, the ever popular music video “Gangnam Style”, which features a Korean pop star making his debut return to show biz.
Here you have a video that was already popular in the Eastern hemisphere, generating thousands of hits within days of its release. But once it caught wind in America and the rest of the internet, it went full blown viral, becoming the first Youtube video to hit ONE BILLION views in the space of a few months! You can’t hope for anything better than that!
On the other side of the spectrum you have Mitt Romney’s 47% video, whose viral status may very well have cost him the campaign:
Going viral may be an unstoppable force, but if its influence falls in your favor, you can build upon it and ride the wave like Old Spice with their body wash commercials with Isaiah Mustafa.
This video is 33 seconds long. Thirty-three seconds! And that was all it took to make it one of the most effective ad campaigns to date! Granted it cost Old Spice a pretty penny to have it air during the Super Bowl, but it was money well invested in a clever idea that tickled the audience in the best possible way. From there Old Spice released more commercials and videos featuring Mustafa, and the internet fell in love with his smooth, rugged, and manly…advertisement.
Sometimes unintentional ideas become viral, like with the straight razor scene featured in the movie “Skyfall”. Since its release, straight razor sales have gone through the roof by as much as 405%! As a social media marketer, you must be ready to latch and take advantage of any ideas that have the potential of going viral. That means you must stay connected, jacked in, and ready to go. Looks like there’s no time for rest when it comes to social media. Or maybe that’s just an excuse to surf just a while longer :).