So the client says, \u201cOK team, here\u2019s our new plan, we\u2019re going to make a viral video.\u201d<\/p>\n
I\u2019ve heard that statement or variations thereof a number of times.\u00a0 And the fundamental problem I have with it is that it confuses an outcome with a strategy.\u00a0Sure, having a video (or a Facebook post, a tweet, or an Instagram image) \u201cgo viral\u201d is a reasonable goal. Unfortunately, it\u2019s not the kind of thing we marketers can actually control and cause to occur. If it happens, it\u2019s a combination of components including timing, creativity, luck and a difficult-to-define thing called resonance.<\/p>\n
The concept of going viral also presupposes an audience that is aware of, interested in and\/or engaged with your category or brand.<\/p>\n
That\u2019s not to say you shouldn\u2019t chase the dream, but given the size of the internet universe, you\u2019ll have better luck betting all your chips on one number on a roulette wheel. Not a smart strategy for roulette, and a worse one for marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"
So the client says, \u201cOK team, here\u2019s our new plan, we\u2019re going to make a viral video.\u201d I\u2019ve heard that statement or variations thereof a number of times.\u00a0 And the fundamental problem I have with it is that it confuses an outcome with a strategy.\u00a0Sure, having a video (or a Facebook post, a tweet, or […]<\/p>\n","protected":false},"author":1,"featured_media":1842,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-1841","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","et-has-post-format-content","et_post_format-et-post-format-standard"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/bevologyinc.com\/blog\/wp-content\/uploads\/2016\/10\/viral.jpg","jetpack_shortlink":"https:\/\/wp.me\/p7k1BV-tH","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/1841"}],"collection":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/comments?post=1841"}],"version-history":[{"count":1,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/1841\/revisions"}],"predecessor-version":[{"id":1843,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/1841\/revisions\/1843"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media\/1842"}],"wp:attachment":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media?parent=1841"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/categories?post=1841"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/tags?post=1841"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}