Black Friday: The Dark Side of Viral Videos

Social Media carpetbaggers (as I call them here, and I’m liking the term the more I use it) would challenge me on many of my work beliefs and ethics, two of which that have been brought to light just this month:

    • You can’t make a viral video. They just happen.
    • There is such a thing as bad publicity.

      I have seen this as a topic on many a conference track — “How to Make Your Videos Viral!” or some such nonsense — and I also get the “Let’s make a viral video…” request a lot from my day job. After my skin stops crawling, I pull no punches and speak the best-kept-secret truth that the carpetbaggers won’t admit: you can’t make a viral video. A video goes viral due to traffic on social networks increasing awareness (of a product, person, or cause), and through self-replicating processes that gain momentum on both the Internet and mainstream media.

      Did you catch that “self-replicating” part? That’s key. No one can make self-replication happen. You can promote a video, sure, but that does not necessarily guarantee it going viral.  The constant thread (if there is one) is luck. Good or bad, it comes down to luck. You can’t predict it. You can’t produce it. You never know what will strike that nerve. Viral videos just happen.

      And in the case of Rebecca Black, that is exactly what happened. What two comedians referenced off-handedly has now become 2011’s viral sensation. Continue reading

      Some Halloween fun…

      My kid’s day school teacher heard (from my mother-in-law) that I used to be a professional puppeteer. She asked me if I would be interested in putting on a show for her kids. Even with the schedule I have, I couldn’t refuse because this was for Sonic Boom.

      I was told to come up with something that the kids would enjoy, and following a History Channel documentary on Halloween, some shopping on the official store of TAPS and Puppet Universe, and a night of testing sound equipment and recording rigs, this was the end result. As I found myself flying completely solo in the morning, I can’t say this footage will be winning me a Parsec anytime soon…

      …but it was a lot of fun, and it will probably not be my last trip there. Laugh with me, or laugh at me — you choose. Whatever the case, Happy Halloween!