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