One story leads to two. Two leads to four. Four leads to…Millions? Going viral has become a goal of many advertisements, YouTube videos, awareness campaigns, songs, broadcasts, and virtually any other shareable content. In particular, companies strive for their consumers to do the talking and spread their message while they watch it proliferate among the masses. However going viral is an oxymoron in itself, as going viral is essentially something that is believed to be unplanned. Therefore, it forces the average consumer to wonder, are viral videos planned or targeted? There is no real answer as some planned viral videos fall flat, yet unplanned content garners attention even when unexpected to do so. The fate of all viral videos truly lies in the hands of the viewers who truly value the content more than the motive behind it.
What makes it viral?
Viral content does not have a distinct shape or size, color or feeling. It can be emotional with a powerful hidden message, shocking, or simply entertaining to watch. It can even be in a language we don’t understand to a song we can all dance along too, Gangnam style. However, when observing commonalities between what goes viral, it can be determined that viral videos share a sense of extreme or emotion evoking content that raises opinion. Those attempting to make viral content use extremes to guide the creation of their content, hoping to raise enough emotion within their audience to encourage them to share.
Viral All-Stars. Who does it best?
Old Spice
Old Spice emerged as a true leader in showcasing the power of viral campaigns.The almost iconic voice of the “Old Spice Guy” was proliferated through YouTube videos viewed hundreds of millions of times, ad campaigns which again went viral,
Old Spice Advertisement: “Smell like a man, man.”
advertisements, and a suite of marketing pieces on behalf of Old Spice. “The Man Your Man Could Smell Like” became essentially a spokesperson for Old Spice, helping the brand to transition and differentiate itself amongst a field of competitors.