Why you shouldn’t create a viral (and what happens when you try)

When a viral happens authentically, you know you’ve earned some pretty sweet social brownie points. But setting out to “make a viral” deliberately most often gives you the opposite of that.

From Why You Shouldn’t Create a Viral Video:

It’s unoriginal
Even wildly successful viral videos, like the “Old Spice Guy” or “Kony 2012″ have seen lackluster results in follow-up videos attempting the same success. So, instead of trying to think about how you can create the next copy-cat video, spend some time thinking about how you can leverage the next big thing, rather than the last big thing.

It’s impossible to predict
Given our sometimes irrational and fickle human nature, some things resonate with us and some things don’t. No matter what your brand benefits are, or how many funny, shocking or awe-inspiring clips you include in your video, there’s no way to really know whether your video will be shared on a viral scale.

It’s ineffective
Think about the last viral video you watched. How many views did it have? More importantly, do you know the name of its creator? Did you visit a website or buy anything as a result of viewing the viral video? Chances are that you enjoyed the video, perhaps shared it with some friends and then went on with your everyday business.

And what happens when you try:

That said, we’re 3 years on from when that video was made. The world is more aware of how cringe-worthy a deliberate viral can get. Now could be the golden era for these guys…



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