Going Viral
Emerging media has given the world email, podcasts, mobile advertising, advergaming and yes, the ever-popular viral video. With sites like You Tube that allow just about anyone with a video the opportunity to showcase their handiwork online, the chances of that video going viral are pretty slim. However, when an online video does reach the Holy Grail status of becoming viral, the awareness for that video and any people, products or brands associated with it can take off like wildfire.
Think about all of the You Tube links that get emailed around between friends, posted to Facebook pages or talked about in a blog. Sending your brand’s latest video link to one person can cause a chain reaction that spreads from North Dakota all the way to Hong Kong. Viral videos are emerging media’s new form of traditional word-of-mouth marketing. While a video’s popularity may only last until the next great one to come along, the amount of short-term buzz it generates can be well worth it.
In terms of budget, viral videos don’t have to cost a lot to produce and distribute, making them ideal for businesses of all sizes. Local businesses can now compete in a world of advertising dominated by larger corporations. All it takes is a video and a You Tube account to get rolling. Take for instance this video created for local advertiser Cullman Liquidation:
Visible Measures is an “independent third-party measurement firm for Internet video publishers, advertisers, and viral marketers”, and rates the “Top 10 Viral Video Ads” on a weekly basis for Advertising Age. Here are the results for the week of November 16, 2009:
- The Fun Theory, Volkswagen, DDB
- Live Young, Evian, BETC Euro RSCG
- Best of US Challenge, International Olympic Committee, Cole & Weber United
- Gymkhana Two, DC Shoes, Mad Media
- Xbox Project Natal, Microsoft, World Famous
- Droid Does, Verizon Wireless, mcgarrybowen
- There’s A Map For That, Verizon Wireless, McCann Erickson
- Get It On, Durex, Fitzgerald+CO
- Danny MacAskill April 2009, Inspired Bicycles
- T-Mobile Dance, T-Mobile, Saatchi & Saatchi
Emerging Media & The Market 
I agree that: “Viral videos are emerging media’s new form of traditional word-of-mouth marketing.”
Getting a video about your brand and/or company to go viral is ideal. However, I think it takes a special spin. I received emails and videos all the time but it is going to take a really good message to get me to (a) watch it and (b) pass it on to others.