The terms Viral Marketing, Viral Video, Viral content, went viral, go viral …. have been overused and abused in my honest opinion!
Few years ago, when we made a video reach a million views it was considered a viral hit by the media, these days we make videos reach 20 million views and still the media is not calling it a viral hit!
1- PSY: with his song “Gangnam style”, has set the bar so high, that the media no longer take in consideration Viral Videos.
2- Lack of understanding of what is Viral content / Viral Videos and what is simply promoted Content/ Videos:
"Not everything that shines is Gold"
A viral content is a content that incites people to share it, because it’s amazing, shocking etc …. but when a content is shared/ featured on several very popular sites …. it will often give similar results to as if it was truly viral.
for example: 2 days ago, 2 different videos were uploaded the same day, 1 by Kevin Rose (Digg’s founder) and a second by copycatchannel (a simple youtube user).
Kevin’s video got 5 million views so far, while the other got 1.7 million so far, and yet only one of these 2 is viral, and it’s not Kevin Rose video! Views are not everything in determining a Viral video or a viral content, Mr. Rose video got a lot of media attention since it was uploaded and that drove the views, while the other video go no media attention at all and it’s views were solely driven by the video virality!
Are you convinced? now you’ll be:
Comparison between both video:
Kevin Rose video: 5.1 million views less than 1000 shares, 500 new subscriptions
Language Video: 1.7 million views 5000 shares, 1000 new subscriptions
Understand what is Viral!
In simple terms, the only reason why the Kevin Rose video is getting views is because the media is talking about it, it’s like when a celebrity is caught by paparazzi in a special situation, is it extraordinary No, but it does feed the hungry news junkies! The other video is not being talked about in the media at all, and yet is climbing fast and will continue climbing faster and faster, while the Digg’s founder video will stop growing once the media stops talking about it.
The viral marketing formula:
It’s all about sharing, so let’s determine the sharing ratio in each video:
Kevin: 5.1 Million views for 950 shares = 1share for each 5670 views.
copycat: 1.78 Million views for 5145 shares = 1 share for each 345 views.