What is Going Viral?

HMA PR / PRGN, Phenix, USA, 12.01.2012

Allison Bailin z HMA PR na temat tego, czy można z założenia zrobić "viral video".

From time to time, we get calls at HMA World Headquarters asking us to make a “viral video.”

Generally, this is my cue to hold myself back from an eye roll and condescending tone.

Why?

Look people, here is the thing. I – you – we – even Abbie and Scott – cannot simply MAKE something go viral. By definition, a viral video is one that gets popular by being…well…popular. A viral video is one that is shared over and over and over. With the exception of Funny or Die, who have A-list celebs and comedy writers helping them, no one business or person wields enough power to simply make a “viral video.”

Case in point – here are the top 10 most shared videos of 2011, courtesy of PR Daily. (I refuse to watch that dog at the funeral ever again – my heart can’t take it!)

Notice how NONE of them are from a business?

Or about one business?

Or have major marketing messages?

At HMA, we are happy to help make creative, funny, smart videos – promotional and otherwise. At HMA, we are happy to draft content with the goal of attracting views from the community-at-large. And, at HMA, we will NEVER tell a client we will make a “viral video,” because they don’t exist.

To clarify – there is no such thing as a viral video. There is such a thing as videos GOING viral.

What is Going Viral?  originally appeared on HMA Public Relations, Phoenix AZ, Full-Service PR Firm on January 4, 2012.