Viral content - just add special sauce?
Posted on December 17, 2007 by Martin Zagorsek
No medium is better suited for word-of-mouth marketing than the Internet - people have been forwarding jokes, chain letters and silly videos for as long as they’ve had email. There have been many controversial attempts at “seeding” word of mouth by paying people to spread the word. Still, the best way to get a viral message out there remains the simplest, but most elusive - make a piece of content that’s unique and entertaining enough that people will want to forward it to their friends.
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The rewards of getting it right are obvious. Not only do you get broad reach - often millions of views - without spending a dime on media, you also get people consuming your message in its entirety, instead of getting up to go to the bathroom or fridge. But while it’s hard enough to get people to sit through a regular TV commercial, the number of videos that actually get forwarded in any quantity is vanishingly small.What’s the secret? Production quality does seem to matter - as much attention as the amateurs get, most of the highly-forwarded videos are pretty well done. Some are pretty eye-popping while others are just downright weird. Thought-provoking narrative is clearly not a factor.I won’t pretend to know the secret, but if I had to guess, the biggest factor is pure novelty - people just want to see things they’ve never seen before. As they say… that’s entertainment.
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