Clients often approach us asking for “a viral video” which will live on their website or YouTube channel and generate massive amounts of traffic for them. They have usually been told viral video is the best way to get a ton of free press for their company. Usually they expect their viral video to be done with little or no budget, using talent from the company. We most likely tell them we simply can’t do that.
Viral Video is a myth. It doesn’t exist in the way that popular wisdom seems to present it. The factors that make a video “viral” are uncertain impossible to consciously replicate. Working towards a viral video turns what could be a thoroughly planned, well executed campaign of promotion into a complete gamble.
