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    Viral all the way

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    Susan Boyle, one of the contestants of the British reality show “Britain’s Got Talent”, gave a dramatic performance on stage mesmerizing the audience and judges with her marvelous voice. Immediately after the performance, her viral video circulated the internet and got a whooping 186 million views online in less than a month as per Visible Measures and also made it to the top five ‘100 Million Views Club’. Interestingly, Susan’s performance has landed her in fifth most viewed slot along with Mariah Carey’s music video ‘Touch my body’. Wow! The video is worth watching.

    Brands all over the world have been using viral videos to promote their products for some years now. Take for instance our home grown viral videos, which was first initiated by companies like MakeMyTrip, Desimartini, Wrigley’s Orbit and many more. These videos were a rage and in fact are quite popular in the digital space even today.
    However, it is only in the past couple of years with the advent and popularity of social media networks like Facebook, Orkut, MySpace, Twitter, YouTube, Digg, and the likes that viral videos are having a spiralling effect. Take the much talked about Vodafone ZooZoo ads for instance, the ads were created for consumption off the TV screens but the impact of the videos online has been phenomenon – fans of Zoozoo are flocking on social networks just to view the Zoozoo characters.
    However, at the same time all this sounds easy to do but in reality you simply just can’t expect to post your video and have them go viral on their own, even if you think you have the best videos ever. These days, achieving the ‘viral effect’ takes serious creativity, hard work and some luck.
    If you haven’t heard of Divesh Mishra, here is his story. Divesh is a taxi driver based out Varnasi, he has uploaded a video of himself on YouTube talking about his taxi service. The video is simple, it gives out all the information that one would require along with contact details. The video has over 25,000 views in about 18 months, not much for it to reach the viral video charts but surely enough for a man located in a town in India trying to reach out to a global audience via a free online tool.
    A really viral video making the rounds of the digital space is ‘Jone’s Good Ass BBQ and foot massage’, a root taken by an entrepreneur in the times of recession.

    However, one wrong move, and the spiralling effect can cause severe damage. Take for instance the Domino pizza video on YouTube, the video was caught by viewers so fast, that before Dominoes could even realise the severity of the situation, the video was all over the internet, making it one of the most viewed videos in the online space at the time, till it was finally pulled down by Dominos. The impact of the video – over one million disgusted viewers and a huge blow to the image of the brand. However, brand Dominoes was on top of the situation within 48 hours. Interestingly, Domino’s President, Patrick Doyle responded to the situation not by issuing a typical press release but via a YouTube video.
    There is enough content online that will list down ways to get 50000 viewers, how to maximise the viral effect, what to do when a viral video goes wrong, managing crisis through viral videos and so on and so forth. Undoubtedly, the best tool would be not to repeat the same mistakes made by others and learn-as-you-go.
    Tiger Wood’s PGA Tour is taking a step further and is hosting a Viral Video Challenge where the top five winners will be posted on the site for public voting. The effect of such a viral video could be phenomenon. Will keep you updated.
    So what’s you viral idea?

    Disclaimer: Views of authors are personal and do not represent the views of Blogworks, or any of its clients.

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