Is it possibly to “go viral”? Yes.
Is it possibly to plan on going viral? Maybe.
Going viral (means becoming extremely popular in a very short amount of time) is a much desired thing but few can predict its ways. The power is great, you don’t have to look very far to realize that. Take Mr Bieber for example. He starts making youtube videos, people realize his talent and start requesting more. The link to the youtube video of Justin Bieber was shot in 2008. He was just a kid singing songs in his moms apartment. Now he is selling out Madison Square garden. He is the poster child (pun or no pun) of going viral.
The power is there, but how do you capture that power? Is it even possible? I think it is.
Let us look at a company that went viral and was strategic about it all.
Say hello to Grasshoper.com. A virtual phone system for entrepreneurs. When launching their newest app they decided to do something that most set out to do, set the internets a blazing with talk about your product. Check out their strategy below:
That is right, they took a popular song, changed some wording, got creative, and had some fun. But it does not stop there with the video. They decided to step it up further and get some influencers talking about it. Picking 200 influencers across the Country, they sent each a chocolate bar and a copy of the video. No request for them to blog about it, only a simple thank you and enjoy. They believed that they created something creative and fun and it would be only natural for people to talk about it (like we are doing right here).
Something interesting about this all is they didn’t pay anyone to talk about their video. The popular belief is to get influencers to blog about your stuff or tweet about it you have to give them some money. This could be true, but doesn’t mean that it has to be the only way to do things. In fact, I would go as far to say that if you pay for marketing of this kind you are missing out on 50% of the power that it could be. People can snuff that stuff out from miles away.
How do you go viral? You take an idea, put some creativity into it, share it with others, and let the dust settle. But the biggest thing is you have to be strategic. You have to pay attention, you have to care. Let’s look at Bieber again, he was one of the few that “got lucky”. The reason he put those videos on youtube was to share them with families who couldn’t make it to his talent shows. He wasn’t trying to get signed, he wasn’t trying to be one of the hottest things out there. Instead he was just using a tool to showcase his talents. But, looking back at the New Dork video, there was planning, strategic thinking, and a lot of work that went into them going viral. They took a good idea and ran with it. And now they have well over a million views on youtube.
(ht to Jeff Goins for sharing this story with me)