Before you spend too much time thinking about how to make your next marketing initiative go viral, Jonah Berger says it’s critical to look past all the potential hype and think about long-term business benefits.
Upworthy.com, dedicated to sharing “stuff that matters,” drives 20% of interactions around media online. You read that right.
Here are 3 rules for going viral from the most viral site on the web:
1. Spend half your time on the headline.
2. But make it sound like you’re talking to your bff.
3. Know what strong feeling you want to evoke. There’d better be one.
[Rainbow: MountainHardcore via Shutterstock]
Javan Van Gronigen of Fifty & Fifty, the firm behind Kony2012, talks about building the campaign to withstand a boom, a backlash, and a bust.
"There was a lot of celebrating when the film started to get such attention. It then quickly moved into strategy as the numbers became alarming. Orders for Action Kits kept coming in and donations were adding up and everyone quickly realized that the organization and its’ strategy for the year had to change quickly."
There is a lot of buzz today about Invisible Children’s #Kony2012 video going viral. But critics of the charity are also beginning to make themselves heard (here is a tumblr with lots of juicy details). This photo purportedly shows the founders of Invisible Children posing with the Sudan People’s Liberation Army.
What’s your take on the Invisible Children campaign?