It's not an uncommon phrase. Videos on YouTube, seeded on BitTorrent sites or even hosted on normal websites can pull in millions of views, gaining incredible exposure for people and brands, publicity both positive and negative.
But here's the thing that a lot of con-merchants won't tell you: you can't buy a viral video. A video becomes viral, it isn't made as a viral.
That might sound like nitpicking, but if you're going to put yourself online for the whole world to see, who would you rather have in your corner - people just throwing buzzwords around or people who actually understand the medium, who can come onboard at any point in your project (or even come up with your project) and tell you what you need, what you don't need and how much it will cost?
The second group is who I would want, not the idiot who turns up with a Red One for a 60 second bike chase video, charges £20,000 for filming and it only gets six views on YouTube.
What makes a video viral? - Good, solid content.
What helps a video go viral? - Working with people who understand the digital platforms available.
It worked for us recently when we helped promote Jura Malt Whisky online, working with the company and other agencies to promote a video that pulled in more than 10,000 views in a matter of hours - and it was also thanks to our quick thinking that the company's website didn't crash under the strain of the hits.
More and more companies are using blogs, Twitter, websites, Facebook, YouTube but what is right for you and your company?
Where should you be and where shouldn't you be?
Are you getting the best from your pr/marketing team (online and offline)?
We carry out full audits of publicity activities, give you a report and make suggestions for the way forward...