“We’re shooting for at least 1,000,000 views”

One of my pet peeves is when folks put together an e-mail, microsite, video or other content and say to their colleagues, “Ahem. We think this one is definitely going viral.”

Really?

I just don’t think anyone knows which x-factors contribute to a video getting a million hits or an e-mail being passed around. The power is in the consumers hands. All marketers can do is produce interesting and relevant content and support it with social media and e-mail marketing.

Although viral marketing sounds like an oxymoron, I have written about it in two very different posts:

  • One article is a quick interview I did with leading fundraisers about promoting viral campaigns. There are real tips in here about how organizations like PETA use newsworthy items, incorporate blogging and social media and setup response channels for viral campaigns.
  • I also just wrote an entry today on blog.psprint.com about the ubiquitous OBEY stickers, how they “went viral” back in the early 90s, and how marketers today can use online to promote sticker campaigns of their own.

One Response to ““We’re shooting for at least 1,000,000 views”

  • I know exactly what you mean. What kills me is when people think they’ve put out something really “edgy” and “cool” that everyone will start forwarding to their friends.

    Please.

    Your campaign to sell software that helps build and distribute CRM campaigns is not going to get forwarded to millions of friends (unless of course you’re sending out spam.)

    That doesn’t mean people don’t want to know about it. Or that thousands of people aren’t in need of your product — they are. But don’t try to be something you’re not. Your product is likely about as edgy and cool as your dog’s nail clippers. Not exciting, but hey, pretty darned useful.

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