I am not terr-i-ble at popular culture. I know that LinLo is going back to jail soon, that the campy Situation appeals to some people for whatever reason and I even TIVO Dancing With The Lingerie Models Stars, you know, so I can see who gets eliminated. Still, it is hard to keep up when you go to bed before 10. So thanks, Newser.
But earlier this week, I was in a meeting and everyone was talking about “The Double Rainbow Guy.” Who? They rolled their eyes at me the way you do at Uncle Curly when he stands on his head at Thanksgiving Dinner because I had no idea who the DR guy was. ”Google it,” they told me.
Turns out the DR Guy’s YouTube thing has almost 16 million views. (Pres. Obama’s Inauguration speech has 4.5 million.)
I admit it, I watched the Double Rainbow video, and still don’t quite get it. I get the dancing babies and all, but this? I am now officially my own dad, I am so out of it.
Which goes to show you that if you are in marketing (Hurry-239 open ‘viral marketing’ jobs at LINKUP.com) and are spending ANY of your time on ways to “GO VIRAL,” you will never-ever succeed at it. It is too random.
Here is the Double Rainbow Video. Will someone please explain this to me?
[youtube OQSNhk5ICTI]
12 users commented in " Viral Marketing and Double Rainbows "
G.L.,
I am a long time reader of your blog yet haven’t really felt like replying to any of your posts until now.
I have to disagree with the ‘not spending any time to go VIRAL’ thought. With the types of analytics available today, it is pretty easy to track a users search habits, their purchasing habits, and their linkback habits. After running many campaigns I must say that after a while you can actually predict with a greater certainty than ‘no freaking clue’ what types of demographics for what type of product will go ‘Viral.’
It doesn’t really come down to marketing at all, but the psychology of the user. Understanding what kinds of users want to impress their friends/online communities with the ‘next big/funny thing’ is what it is all about, and is what is becoming more and more easy to track.
As far as a video meant to make people laugh going Viral…the best stuff on the net is the unplanned stuff. Either where someone is serious and in return making a fool out of themselves, or when something truly organic, rare, and hilarious happens.
In the end, G.L., I like to relate it to Wall Street. Remember the Worldcom bust? Remember why that occurred? Analysts were recommending to BUY stock that they had a personal vested interest in. How is this any different than posting a link to a funny video everywhere and saying ‘go watch this, it is HILARIOUS.’ If time equals money, and views equal money (which, these days, they do…very much so) then I really see no difference at all other than there are no third party investors feeling the burn.
The bottom line is that…while it is very hard to create content that is Viral worthy…it is much less difficult (heck, even simple) to make that content go Viral if indeed it is worthy.
-Pat
Pat…thanks for this insightful comment. Please comment more often. You have made this subject more understandable for us net newbies.
GL–Geez, man, where were you in the ’60s? I’m pretty sure (like ’60s sure) that vid was shot by a friend of mine in 1969 after an encounter with one of those mystery substances. Or maybe it’s just that the audio sounds like the stupid shit we all used to spout back then. Did I say ‘we’, I meant ‘they’, sorry. October is special to me for two things: the guy on the front porch at a party who screamed about the turtles coming every time the Sycamore leaves blew around; and mainly Broderick Crawford Day, October 4th…10/4…Highway Patrol…duh.
Actually, Chris you might be right. I promise to talk gravel-y on October 4th, now THERE is a day to recall. Way to go.
Someone did tell me that the reason these videos are so popular is that we all like to look or watch others who are worse off, dumber, weirder than us. Train wrecks and YouTube videos.
Chemical substances and the appeal of train wrecks explain a lot. Thanks for making all of us feel a bit older.
Don’t worry, John, just think of all our (?) age contemporaries who have not yet seen THE DOUBLE RAINBOW or, even, heard of YouTube.