As I write this post, Rebecca Black has probably gained 100 more views on her YouTube Video, “Friday.” As you read this next sentence, she’s probably gained another 100, and so on. As with viral videos before her, like “The Evolution of Dance” and “Charlie Bit Me”, they have become classics that many will quote, sing, laugh at, and share.
Sharing is the holy grail of the social media ecosystem, and for artists, companies and brands, the viral video is a dream for promoting their brand to millions … or in Rebecca Black’s case, 54,881,694 viewers. Who wouldn’t want their brand blasted all over the Internet for millions of consumers to see? Many companies have now started to hire people solely to create these “viral videos” in hopes that they can create the magic number of millions of views.
But the problem is, viral videos are just that, too contagious to control. In the case of Rebecca Black, she created a video with no intention of it becoming viral and it is now a pop culture inside joke, with more than 90 percent of its millions of views, spewing negative feedback.
Is it possible for a company to create a viral video, before it has even gone viral? Is it too destructive to bank on this type of exposure on the Internet when it can completely dissolve the original message intended? One thing is for sure about viral videos, eyes will definitely see them … maybe even millions.