Should Your Business Aim for Viral Video Success: Exploring Real-Life Cases

Going viral! It’s a phrase that’s captured the imaginations of many, especially in our digital age. A single piece of content spreads like wildfire across the internet, earning millions of views, shares and comments. But for businesses, is aiming for a viral video the right strategy? Let’s delve deeper into this question by examining real-life examples.

1. The Unexpected Heroes: Dollar Shave Club

One of the most cited examples of business virality is the Dollar Shave Club’s initial ad. With a humourous take on something as mundane as buying razors, the brand garnered over 26 million views. This wasn't just a funny video; it was an introduction to their subscription service, which translated into real customers.

Pros: Significant brand visibility, immediate sales boost

Cons: High expectations for future content

2. Playing With Emotions: Thai Life Insurance

Thai Life Insurance has become renowned for their touching commercials. Their “Unsung Hero” ad amassed millions of views by pulling at the heartstrings. This kind of emotive content can resonate deeply with viewers, promoting brand loyalty.

Pros: Positive brand association, memorable content

Cons: Potentially alienating if the emotional tone doesn't resonate with everyone

3. Leveraging Current Events: Oreo's Super Bowl Tweet

When the lights went out during Super Bowl XLVII, Oreo quickly tweeted “You can still dunk in the dark.” This real-time marketing move wasn’t a video, but it showcased the power of being timely and clever.

Pros: Showcases brand agility, relevance in current discussions

Cons: Requires immediate response and can be hit-or-miss

Should You Aim for Virality?

While the allure of going viral is tempting, it comes with its own set of challenges:

• Unpredictability: There's no guaranteed formula for virality.

• Maintaining Momentum: Once you have the world’s attention, how do you keep it?

• ROI Concerns: Viral content can be a hit in terms of views but may not always translate to sales or long-term customer loyalty.

• Potential Backlash: If content is misconstrued or deemed inappropriate, the negative press can be detrimental.

For businesses, it’s crucial to determine the ultimate goal. If it’s brand awareness, then virality might be the golden ticket. However, if it's a deeper connection with a target audience or consistent sales growth, then a more measured and sustained video marketing strategy could be more effective.

In Conclusion:

Aiming for virality isn't a one-size-fits-all strategy. While it’s worked for some companies, it’s been less effective, or even detrimental, for others. The key is to understand your brand, know your audience, and create genuine, compelling content that resonates, whether it goes viral or not.