"Make a Viral Video"

As marketers we've all heard it.  Marc Schiller at Hyperempowered has a perfect response to this request ...

As a digital marketer, I'm not a big fan of creating viral videos. 

The reason for this is that the manner in which most viral videos are being produced today is based on an old model of the web that no longer exists. For most of us, we no longer email things to our friends or chat about them in chat rooms or message boards.  We no longer email anything to anyone. We simply share it on places like Facebook, MySpace, Flickr, de.lico.us, Digg, and Stumble-Upon,

For me, it's very simple. There are only two types of content: 

Things that people want to share and things that people don't.    

So rather than creating viral videos (that most often fail because they try to hard to be "viral"), brands should be creating videos that people actively want to share. 

A good example of this is the "Balls" video that Sony Bravia produced last year [see below]. 

The commercial, featuring over 170,000 bouncing ball continues to be incredibly viral on the web, now over a year after it was first introduced on the net. As of this week, well over a million people have watched it on YouTube alone.

The important thing here is to realize that the most viral videos weren't conceived to be viral. They were conceived to be good.

[youtube http://www.youtube.com/watch?v=oP5J4W5GQ3w]