It seems like every day there’s a new viral video popping up on my Facebook newsfeed or making its debut in Slack.
Our attention online is constantly being torn in different directions,
and what’s popular one day can be forgotten the next. So how long does
the hype really last? We looked at three viral videos from this summer,
and found that internet fame lasts longer than fifteen minutes.
Meaningful Messages Stick
Procter & Gamble’s Always™ brand released their #LikeaGirl video at the end of June. The initial spike in content engagement with the video resulted in a 3,500% increase in activity.
Nearly four months later, users are still engaging with the Like A
Girl video. It may look like engagement fell off completely after the
end of that week, but engagement just appears low relatively to the
first week’s hype.
The video’s powerful message is turning the negative implication of
doing something “like a girl” into a positive message of female
empowerment. It’s a message that’s sticking, as evidenced by the
continued social engagement.
Follow-Up Appearances Keep Them Top-of-Mind
In August, Noah Ritter stole our hearts
during his interview at the Wayne County Fair and was quickly dubbed
the “Apparently Kid.” Videos featuring cute kids are all over the
Internet, so Noah could have easily been forgotten by the next day.
However, content featuring Noah Ritter has been clicked and shared way
more after the initial video than during the week the video was
released.
Noah has accomplished this feat by making appearances that bring him
to the top of our minds over and over again. He’s done memorable
interviews on Good Morning America and The Ellen Degeneres Show.
The popular five-year-old has even landed himself a TV commercial spot
for Freshpet pet food. While his initial interview may be old news, his
popularity isn’t letting up anytime soon.
Humor Doesn’t Hurt
HelloFlo, a tampon subscription service, released their “First Moon Party” video
in June. In the video, a girl fakes getting her period to fit in. Her
mother, who knows she’s lying, throws her an embarrassing “first moon
party.” The clever video made AdAge’s viral video chart, and puts a funny spin on a potentially taboo topic.
The video was quickly spread through Facebook initially, and what
could have been a one-week internet sensation showed engagement through
the entire summer. The video was a funny story instead of a forced
product placement, and consumers kept on watching.
Social Sharing Varies
These three videos have their virality in common, but the services
used to share the videos varied. Since June 1, the First Moon Party has
been most shared to Twitter, Like A Girl has been shared to Facebook,
and the Apparently Kid has been shared most to “Other” services like
Reddit and StumbleUpon.
There
isn’t one social channel for success, and videos can go viral through
different social services. And, in the case of the First Moon Party,
the most popular sharing channel can change. While Facebook was
initially the popular channel for sharing this video, Twitter made up
the bulk of the sharing over time.
There are plenty of viral videos online each day, ranging from cute
puppies to a clip from last night’s TV show. Standing out in the mix can
be tough, and making the effect of a viral video last can be even more
difficult. Having a meaningful message, bringing the topic back in front
of consumers in a new way, and using humor to entertain your audience
can ensure that your fame lasts longer than 15 minutes. www.addthis.com/
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