[Charles Trippy, http://www.behindthescenestv.net/]
Charles Trippy, creator of Internet Killed TV commonly known as CTFxC (Charles Trippy Family Core), describes the making of viral videos as both "an art and science". According top Trippy, the making of viral videos is a science in the sense that one has to create content that people will want to share through social tactics. These kind of videos are exactly what marketers and advertisers have been looking for; a quick response for the consumer and fast sharing, publicity at it's best.
From a Integrated Marketing Communication point of view, this phenomenon is the answer to the prayer of many a practitioner. Viral videos allow for practitioners to create videos that people will be able to share through social media and email. These videos are created to speak to ones emotions and since it is a human instinct to share emotion, be it good or bad, the video is catapulted into instant stardom. One example of such a video is Kony2012, which I have spoken about previously in this forum, it spread like wildfire within 24 Hours of its release by the Invisible Children Org [Watch Video].
Through Viral Marketing, as it is commonly referred to in industry, practitioners manage to get people talking and sharing information about their product and/or service. These videos generally have to be witty, funny and of conversational value, otherwise they are of no use. One company that managed to take advantage of Viral Marketing is Audi, with their, Audi Olympic viral campaign [Watch Video].
