Viral Consumer Insights

Implications - After decades of apathy, younger generations are finally developing an interest in politics - largely fueled by the presence of the candidates on the internet. Viral videos are significant drivers of this phenomenon, and often feature slightly offensive comedic remixes or beat boxing.

Implications - Western culture is dealing with conflicting views on aging: on the one hand, there is ageism, but increasingly, age is being seen as an inspirational attribute rather than a limitation. From 82 year old dance competitors to grannies on YouTube, seniors everywhere are proving that age is no limit.

Implications - “Cute” blogs have infiltrated the web, and thousands of “adorable” chain letters and photo blogs later, they continue to captivate online users. Animals have global appeal, extending far beyond any cultural boundaries, giving this genre of images and videos an easy ability to go viral.

Implications - The Dark Knight brought in a billion dollars in revenue just months after its launch. Never before have we seen products launch that can so quickly generate so much revenue. The billion dollar success will change the way big movies are launched and introduce comprehensive launch strategies.

Implications - Flash mobs have become favored attention-grabbers as they not only attract attention from passersby but also generate indefinite publicity when videos are posted and promoted online. Leveraging the power of connection and low-cost of self-promotion lends itself well to the creation of viral, budget-friendly marketing efforts that draw attention locally and globally.

Implications - With a considerable majority of people using the Web as a source of entertainment, photoblogging sites are providing viewers with instant, thoughtless gratification. Photoblogs allow anyone -- not just people with "interesting" lives -- to participate by uploading humorous situations they've encountered throughout their day.

Implications - Using elements of shock or surprise can make for a very successful marketing campaign. In a society that has become a lot more savvy to standard marketing ploys, taking the unexpected approach can drive up a marketing campaign’s chances of becoming viral, talked about and remembered.

Implications - Diesel proves that knowing your audience and where they aggregate can result in viral success. Rather than relying heavily on traditional print and TV media to promote their brand (like many fashion marketers still do), they’re relying on the web to appeal to their younger demographic. Inspired companies should note that their success has been driven by the ability to evoke emotion, usually through shock or humor. And with multiple executions, there’s less chance of message fatigue for an audience that’s easily bored.

Description - Viral videos have become such a major factor on the web that Trend Hunter has launched an entire section featuring more than 1,500 videos this year. This cluster features a random sample of articles related to the category.

Implications - The key to a successful viral marketing campaign is to provide branded content that people will want to pass on organically, without being paid to pass on the message. Most commonly, these take the form of entertaining video clips hosted by YouTube. Not only are viral videos an extremely effective method of getting users to engage with a brand, they can also be very low in cost. The trick is finding a way to break through the clutter.

Description - Parodies of viral videos are proving to be almost as successful as their original videos. Recent spoofs have included impersonators of Miss South Carolina’s speech at Miss Teen USA, heiress Paris Hilton, and remakes of scenes from Hollywood hits, like Zoolander.

Implications - These videos give ordinary web users a chance at internet stardom. For companies, these videos provide an inspiration for home grown spoofs, and also marketing opportunities like sponsoring spoof stars or contests. Even though a lot of these amateur reproductions may seem defamatory to a product, celebrity or business, they still encourage brand interaction and become affordably infectious word-of-mouth campaigns.