In an era of Snapchat, Twitter, Instagram, Facebook and Periscope, images, links and videos spread like wildfire in the blink of an eye. While many of those images and videos we’re bombarded with are world and regional news and live events, every now and again we’ll see an interesting product, meme or cat video.
The most viewed YouTube video of all time is Gangnam Style with more than 2.4 billion views (we warned you, it’s catchy) followed by Charlie Bit My Finger (so cute) and a slew of other music videos and Grumpy Cat memes. As PR pros, we dream about 2.4 billion views and we lose sleep over unique monthly visitors and comparative advertising values, but is there a magic formula to obtain this type of traction and what do we do with it once it’s happened?
The quick answer is no and yes. While there’s no specific algorithm that equates to billions of eyes on a product and millions of dollars sold, it’s our job as PR pros to determine the unique qualities of a brand and bring those qualities to light for consumers. We are storytellers at heart; we do all we can to unearth messages that will resonate across the board to a wide variety of audiences. From there, we leverage our relationships and place those stories in outlets and on platforms that we know will generate traction.
So what do we do with this momentum once we’ve obtained it? Quite honestly, we run like hell with it by continuing to tout those achievements on even MORE outlets and propel the brand into selling heaven. As with all cycles that ebb and flow, there’s always a point when the virality of a message ends. So we look for new stories from a brand, and whether it’s a new products, service or milestone, and we begin again.