Content + Distribution.
You need great content and a great distribution plan. Too often companies have only one of the two. If you have a great video, but are only putting it up on YouTube, you’re missing out. Sure YouTube is the 10,000 pound Gorilla, but there are a variety of other amazing video sites. For example Vimeo, Daily Motion, and MetaCafe.
But, it goes beyond just uploading a video. You can’t simply upload and pray for it to catch on. You need to have a distribution strategy. Part of the distribution strategy is where you upload the video. The other part is how you make people aware of it’s existence. This includes blogger relations, traditional media outlets, social platforms, and even paid media.
The flip side of this are the situations where companies have a brilliant distribution strategy, but horrible content. That my friends is the quickest way to being ridiculed and not finding success.
Long story short, viral success doesn’t have to be a guessing game. It can be formulaic and predictable. All you need is a great content and a great distribution strategy.
Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy. I'm always up for a spirited conversation. These are my thoughts and ramblings, not those of my employer.
