The key question all companies and brands want an answer to is whether or not there is a recipe to achieving viral coverage for a product they have created. How can they make their photo beat the amount of retweets Ellen Degeneres’ Oscar selfie has got? How do they create something that gains them as much internet traffic as Kim Kardashian’s nude photoshoot brought to Paper magazine’s social media? The answer is no.
No, there is not an exact formula that companies must follow in order to achieve an internet phenomenon. There was a time when the success of a product – for example films – were measured by prestigious awards, such as the Oscars. Nowadays the success of a product can depend on its virality.
Many dedicate their time to creating a product that they hope will be popular with the masses – such as Dove’s ‘Real Beauty Sketches’ video in 2013 – and succeed. However there are also many who put a lot of work into their products – such as CocaCola’s Mexican Christmas advert in 2015 and have failed, in this case it was banned for the use of offensive stereotyping.
Success also happens when it is least expected, like the time Katy Perry was upstaged at the Super Bowl XLIX by her left shark backing dancer. However for every viral product that is created there are millions of other products people have created and displayed on the internet in hopes of becoming an internet sensation and have found no success.
The internet was originally created to protect military data, now its used to debate whether The Dress is blue and black or white and gold. Is this really what the internet was invented for?