We need a Viral!

"Viral" has been a buzz phrase for sometime and from Enterprises to startup everyone wants one. There is no shortcut to viral, there are millions of content being generated everyday by both users and brand; everybody wants their 15 minutes of fame.

Content generators are pressurized to create humorous, witty, emotional content to stay relevant in the crowded content market and in the process hoping to crack the code. Some brands outsource the works to influencers to get the inorganic trending and engagement; the effects fade fast and results even faster when the same micro influencers start promoting rival brand.

A viral campaign is exactly like a viral fever you notice when it hits you hard and forget about it the moment you get better. People who wants to believe virality is success don't even know how to measure it right. In the pressure of getting it right the brand managers/custodians forget the very brand essence and therefore diluting the consumer connection over time.

Some brands wants to be topical and gets into any buzzword that come in to the market - recent ones "Avengers - End Game" and "Black Hole Photo". How many of us remember them and did they make us buy more stuff or change perception or build association; Answers i am guessing based on my experience will be mostly "No".

To create impact you have to be consistent and pick the tone that resonates well with your audience; very few brands do it well...