It irks me when someone from the ad industry declares they’ve just created a new “viral video”. I wonder why they think it’s viral when it’s barely left their office…is it because they think it’s subversive and entertaining? Because it has a ‘forward to a friend’ button? Because it looks “real”? Because they’ve uploaded it to YouTube?
You don’t decide that something is viral – the market does. Come talk to me about your viral video once it has 100,000 hits. Or better yet, when it’s reached the objective the client is expecting. Just because you didn’t pay for the video’s distribution, doesn’t mean that the result is worth anything more than what you paid.