Marketing using mass media is an invaluable tool to your business but how can one achieve the greatest marketing tool to date, the viral video? An article posted October 24, 2013 to the Harvard Business Review is giving business insight into what it takes to construct a viral video to maximize the exposure of your company.  The article illustrates the science behind the viral video and provides three main lessons marketers can take away in an effort to generate a viral video of their own.

Lesson one; create a viral coefficient greater than one teaches us that generated content needs to be sharable. The viral coefficient is the total number of new viewers generated from a single, existing viewer. Once the coefficient slips below one, the sharing potential of the video diminishes incrementally as will its effectiveness as a marketing tool.

Lesson two; Tie your brand to an emotional message. By tapping into emotions of users, the content is more likely to be shared within that user’s community. The generation of emotions makes people more likely to convey these emotions with like-minded individuals.

Lesson 3; Consider the public good  illustrates the need  to generate  emotionally compelling , shareable content that will promote your brand by delivering a message to create awareness for the good of the public.

For an expanded view of what it takes to generate a viral video check out the article by clicking Research: The Emotions that Make Marketing Campaigns Go Viral.

For help generating shareable content and creating a video with the potential to go viral, contact Koreen Hart of Hart Marketing to establish an integrated marketing plan by calling (321)-662-1660 or via email at You can also check out the Hart website at


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