CNN Video Interview: How Video Goes Viral
Okay, it might seem a bit strange a 22 year old student is being called CEO or can’t mention specific examples of succesful virals seeded by his company.
But in the CNN video interview below, The CoMotion Group’s CEO Dan Ackerman Greenberg tells how viral videos don’t grow accidentally and need help in the creational process and social media optimization.
Things that leading viral companies like GoViral and ViralTracker have discovered many years ago. And have proved their skills with viral case studies and outstanding technology.
I do agree with Ackerman that the tremendous growth of search points out that social media optimization could look at a profitable future. And seeding is more than uploading a TV commercial to YouTube. Also see the extended post of Ackerman at TechCrunch.
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What I think it strange this guy is CEO of a company, yet can’t explain how people can make money form his services.
He created a lot of buzz around himself and get plenty of attention due to his recent article in which he admitted to using ‘blackhat’ (is that word used in viral marketing) tactics to promote his clients material. He didn’t do himself any favours with that article, or at least not in the world he works in. And he didn’t do himself, his company, or viral marketing in general any favours with this interview.
For us who work professionally with Viral marketing (Optimization, distribution and tracking of Branded Content), this is simply a kick in the face.
Dan is right about one single thing, videos don’t go viral by themselves on Youtube. Getting them to go viral by lying, cheating, stealth approaching and focusing on Youtube anyway is however all terribly misunderstood. Youtube is not Viral marketing at all, and that is to me the most important thing to preach at the moment, following people like Dan.
Next, we need to get back where it makes sense for advertisers and consumers. The concept of Viral marketing stands for more compelling advertising, engagement and likeness from consumers because they choose it themselves. Eyeballs is one thing, and of course it is important, but I wonder who is actually watching Dan’s videos? All the teenagers who surf Youtube because they’re bored in the afternoon? What ever happened to the 50 year development of targeting culminating with the promises of the technology surrounding the internet?
In order to really raise the bar for Viral marketing in the future we need to speak about reaching the right niche environments and the right target markets, engaging consumers with compelling stories, advice companies on getting the content and brand message optimized for viral distribution and a whole lot of other things that we do day in and day out.
Dan just makes the road seem longer and a bit more bumpy.
@ Mads
Fully agree. A newbee rookie that calls himself CEO? Then without hardly any viral experience or skills he starts breaking down the road many viral marketers have paved last 5 years …
I wanted to through my laptop out of the window when I read his TechCruch interview!
Hope we can recover the damage!
Cheers
Fair play to the guy for having his own company at the age of 22 and doing well for himself. It’s just a shame he has no idea what he is talking about and uses his position to shamelessly self promote, whilst damaging the industry he works in.
The worst is that he probably doesn’t even realise what’s wrong with what he is doing.
I should mention that I don’t work in the viral industry myself and don’t know all the mechanics of the process to create a popular viral – but I am pretty damn sure he is taking the wrong direction entirely.