The Myth of “Going Viral”

SEPTEMBER 14, 2018

According to Derek Thompson, Atlantic senior editor and author of “Hit Makers: The Science of Popularity in an Age of Distraction”, nothing “goes viral.”  There is a calculated reason why some of the worst films become cult classics, while masterpieces can fade into obscurity. The same idea can be applied to the marketing industry. Even the most impressive advertisements don’t go viral. It takes more than a great knowledge of color and design to create an impressive ad. Let’s see how to go viral!

The first key to having the most effective advertisement is “exposure”. The popularity of a book, song, person or  ad, is about more than quality, it’s about How, Where, and When does the consumer encounter your ad?

The next key is to always innovate.  Raymond Loewy, a Franco–American industrial designer who achieved fame for the magnitude of his design efforts across a variety of industries, believed that, “The adult public’s taste is not necessarily ready to accept the logical solutions to their requirements if the solution implies too vast a departure from what they have been conditioned into accepting as the norm.”

In other words,  to create a new product whether, it is music, a movie, or a commercial, you need to combine new and advanced ideas with things that are familiar to your audience. Things that they feel attached to, but with a new twist. Having a successful design means balancing between these two things.

So, to be seen in the age of digital media, you need to know How, When and Where to present your product. Also, the best designs are not the ones that are too creative and ahead of their time, the BEST designs are the ones that engage their target audience.