We had a recent request from a client to create a viral video. I told them that is a very hard thing to create particularly if your leadership team is risk averse, as theirs is.

To go viral, a video has to be very funny, quirky, inspiring or gory. It is hard to tell what will catch.

Not to say there are  not examples around. Check out One Direction - What Makes You Beautiful (5 Piano Guys, 1 piano)

This was published July 18 and had just over 2 million hits on Saturday the 21st. It is now (July 23) over 3 million. I haven’t researched it, but I am pretty certain these guys are backed by Yamaha.

The video works. Highlights the brand in a fairly subtle way, catches peoples’ attention and inspires.  It is a viral video that works.

—Michael