“I don’t believe in viral videos”
February 16th, 2010 at 12:35 pm ETFrom Rob Davis, the leader of Ogilvy’s interactive video practice:
I don’t believe in “viral videos.” The “post ‘n’ pray” fantasy of putting a video on YouTube and having it magically spread to a zillion users ignores the importance of engagement and placement. I guarantee you that the million-views-a-day video has good content and at least one of three other elements: a channel with an existing audience, a strategic placement (paid or earned), and the appropriate level of engagement.
Hear, hear. Dear Interweb: more of this kind of sensibleness, please…
hat tip: Chris Royalty
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Rich Mintz blogs on online fundraising and social media, American history and culture, bicycling and urbanism, food, technology, and other topics. Professionally, he's an expert in fundraising, constituency development, and social media for nonprofits, cultural organizations, cause-related marketers, and corporations. He is based in New York, where he serves as Vice President, Strategy, for 
