…Asked what the current industry “threshold” is for a corporate video to be deemed “viral,” Feed Co.’s Josh Warner responded that it might be time to retire the term altogether.
“Viral is a myth,” he told an attendee at OMMA Social in New York. “I’m over viral completely and utterly.”
Instead of planning for a viral result, Warner said he tells Feed Co.’s clients to “dig deep to get quality engagements.”
“You can go out and pound views through a [media] buy,” he said, adding that ultimately that will just get you a paid media campaign. He even suggested that a popular industry viral video chart should be re-branded as a “paid media chart,” because most of the campaigns on top of it are actually paid media campaigns, not naturally occurring viral upticks…