How many times have you heard someone say “We want to do something Viral” or “We want this to go Viral”? Clients see inflated views related to a particular viral campaign and they want the same success. The pressure mounts in all directions to make the content “go viral” and often times quality and authenticity are sacrificed as the discussion shifts toward “viral tactics”.

No longer are we discussing the concepts and virality of the creative, we are now wondering how to get enough eyes on the content to give the perception of a viral success. Meaning scale remains the big indicator for the industry. If you don’t have enough eyeballs, you might not make the next media buy and so the chase begins.

Clickbait used to be the order of the day but with more and more publishers cracking down on the practice, the door has opened to a broader array of tactics that could be considered “black hat” operations inside the industry today.

For more insights read The Confessions of a Viral Publishing Executive >>>