In an Internet Week panel entitled Can Viral Be Bought, panelists Buzzfeed Founder and CEO Jonah Pretti, BBDO Creative Director Jeff Greenspan and Bnter CEO and TFLN Co-Founder Lauren Leto discuss viral marketing and whether or not it can be bought just like advertising.
In the past few years we’ve noticed an interesting phenomenon: it’s become cool to “like” the ad. This new cultural norm has contributed to making ads viral. It’s ironic. What viewers didn’t like before (ads) have now become cool. To become viral though, somebody has to see it, like it and share it. So the question becomes, “can you buy clicks?” The answer to some extent is yes. If people share it then you can optimize for sharing. Add a little science, add a little art, and share.
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