“ Media is all about building habits. Successful producers bind an audience to their creation, building an insatiable hunger for the next installment, next episode, next post. But when you focus on viral success, you throw that focus on repeatability out the window. By its nature, viral videos are designed to surprise, titillate and entertain. They are, by nature, unique; the 27th keyboard cat or the 12th dancing baby is just plain boring. But once video producers taste the heady success of a viral hit, they keep trying to re-create lightning in a bottle.”
Revision 3’s Jim Louderback on why viral videos aren’t worth it. Wise words. Read the whole piece. (Via Advertising Age)
