The misconception about viral content

I was recently talking to a friend who is a successful novel writer and I was offering him a few tips about expanding the audience for his books in order to increase his popularity and ultimately his sales.  At some point he mentioned a small agency who offered to help him to generate some content for social media and he added that they managed to have a video for one of their clients going viral and he was expecting they could do it again for him. At that point I had to warn him that going viral is not something that anyone should or could guarantee and I explained why. The concept of a video (or other piece of content) going viral is when many people start sharing or commenting the content within a very short time, to a point when it gets noticed by a large number of people (hundreds of thousands or millions) who would not be the direct Continue reading

Flash liquid gel: the marketer new excuses for advertising

Watch several adverts for many regular products for personal and house hygiene and the message is more or less unchanged for the last hundred years.  Soaps that clean better, washing up liquids that wash better (more recently they also need less so they help you to save the earth…), shampoo that make your hair beautiful and so on. They keep stating the obvious but simply by using the new endorsement or testimonial from the celebrity of the moment they remind us about that brand or product.  Next time we go shopping, if the product is visible, we are more likely to buy it. I kind of admire new ideas and angles to tell us, yet another similar story, that sticks to our minds.  The advent and amazing growth of social media have contributed to reduce our attention spam to ridiculously low levels so marketers must come with increasingly good ideas just to keep selling the products they advertise. A typical example that comes Continue reading

The Show Must Go On

It seems yesterday when Freddie Mercury died... it was exactly 20 years ago! In a song that for me truly portrays the message of a person who did so much for the music industry and had one of the most amazing voices that rock ever had. Here is the video: