{"id":1306,"date":"2023-02-20T15:03:48","date_gmt":"2023-02-20T14:03:48","guid":{"rendered":"https:\/\/brigittekaps.com\/your-video-went-viral-whats-the-next-step-in-your-media-strategy\/"},"modified":"2023-12-07T10:39:47","modified_gmt":"2023-12-07T09:39:47","slug":"your-video-went-viral-whats-the-next-step-in-your-media-strategy","status":"publish","type":"post","link":"https:\/\/brigittekaps.com\/en\/blog\/your-video-went-viral-whats-the-next-step-in-your-media-strategy\/","title":{"rendered":"Your video went viral. What\u2019s the next step in your media strategy?"},"content":{"rendered":"<p>Leaders dream of going <a href=\"https:\/\/www.youtube.com\/watch?v=9yzMu64q9hA\" target=\"_blank\" rel=\"noopener\">viral<\/a> with their messages. \u00a0After all, it could mean instantly capturing the attention of crowds of people, garnering hundreds of thousands, even millions of views and internet fame that could lead to unprecedented brand awareness. But publicity often comes with a price; sometimes, the situation can go in a direction you never expected. Either way, it\u2019s essential to be prepared for all kinds of positive or negative outcomes whenever the media is concerned because one of the consequences of going viral is that the brand becomes the cynosure of attention, which doesn\u2019t always have to be a good thing.<!--more--><\/p>\n<h2>Pepsi, United Airlines, Balenciaga: when it\u2019s for the wrong reasons\u2026<\/h2>\n<p>Negative virality\u00a0can adversely affect a company\u2019s image and prospects. Over the years, several brands have come under fire for various reasons. Sometimes, the messaging has been mixed with unintended results, as in the case of the infamous\u00a0<a href=\"https:\/\/www.nytimes.com\/2017\/04\/05\/business\/kendall-jenner-pepsi-ad.html?_r=0\" target=\"_blank\" rel=\"noopener\">Pepsi\u00a0advertisement<\/a> featuring Kendall Jenner. Sometimes, the actions of the people involved have caused harm to the public. Remember the appalling\u00a0United Airlines\u00a0video of a passenger being dragged out? And sometimes, it has been a clear case of what they were thinking. Balenciaga\u2019s clothing advertisement with\u00a0children\u00a0that backfired comes to mind.<br \/>\nWhat should an organisation do when they\u2019ve gone viral for all the wrong reasons? The impact could be long-lasting if they don\u2019t take specific steps to control the narrative. Here are some of the steps that they should take if their name is in the news for the wrong reasons:<\/p>\n<ul>\n<li><strong>Be prepared<\/strong> \u2013 Brands should be aware of the importance of being ready for all sorts of contingencies, which means training and planning for negative publicity.<\/li>\n<li><strong>React appropriately<\/strong> \u2013 Hoping that the news will die down is not a good tactic because it always remains on the internet. A good plan could be to apologise and to show that you mean it. Many people today expect transparency and accountability from leaders and brands. Saying sorry also has to be accompanied by an action that shows you want to make reparations. It could be by offering training to employees or donating to a worthy charity.<\/li>\n<li><strong>Get an endorsement<\/strong> \u2013 If possible, getting an endorsement or a few words of encouragement from a leader in the industry, preferably a video message that can be broadcast, might help get out of the sticky situation. The idea is to reinforce your and your organisation\u2019s character and to admit that the mistake doesn\u2019t mean that the brand should be written off entirely.<\/li>\n<\/ul>\n<h2>When it\u2019s for the right reasons\u2026<\/h2>\n<p>Positive virality is everybody\u2019s goal. How will you use this windfall to ensure you don\u2019t lose the momentum you\u2019ve gained? Here are some pointers to keep in mind when your brand is in the news for all the good reasons.<\/p>\n<ul>\n<li><strong>Protect your content<\/strong> \u2013 Before your video or post goes viral, you need to make sure that your content is protected, just in case it does. Asserting your digital rights proactively can go a long way in preventing various hassles in the future. Apart from that, here\u2019s a handy <a href=\"https:\/\/vydia.com\/sxsw-2018-truth-viral-protect\/\" target=\"_blank\" rel=\"noopener\">checklist<\/a> of things to remember before putting out any video in the first place.<\/li>\n<li><strong>Make yourself accessible<\/strong> \u2013 People who have discovered you or your brand through a viral video might want to look you up, to see what other work you have done. It\u2019s important to make sure that your brand\u2019s social media profiles reflect what you stand for and give new visitors an idea of who you are.<\/li>\n<li><strong>Encourage visitors to find you<\/strong> \u2013 Make sure that there\u2019s a call to action at the end of future videos and that it links back to your profile. This will encourage new followers to discover more about you, learn about your brand and help them become loyal fans.<\/li>\n<\/ul>\n<p>Since there\u2019s nothing predictable about the internet, it\u2019s not easy to predict which video will go viral or why. It\u2019s a good idea to be prepared for both sides of the situation in any case. The other thing to remember is that going\u00a0viral\u00a0creates pressure on not just your brand, but also the backend team, whether it is sales and marketing who have to keep up with the sudden popularity. Going \u00a0viral is not all that it\u2019s made out to be.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leaders dream of going viral with their messages. \u00a0After all, it could mean instantly capturing the attention of crowds of people, garnering hundreds of thousands, even millions of views and internet fame that could lead to unprecedented brand awareness. But publicity often comes with a price; sometimes, the situation can go in a direction you&#8230;<\/p>\n","protected":false},"author":5,"featured_media":1293,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":["post-1306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-communications-strategy"],"_links":{"self":[{"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/posts\/1306","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/comments?post=1306"}],"version-history":[{"count":0,"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/posts\/1306\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/media\/1293"}],"wp:attachment":[{"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/media?parent=1306"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/categories?post=1306"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brigittekaps.com\/en\/wp-json\/wp\/v2\/tags?post=1306"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}