David Erickson, Karwoski & Courage‘s VP of Online Marketing, was quoted in this story about the social media Shorty Awards. Specifically, he discussed the reasons why some content goes viral:
Coke’s Happiness Machine video has more than 6 million views on YouTube. Coca-Cola has more than 200 thousand subscribers on the its channel, but the critical mass of followers is only a part of the reason it went viral, said David Erickson, vice president of online marketing at Karwoski and Courage.
“The reason people shared it was because it was delightful,” Erickson said. “What makes it delightful and worth sharing is the expressions of the people interacting with the Happiness Machine.”
“Having a critical mass of followers on social channels certainly helps content go viral but it’s not necessarily required,” Erickson said. “If the content isn’t compelling, no amount of followers will make it go viral.”