Video creates a media firestorm
Ylvis is having a terrific month. The musical act scored a huge hit with the runaway YouTube sensation, “What Does the Fox Say?” Now millions are scouring the web for all things Ylvis. They are sharing other songs ,and introducing all their friends to the unbelievably catchy tune (are you humming it right now?).
But, check this out – of all of this year’s popular Halloween costumes, foxes are near the top of the list. Costumes of anything fox-like are flying off the shelves right along with Duck Dynasty beards. Ronn Torossian says this sort of meta crossover appeal should be the goal of any new popular entertainment act. Not the Halloween tie-in necessarily, but the ability to cross over into another product bracket.
Torossian reminds us that it is not the page views that have made Ylvis a success. LOTS of videos get huge pageviews. It is the appetite created for MORE of Ylvis that is driving their success. That’s the way it is with any product. You might want to give one away, but you need to sell a lot more to find success.
That’s the magic of the Internet. If something hits big, the potential for viral interest, or demand for the product – any product – could be almost limitless. A month ago, Ylvis was a relative unknown. Today the act is worldwide, and a topic of conversation for hundreds of millions on multiple continents.
But, Torossian says, you can’t reach that sort of influence overnight. Internet fame can be notoriously fleeting. You better have something just as good waiting in the wings as an incredible counterpunch. This means marketers have to already be preparing the next great idea before they even release the first one to the world.
This sort of forethought, patience, and professional planning may not be easy, but it is the key to sustained success in any industry.