The Importance of Performance in Viral Campaigns

Publication: Adage

Title: Why Performance Is the Secret Sauce of Going Viral: Think Less Like a Movie and Try to Create an Unfolding Story That Keeps People Coming Back

Article by: Bob Knorpp

http://adage.com/article/cmo-strategy/performance-secret-sauce-viral/229172/

 

Bob Knorpp examines the importance of performance in viral campaigns and videos.  He says that, of course, great content is necessary for videos or campaigns to spread, but really the content needs to have an interesting back story, something that can enhance, or go beyond the content.  People need a reason to keep coming back.  The performance should have a multi-layered story that people want to keep uncovering.

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