Two competing points of view:
NO!!!
(It’s All Luck!)
Perhaps you’re familiar with the image of a man in Lake Superior, calming his 19-year-old canine companion’s arthritis discomfort. It’s been viewed by over 5 million individuals in the past nine months, transforming numerous lives, my own included.
I’ve had a camera for as long as I can remember, and my primary subjects were invariably my dogs. Therefore, when my photography business flourished in Minnesota and Wisconsin, it was no shock that most of my clients were dog enthusiasts. However, the photograph capturing the bond between a man and his beloved dog in the water turned out to be a whirlwind success that I never anticipated would happen again.
My inclination to photograph dogs had already become my signature style before last summer, and now it’s how I’m recognized around the globe. I first met John Unger seven years ago when he strolled down the street with his rescue dog, Schoep. Our casual conversations over time bloomed into an enduring friendship.
For 19 years, John and Schoep were inseparable. I observed Schoep’s aging process and recognized that his arthritis was severely debilitating. On warm evenings, John and Schoep would splash into Lake Superior together— the only relief that facilitated Schoep to rest comfortably. When I encountered them walking on July 31 and sensed the urgency of their situation, it felt like a crucial moment. I met them at 7 p.m., snapped a picture in about three minutes. It was a stunning shot that I cherished; however, while editing, I thought to myself, Aghh, it feels a touch underexposed. I’m quite harsh on my own work, to be honest.
I posted the picture of Schoep and John on the Stonehouse Photography Facebook page, as I typically do, and conveyed the heartfelt story behind the image. The next day, while capturing moments at a wedding, I found myself gasping in awe each time I glanced at my phone.
Before the moment of John and Schoep—before J.S., as I now refer to it—my most liked photo amassed around 115 likes. This time, the excitement was on an entirely different level. Within one week of sharing, the original image had been circulated nearly 150,000 times, racking up about 25,000 comments and attracting over 250,000 likes.
I can’t pinpoint precisely what caused it to resonate so strongly. Many individuals faced the heartbreak of having to say goodbye to their older dogs, which allowed for personal connection. Moreover, since neither the dog nor the person was distinctly identifiable, it gave viewers the freedom to narrate their own stories. It seems people interpreted it through the lens of their individual feelings.
A few media outlets took an early interest, beginning with the Minneapolis Star-Tribune, which published a brief article about a local photo going viral. From there, subsequent days left me inundated with calls. My voicemail filled multiple times each day. It was an overwhelming, yet wonderful experience that felt utterly surreal.
About six days after I posted the image, Julie McGarvie Unger, John’s sister-in-law and a public relations expert, inquired whether John and I would be interested in sharing Schoep’s story with the press. We had an earnest discussion about how the public was asking ways to support Schoep. I spoke with one woman who offered to fund laser therapy for his arthritis, and it moved me to tears. It was a total stranger with genuine intentions. Donations for Schoep’s well-being began to flow in unexpectedly.
At that juncture, we recognized the positive impact this could generate, not just for Schoep but for other animals, leading us to devise a plan. I placed Julie’s contact number on my Facebook page as well as in the auto-response for my emails. Every day, Julie would rise at 5 a.m. and be glued to her phone until late morning, only to repeat the routine the following day.
We all acknowledged the opportunities this photo provided and appreciated the rapid pace of the news cycle necessitating quick action. Coordinating everything required significant effort. As a self-employed individual, I had no feasible means to take time off. It’s vital to avoid distractions from any viral moment—virality is spectacular, but it doesn’t ensure a steady income. Thus, engaging someone to manage the chaos was crucial. You must act swiftly and manage your time wisely to capitalize on the opportunity presented to you.
The initial days of the national and even global attention felt like an exhilarating ride, yet after a few weeks, it began to settle. Interest in the photo remains, but it has calmed down considerably from the immediate spike following its release.
What prevails now is all the good stemming from this experience. Schoep has transitioned from a candidate for euthanasia to having several more years added to his life expectancy. He now enjoys lengthy strolls with John, his discomfort is effectively managed, and he lacks for nothing. However, the desire for people to assist persists, which led to the establishment of Schoep’s Legacy Foundation in partnership with organizations focused on animal and human welfare. We committed to this cause and shared it with the media, sparking another wave of attention.
Eventually, we required some space to breathe. Instead of continuously posting on our Facebook pages (both my company’s and the one for John and Schoep), we dialed back our activity, resulting in significantly slower growth for those platforms. Nevertheless, inquiries about worldwide photo prints continue to flow in.
I believe that videos, photographs, or social media posts achieve virality on their own. Orchestrating virality isn’t always feasible. Yet if it does happen, and you’re adaptive and prepared to seize the moment, you can tie together media, web presence, business, and narrative to maintain ongoing interest. A willingness to invest considerable time and resources is essential to nurture and expand the phenomenon. People require clear avenues—buttons to click for donations, a directed place to send their checks. All of this preparation needs to happen swiftly.
I had the technological infrastructure ready to ride the wave of viral success. I’ve leveraged Facebook to build my business, ensuring that my watermark is prominently featured on every shared photo. The organic nature of this phenomenon means that without a solid foundation prepared in advance, the moment could vanish before you even realize.
Exciting developments have unfolded at Stonehouse Photography since the photograph gained traction online. My aspiration has always been to photograph animals and document the connections they share with humans. I’ve been attracting more clients and engaging with fellow photographers seeking guidance.
But beyond that, I have the privilege of bringing happiness into others’ lives.
***
YES!!!
(Here’s the Recipe!)
Repeating the success of viral videos is certainly no simple feat. It resembles attempting to hit a home run consistently in the same location or completing the same game-winning touchdown pass repeatedly. It can be argued that a significant number of remarkable catches, home runs, and viral videos are merely products of fortuity, occurring due to the right blend of factors that yield maximum engagement.
Conversely, one might argue that a certain degree of refinement is necessary—without it, a wide receiver could miss out on that spectacular touchdown catch, and a batter wouldn’t have the prowess to hit consecutive home runs. Garnering discussions around your business via viral hits is no different. In my role as “Ambassador of Buzz” at Grasshopper (providing business communication solutions via mobile technology), I’ve spearheaded various viral campaigns. Those who achieve consistent success do so as a result of relentless effort and dedication.
I admit there are instances of viral phenomena that tap into an enigmatic pulse that instantly catches the public’s fascination. For example, South Korean artist Psy skyrocketed to fame with his Gangnam Style video (over a billion views), managing to strike a chord with humor, catchy dance moves, and a popular song, which doesn’t lose its appeal even without its video.
The odds of your video achieving the phenomenon of Gangnam Style are likely slim; however, there are actions you can take to enhance your chances for long-term viral success. Simply put, it involves creativity, daring to explore unconventional ideas, and applying yourself wholeheartedly.
For years, videos have been part of the Grasshopper brand. We aim to empower entrepreneurs to thrive using our mobile telecommunication resources. To that end, we established a YouTube channel to engage our target audience and inspire individuals to pursue their ambitions. Over time, we’ve developed several videos that have resonated greatly, functioning within the same framework as high-profile web content.
Three fundamental elements contribute to a victorious viral campaign and often lead to successful outcomes:
• Anticipate emerging trends.
• Ignite conversations.
• Avoid cheesiness.
If you were seeking a remarkable secret to the puzzle of viral success, I must regrettably inform you that no magic solution exists. Exceptional filmmakers may spend years on a project, and even then, success eludes them occasionally. Their process, however, demonstrates that investing time in thoughtful planning and execution leads to an excellent outcome.
At Grasshopper, we believe our experiences could hold valuable insights for any business aspiring to thrive in the viral landscape.
Back in 2009, we opted to rebrand from GotVMail to Grasshopper. We needed a compelling vehicle to convey the essence of what Grasshopper signified to our entrepreneurial clientele. Thus, we produced a video titled Entrepreneurs Can Change the World.
What we created was quite simple: a 2-minute and 20-second piece featuring text and animation that anyone with decent software could produce, paired with uplifting music. Its greatest strength lay in resonating with a universal sentiment among entrepreneurs: Anyone possesses the power to impact the world. Timing also played a role, as the video launched just as the recession hit America, encouraging viewers to remain optimistic about their futures. We recognized there were entrepreneurs everywhere, and aimed for the video to resonate with their fervor. Over a million views later, the video continues to be shared.
The essential takeaway is to consider your audience. What role do you play within that community, and how can you communicate on their behalf?
Moreover, having an avenue for distributing your viral sensations is crucial. You must have a method to share your message so that it reaches people and they can spread it further. Buzz and word-of-mouth promote positive online perceptions time after time.
To promote the Entrepreneurs Can Change the World video and reintroduce our brand to customers, we sent packages of chocolate-covered grasshoppers (the real deal, by the way) to 5,000 influential individuals across the United States.
These packages were intentionally vague, simply encouraging recipients to indulge in these grasshoppers. A web address provided more information, which piqued curiosity and prompted viewers to check out our inspiring entrepreneurship video.
Our strategy paid off, and our freshly branded company quickly garnered the target audience’s attention. For this first major viral marketing endeavor, it was imperative to think boldly, innovatively, and create buzz. Presenting your viewers with an engaging challenge fosters conversations among their peers regarding your brand. Every marketing strategy requires a solid delivery mechanism, and ours just so happened to be 25,000 chocolate-covered grasshoppers.
Reproducing the success of that initial YouTube phenomenon repeatedly has required patience and thoughtful planning.
Our video content has consistently highlighted honesty, connecting deeply with entrepreneurs. Following the strides made through our first big viral effort, we noticed the expanding definition of small-business owners and crafted another empowering video aimed at a new generation of tech-savvy, entrepreneurial individuals.
We created a parody of the massively popular song “Empire State of Mind,” featuring Jay-Z and Alicia Keys. Rather than their catchy chorus of “Let’s hear it for New York,” our rendition celebrated The New Dork (Entrepreneur State of Mind). Social networks, what dreams are made of, there’s nothin’ you can’t do, now you’re The New Dork!
We openly embraced the notion of this being a promotional advertisement for Grasshopper, as we avoided being overly cheesy or pushy with directing traffic to our website. Primarily, it was an emerging trend in entrepreneurship that we were eager to share. The video now has approximately 1.4 million views.
Subsequent to this, we’ve seen smaller triumphs—S*** Entrepreneurs Say, which leveraged the popular Internet meme, in addition to Women Can Change the World, both released in 2012. We’re perpetually brainstorming new ideas for our next potential viral hit. Our aim is to create videos that motivate viewers. Genuine engagement with your audience is essential; if you’re disingenuous, they will recognize it right away.
If you remember that viral sensations often stay a step ahead of the curve, induce dialogue, and steer clear of cheesiness, you’ll establish a solid groundwork to build upon. Utilize an effective delivery approach for your videos, embody honesty, collaborate with your audience, and introspect whether you’d recommend the video to a friend.
If you cannot endorse it in that way, it’s time to return to brainstorming to devise something worthy of a friend’s viewing.
Eager to explore more about achieving virality now…? Well, go get ’em, tiger… and good luck!
