Viral Videos vs. Viral Apps
When considering viral campaigns, there are two main approaches to execution: creating a viral video or creating a viral application.
Viral videos are traditionally-produced linear media, while a viral application is a content engine that allows users to interact with it, edit it or otherwise personalize the experience.
Here is a subjective list of some of the best viral videos and viral apps of all time:
| Viral Videos | Viral Apps |
The Dancing Baby: the 1996 classic 216K gif animation was the first viral video. |
Career Builder’s Monk-E-Mail. Over 100 Million sent. |
Quicksilver Dynamite. Millions of viewers asked themselves, did these kids really throw a bomb into the themes to create a wave to surf on. |
Bob Dylan personalized video. |
Levis back flip into jeans: The brilliant Cutwater clip. |
Subservient Chicken: The 2004 Burger King Classic by Crispin. |
Durex Balloons. What a better way to use condoms? |
And Office Max’s Elf Yourself, of course. |
Both viral videos and viral applications can be very effective in spreading virally and driving results. Here are some observations:
- A user who receives personalizes a piece of media is approx. 3 times more likely to share it than a user who receives a linear video.
- Data collection: Viral applications offer a variety of opportunities to capture data, such as opt in email addresses, interaction rate and detailed sharing and usage reports.
- Taking action: a viral application provides for interactivity, ability to click-through, register etc. Viral videos can display a URL at most.
- Time spent: While a viral video is usually 30 – 90 seconds, users engage on average over 4 minutes with a viral application.
- Engagement value: Time spent on an interactive application can be argued to be more valuable as users are actively engaging with the content, not only passively watching.
Both approaches can drive successful ROI. It’s neither easier nor cheaper to create one vs. another, but in the end of the day, measurable and tangible results can more commonly be had with viral applications.
