Start Up Blog

The single truth about viral activity – It’s just scenery

Posted in entrepreneurship by Steve Sammartino on June 20, 2014

The internet is an infinite ever expanding place. We all live inside of it, move around it and want our share of attention and activity from it. The ultimate thing we all seem to want (even if secretly) is to get everyone to pay attention to our blog post, video, social feed, pithy statement of insight and all other forms of digital output. That’s the promise of something going viral. Because if we get that attention, if everyone catches on and shares our work, we’ll be on the path the greatness. We’ll have broken through the masses and be able to leverage the focus on us. Turn attention into a relationship. That’s the promise of being shared on the Verge or Buzzfeed or Viral Nova. But here’s the truth about that piece of viral marketing. It doesn’t work, it rarely has impact and is a fleeting moment, a shooting star, a moment from which the utility is the moment itself. It expires quickly.

What we need to imagine is this. The internet is a giant beach. We are all grains of sand on that beach. Some of us try to be more than a single, undifferentiated grain of sand. We agglomerate, co-ordinate and try and turn ourselves into something worth noticing. Maybe we become a beautiful sea shell. Beautiful enough for the the people walking along that beach to stop and take notice. They might see us, pick us up and inspect the sea shell. Comment on the sheer beauty, show their friend who they happen to be walking along the beach with. We get passed around, and we become the moment. They might even take the sea shell – save it – put it in the pocket and take it home, because it’s valuable – add it to their ‘favourites’. But what we must really understand is that they will keep on walking. The passer by is not there for us. Even if they are walking along the beach (the internet) to see and find interesting things, we can only ever be one of those things that makes their journey interesting. They continue on with whatever it is they are doing and onto their destination.

sea shell

Viral activity, in real terms is just scenery. And I should know. I’ve had a number of blog posts with more than 100,000 views. I’ve had 2 videos with millions of views. And I’ve been featured on all those websites mentioned at the the start of this blog post. And the over riding lesson is that people get on with their lives. Viral marketing is only effective when there is a formula for repeated impact – a business model around it, which is not easy to do. If we want the impact that we falsely believe viral marketing can create, then we’d be better off focusing on utility and frequency. That is creating something which has utility for the people beyond the moment. Utility which is worth coming back for again and again. And what that takes isn’t luck, it’s more about hard work serving others over long periods of time.

 

The attention economy

Posted in entrepreneurship by Steve Sammartino on March 21, 2012

My regular readers will know that 2 weeks ago I released a video of a Lego Space Shuttle that we got into actual space. Quite frankly I was surprised at how much attention it got both on-line and in mainstream media (TV, newspaper, magazine & radio). It has had over 1 million views on Youtube alone. It really got me thinking about what tends to win attention in today’s connected economy, and although I don’t really know the answer, it feels more like simply joys and personal interest work better on line than commercial intentions or hard nosed value equations.

And while I’d much rather one of my businesses get this amount of coverage – it has lead to a lot of interesting business opportunities and offers. The attention generated has become its own asset. It has become a proof point in the people behind it and so it creates intrigue from others who want to simply do cool stuff.

So the question for startup entreprenuers is this:

What cool side projects can we do to generate attention around, so that our bigger ideas can attract the resources they need?

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