(empo-utoobd) On planning for viral videos

Don't:

Marketers often add viral videos to marketing plans as if “viral” is as predictable as the circulation in a coupon drop or the number of samples in a sampling event. What marketers forget is that no one can create a viral video. We can only create quality content that may or may not go viral.

Be sure to read the rest of Tom Fishburne's post to see how Orabrush got 46 million YouTube videos, even though you really can't make a viral video about a tongue scraper.