The Dark Side of Going Viral

As part of this week's discussion, we talked about viral videos and their possible effects on an organization. In a lot of cases, individuals and businesses would love to 'go viral.' However, going viral isn't always a good thing.

In today's social media-driven world, the dream of creating viral content that takes the internet by storm and catapults your brand to fame and fortune is more alive than ever. But the truth is, going viral can be a double-edged sword. While viral content can bring incredible exposure, it can also cause damage to your brand's reputation and bottom line. In this post, we'll take a look at some examples of viral content gone wrong and explore the risks of pursuing viral content at any cost.

The Curse of the Ice Bucket Challenge

Remember the Ice Bucket Challenge? In 2014, this social media phenomenon swept the globe, with celebrities, politicians, and everyday people dumping buckets of ice water over their heads to raise awareness and funds for amyotrophic lateral sclerosis or ALS research. It was one of the most successful viral campaigns of all time, raising over $115 million for the cause, according to NPR.

But for some, the Ice Bucket Challenge had unintended consequences. In Ohio, a teenage boy with autism was duped into taking the challenge by a group of classmates who poured urine, feces, and other disgusting substances over her head instead of ice water. The video of the incident went viral and caused outrage around the world, shining a spotlight on the dark side of viral content.

Similarly, some participants in the Ice Bucket Challenge were criticized for wasting water during a time of drought, and for failing to educate themselves about the cause they were supporting beyond the surface-level awareness-raising of the viral challenge. The backlash was a lesson in the dangers of blindly following a trend without considering the consequences.

The Fyre Festival Fiasco

In 2017, the Fyre Festival promised to be the ultimate luxury music festival experience, with promises of white sand beaches, gourmet food, and celebrity attendees. But when attendees arrived on the Bahamian island where the festival was supposed to take place, they were met with disaster.

The reality was far from the promises: the festival site was a chaotic mess of half-built tents, the food was meager and low-quality, and there was no sign of the celebrities that were promised. Attendees were stranded without adequate food, water, or shelter, and the event ultimately devolved into chaos.

The fallout from the Fyre Festival was severe, with the festival's organizers facing criminal charges and multiple lawsuits. The incident was a stark reminder of the risks of overpromising and underdelivering in pursuit of viral success.

The Tide Pod Challenge: A Lesson in Poor Judgement

In 2018, the Tide Pod Challenge took the internet by storm, with teenagers daring each other to eat the brightly-colored laundry detergent pods. The challenge quickly went viral, with videos of teenagers gagging and coughing up the toxic detergent spreading across social media.

Not only was the Tide Pod Challenge incredibly dangerous - ingestion of laundry detergent can cause serious harm or even death - it was also a case of poor judgment and lack of foresight. Tide's parent company, Procter & Gamble, was forced to issue warnings about the dangers of consuming their products, and the challenge ultimately served as a cautionary tale about the perils of viral trends.

The Risks of Going Viral

While these examples may seem extreme, they serve as important reminders of the risks of pursuing viral content at any cost. When brands and individuals focus solely on creating content that will 'go viral,' they risk sacrificing authenticity and integrity in the pursuit of fleeting internet fame. The consequences can be severe, from reputational damage to legal liability and even harm to individuals.

Instead of chasing viral success, brands and individuals should focus on creating meaningful, high-quality content that aligns with their values and resonates with their target audience.

Making it personal...

The picture below was from a restaurant in Atlanta that was receiving a lot of buzz. It was owned and operated by a famous rapper and from the reviews the food was exceptional. Because of that, a friend and I decided to take a trip to visit the restaurant, and to say the least it was lack luster.

The inside of the building was very pretty and aesthetically pleasing, but the service and quality of food were not up to par. Needless to say, we were fooled by the hype surrounding the restaurant.

Very cute picture, not so cute business.