In college, I was active in an organization whose mission was to spread the idea of diversity throughout our campus. We often held small events that were successful but targeted to specific groups on campus. We decided to attempt an event that would appeal to students University wide and also foster cross collaboration across campus organizations.

One of our members had an idea of a multicultural talent show. It was a great idea. There were on campus talent shows, but nothing with the aim to spread culture and diversity. With some planning it came out to be a huge event. We added food, because nothing brings college students together like free food. We had cuisines from different ethnic backgrounds and various cultural performances.

The event was a huge success drawing a huge crowd, and making it the biggest cross-collaboration effort on campus. The event even made it to the front page of The Daily Texan, the campus newspaper.

The following year, when planning got underway to have the annual event, we started hearing of other similar events that were taking place. Most of the events were in the free ethnic food sampling area. We were pleased that our mission of diversity was spreading but felt that others were hijacking our original idea. It seemed they were more interested in the success than the ultimate mission and passion that our event had.

We ended up planning a bigger and better event for the second consecutive year. It was great, and we continued to spread our organization’s mission. Everyone raved for a second year in a row and couldn’t wait for the next year.

What does this story have to do with the proliferation of viral content and everyone’s lack of originality? Well, people saw great success from our event. Others wanted to take our concept and replicate it. They wanted their organization’s name on a successful event. Instead of collaborating and making something great even greater, they wanted all the glory.

People’s original thoughts and creativity is what comes forward to create magical viral content. Original content is what every website, looking to raise their unique page visits and clicks, will share and what everyone on your social media networks then shares as well. The content is so great, and new to us, that we decide we want others to see it as well.

Take for instance the Brian Williams’ “Gin and Juice” rap video by The Tonight Show writers/staff. The video got over 8.5 million views. It was great, it was funny, it was original! It was content that people wanted to share with others after they watched it.

Then, came the others. The outlets that also wanted to gain notoriety. The ones that wanted to replicate something to see if they too would go viral. It almost upsets me that I have to mention them and share their content to prove this point, because it is so bad. One example is a new up and coming TV network, Fusion, who shared a video. It is a direct copy, and unoriginal thought, that imitates the Brian Williams rap video.

Fusion’s Jorge Ramos Rap Video

The key to online, in regards to going viral and people wanting to share content on their social media profiles, is ORIGINALITY! It has to be creative. It has to be new, original, something no one has done before or something no one has done with something that has been around.

The point is that there is no way to replicate content to make it successful online. I often find myself telling clients that there is no sure way of making content go viral. It is a mix of resources, luck, creativity, and most importantly, ORIGINALITY. There is not direct formula for viral content.

Content that is shared for the sole reason to gain notoriety is often subpar. It can ruin your online reputation because people can often see past your content to your real intentions, especially online. People can see fake, and unoriginal comes off as fake. If your sole purpose of posting content online is to gain views, and go viral than more than limey it will not get to that point.
In the case of Fusion, their content is subpar and their brand cheapened. Their brand is then viewed in a negative light. They may gain notoriety for their copycat video, but it may be negative.

With so many brands in the online space trying to gain attention, it can become hard to go the extra mile and think up original content. You have to look for creative people that are going to be able to bring that original content, if you are a major brand. If you do not have the resources to outsource or bring someone on, then you have to put yourself in that creative space and think outside of your comfort zone.

What are your thoughts on originality? What do you think about the Fusion video? Would you share content you believed was unoriginal? Tweet me @DavidRiveraToGo or my blog @Davids_Online