I’m sure almost everyone has a friend who has posted a link to the Invisible Children’s video promoting the “Kony 2012”campaign on Facebook within the past week or so. This video has started a worldwide debate on the situation with Joseph Kony and the LRA (Lord’s Resistance Army) in central Africa and has proven the viral power of social media.
Invisible Children’s video was posted on Monday, and has garnered an astonishing 55 million views as of the last time I looked. As the video gained momentum on YouTube, Twitter, and Facebook, it was picked up by news organizations, bringing more awareness to it, and further increasing viewings.
What makes the fact that this video has gone viral so astounding is that, historically videos about humanitarian and social injustices do not typically spread in this fashion. The fact that this video is 30 minutes long makes its viral nature especially interesting, because a main rule of making a viral video is keeping it “focused, consistent, and SHORT.”
So what was it that made this video viral? Most people I have talked to say it’s because of the power of Invisible Children’s message. However, as Curt Hopkins said, many other non-profits have launched video campaigns full of good messages, but they haven’t caught on anywhere near to the extent of “Kony 2012.”
After watching this video, I personally think the reason this video was so successful was its strategic decision to target Generation Z.
Generation Z has grown up with technology, and has a natural appetite for global information. This generation also has a need to express themselves and share causes they care about. Generation Z also values making an individual difference, and are quick to action.
By sharing this video through YouTube, asking viewers to make a difference in Ugandan’s lives by spreading awareness and sharing the video through social media sites, in addition to asking entertainment and political figures to make capturing Kony a high priority for 2012, Invisible Children strategically targeted Generation Z. This is what differentiates its video campaign from similar attempts by other non-profits.
It’s quite brilliant when you think about it. You hear a story about someone your age going through this nightmarish situation, and you are able to help save their life and provide them a better future by simply spreading awareness. If you just finished watching this video on YouTube, you are most likely simultaneously on Twitter and Facebook, so you can share the link in seconds and feel like you are making a difference by doing so.
Another reason this video went viral by targeting Generation Z, was that this generation wasn’t aware of Kony and his crimes. Kony has been committing these crimes for the past 26 years. The only major section of the population left to spread awareness to is Generation Z and as the largest users of social media, they are easy to reach.
This video shows the powerful capabilities social media can have to share an idea given the right strategic decisions.
For those of you interested in the media storm this video has created, here are a few links to articles on both sides of the debate. Happy reading!
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