The cold, hard reality of the matter is that a “make-a-video-that-you-hope-goes-viral” marketing strategy is (most often) a giant waste of time and resources for most companies.

Don’t get me wrong… using video can be powerful. We teach many of our clients how to leverage it in broader social media marketing strategies. But, as responsible, experienced marketers, we must be careful to not perpetuate the too-often-talked-about myths of viral video. More often than not, it’s much more difficult to achieve than people think… and, it’s most often a bad idea.