Prior to entering journalism school, I interned for the digital department at an entertainment company in NYC. One main objective at this company was to create videos that had the potential to get lots of views, i.e. videos that would go “viral.” As long as the videos were entertaining and attracted lots of eyeballs, they were considered successful.
I began to understand what made these types of videos popular, but I wondered if the producers of videos that dealt with more serious topics followed the same guidelines. Was there someone in every newsroom video department saying things like, “Make that petty theft more entertaining, so it gets more views”?
There are some companies out there who are successful at getting more important stories to go viral – Mashable, BuzzFeed and YouTube are some of the better-known examples. In journalism school, we didn’t learn “the rules” of producing viral news content. Do rules even exist?