Unless you’ve been living under a rock for the past week or so, you’ve probably seen the now infamous “Twerk FAIL” video featuring a girl who was apparently filming a twerking video for her boyfriend, only to have the entire episode end in comedic disaster. If you haven’t yet seen the video, you can view it below. Interestingly enough, the video was posted about a week ago with no fanfare, promotions, or any type of marketing campaign around it whatsoever. In fact, the video was simply posted to YouTube one day, and a week later it had over 9 million views. Right now, it is sitting at 11 million plus views and that number continues to grow, especially now that everyone knows that Jimmy Kimmel was actually the one who put the video together and posted it. Which poses the question, how did the video go viral so quickly if there was NOTHING around it to promote it? No one knew it was a production of Jimmy Kimmel, who the girl was, or even if it was fake or not. It simply spread like a virus across the internet and within a week everyone was talking about it. But a lot of people missed something that Kimmel highlighted without even knowing it. His twerk fail fake out was an illustration of the very grassroots of inbound marketing and how GREAT CONTENT is the driving force behind anything and everything you post or share on the internet.
The answer to this is simple, Jimmy Kimmel created an AMAZING piece of content that people LOVED. The video was entertaining and funny, and most of all, it was RELEVANT. The term “twerking” has actually been around for quite some time now, but it has recently gained relevance do to numerous hip-hop videos including the term and actual dance along with Miley Cyrus “twerking” at the MTV Video Music Awards and setting off a maelstrom of controversy. So when the video titled “Worst Twerk Fail EVER” was posted on YouTube, people noticed because it was incredibly RELEVANT. Then, when they actually watched the video, they found it was entertaining and funny, so they started sharing it with everyone they knew, thus sending the video viral. If the term twerking wasn’t as relevant as it is right now, the video would not have gone viral. There would’ve been no benefit to the viewer and there would’ve been no incentive to share it. The video would’ve been dead right on the page it was posted and you would not be reading this article right now.
Let’s hope he’s right.
Certified Inbound Marketing Strategist | Content Marketing Specialist | Social Media Strategist | SEO