They liked it, but didn’t tell their friends.
Why is it so easy for us to rave to our friends about our favorite driver taking the top step of the podium but not ok with promoting a political candidate? Why do we feel uncomfortable talking with a co-worker about a new lingerie store? Why is it so easy to praise our favorite restaurants but difficult to talk about the financial benefits of buying a casket a few decades early?
Answer: Comfort level.
The Gangnam Style video, which is close to 2 billion views now, was shared by many of us with little to no hesitation. Miley Cyrus’ “Wrecking Ball” video is a different story. This is the same reason why internet companies like Gmail, eBay and Groupon thrive while others lie there gathering dust. Because of consumer bias about what people feel comfortable sharing and not sharing. Although not an intentional delineation on our part, it is certainly something that brands must deal with.
People are not the same. Some people talk, others don’t. Quite often, people with similar proclivities group together into populations; ie trade shows. The music industry correctly targets college kids because they are more prone to play their music to others and spread the word. This sharing can rip through a collage campus much faster than it can through a say a nursing home or New York apartment building with the same occupancy. Remember, your brand and product tell a story, The consumer believes it and ultimately spreads it from person to person. Then, and only then, does the product succeed and sales grow. You can whine about it, or you can identify a population who are more likely to embrace this and implement it into your brand’s story.