Ice Ice Baby

  

  Everyone that is anyone, literally everyone reading this blog HAS to have seen the endless “ALS Ice Bucket Challenge” videos this summer. The videos popped up first on Facebook then jumped to Twitter, Instagram, and anywhere else a video can be posted. According to, “What the Ice Bucket Challenge Can Teach Us About Engagement” by Emily Alford, the challenge was not actually created by the ALS foundation, however the campaign raised over $31.5 million in about one month. This unexpected but widely successful campaign has many social media experts puzzled. Some are asking why did this catch on so quickly, while others ask why didn’t I think of that? 

    So what was the magic element of this campaign (besides that Oprah did it)? Insta-fame (Instantly and via Instagram), Insta-satisfaction, Insta- gratification, etc. We have been deemed the “selfie generation” and as much as I hate to admit it, there is not a more accurate way to put it. We live to talk about ourselves, post pictures of ourselves, share with the world what WE are doing. Few things are as satisfying as posting a picture of where you are, what you are doing and receiving hundreds of likes, comments, and essentially social media ego-boosts. And what better post to show the world, then you doing something for a good cause? Additionally the challenge was funny and silly but also allows those challenged to prove a point by showing they didn’t step down from a challenge.

     I’ve had some mixed feelings about the challenge since it first attacked my news feed a few weeks ago. At first, I was annoyed. I couldn’t get over the fact that people would rather pour a bucket of ice cold water over their heads than donate to a good cause. However, after following the trend or movement if you will, many articles have explained that most people not only posted the video but also looked up more information about ALS and felt compelled to donate as well. Next, I felt fear….afraid I would be challenged. I wanted no part of pouring this freezing water on my head and definitely not for all my “friends” on Facebook, Twitter, or Instagram to see. And even once classes started this semester, the ALS Ice Bucket Challenge became a topic of conversation in nearly all my classes. Where I was initially surprised by the success, I now attribute it to the “selfie generation” doing what we do best, sharing our lives, our stories, our videos via social media.

    What are the takeaways here? First, the selfie generation is exactly that, a generation thriving off outlets allowing self-promotion and thus self-gratification. Marketers taking note of this should target the egos of this generation as well as provide an outlet for us to share our personal experiences using your product or interacting with your campaign. Secondly, I agree with Alford that no viral video or trend will replace a good, clear marketing strategy. She says: “while social media marketers should surely note the psychology behind its success, they should also be wary of creating content with the intention of going viral...A safer solution is to focus on consistent production of brand-specific, quality content.” Although we love sharing personal stories and moments, I believe our generation will always be receptive to honest and consistent story worth being shared. Regardless of how catchy or quirky the message, it still comes down to the content. The Ice Bucket challenge was ultimately rooted in raising money and awareness for a good cause. I believe our generation is still motivated by helping others; it is just an added benefit if this can be shared with their online friends.

Resources:

http://mashable.com/2014/08/25/ice-bucket-challenge-engagement/