The blog post no one wants. I’m not sure if the Harlem Shake video (craze? meme? sensation?) has worn out its welcome already, but it’s worth looking at. In case you haven’t seen any of the videos, there are a few below for reference:
Norwegian Army
Matt & Kim
Whistler
Given it seems everyone but my Grandma (to the best of my knowledge) has made a Harlem Shake video, it is worth deconstructing.
Why The Harlem Shake Went Viral:
1. Easy to parody
Even the most creatively sapped person can brainstorm something weird and random to do. The videos almost beg to be copied.
2. It’s extremely simple
The only editing that happens is matching the 2nd clip to the drop of the beat in the music. That’s it. Anyone could make a parody of the video. Thousands of YouTube accounts have proven that. People may not get why they enjoy the videos, but they get the simple concept.
3. Unexpected
The music escalates to indicate something is coming, but you have no idea what. Then the beat drops and you’re hooked for the rest of the video. With each additional video you know exactly when the scene is going to change, but you have no idea what’s coming. There is always something unexpected.
4. It’s short
Even if a video is bad, there’s not much time invested in it. The videos are like pistachios. After a bad one, you’ve still got a whole bag full of nuts that are pretty good.
5. High repeatability
It’s hard to watch the videos just once. You loved being surprised the first time and it’s so short you wonder if you missed anything..
6. It’s ridiculous
As Seth Godin says, “Ridiculous is the new remarkable” I have a 19 pound book from him to prove it. The concept and videos are ridiculous, which is exactly why they’re popular.
7. Low talent threshold
Anyone can make an entertaining video using this concept. You don’t need a nice camera, you don’t to have a good eye for cinematography, or anything relating to video. You just need a camera, a tripod, and people willing to get weird.
8. You immediately want to share the videos
This is the same reason those videos that got you to stare intensely at the screen before trying to scare you got spread around. You want other people to experience the surprise.
There you have it. Many, but probably not all the elements of the viral sensation. Even if it has jumped the shark, I’m fascinated by it.
