From political messages to sneezing pandas, we have all witnessed how quickly a YouTube video can go viral and reach millions of targeted viewers. Although traditional advertising companies have tried to crack the code to creating viral videos, these efforts have tended to fall short due to the inability of these agencies to understand the nature of modern marketing. Instead, it is generally smaller businesses or nonprofits with a sincere message that have proven to be successful at YouTube advertising.

In a society in which consumers are increasingly blind to traditional advertising, new concepts such as YouTube marketing and viral videos are managing to do what many forms of marketing can't: move a consumer to action. What sets interactive forms of marketing such as viral videos apart from traditional marketing is that their impact and distribution is decided entirely by consumers themselves. While traditional commercials are forced upon viewers regardless of their interest in the product or services being advertised, it is the public that decides which videos go viral and which do not. Whether it is a clever YouTube marketing ploy, an exciting new tech gadget or a heart rendering nonprofit message, every single person who decides to watch the video or distribute it to their friends makes a conscious decision to become involved in the message.