In a presentation on what goes into a great social video campaign, Amanda Farrell, VP/Sales, North America, Unruly Media, laid out 7 steps, which included "coming up with a great idea" and "creating
great original content." Isn't that like saying if you want a write a bestseller, come up with a great idea and then write about in a really compelling way that appeals to a mass audience. Easier said
than done. It also underscores that regardless of the format, video, social or otherwise, great ideas and creative executions can't be automated and are still hard to come up with. That's why viral
videos are so far and few between. And why agencies exist in the first place.