If you used social media at all last week, chances are you’ve seen the Kony 2012 video. In case you’ve been in a cave for the last 7 days, here’s a quick recap:

A group called Invisible Children produced a 30 minute video called ‘Kony 2012’ to raise awareness about Joseph Kony, a Ugandan rebel who has been committing war crimes for the better part of two decades. The video took only 6 days to reach 100,000,000 views, which makes it the most viral video in history.

According to a blog post by Visable Measures, the Kony 2012 video even outpaced such Youtube video stars as Justin Bieber and Lady Gaga. See the breakdown here:The kony 2012 video is now the most viral video in history.

So what made people so willing to share this video with everyone they knew? What did the folks over at Invisible Children do to make sure this video reached pretty much everyone?

Kony 2012 Kept It Simple

The video does a good job of making a very complicated issue seem incredibly simple. In just 30 minutes they managed to tell the back story, explain the tragedy caused by Joseph Kony, and explain why it matters and what can be done to help.

The simplicity of the video has also been a point of contention amongst the videos critics. Many claim that the video actually over simplified the issue and didn’t tell the entire story.

The fact remains however that the video was effective. Sharing media has never been easier, and the people sharing it have never been more capable and willing to do so.

The true genius of the Kony 2012 video is that they knew exactly who they were targeting, and made the video as compelling as possible to that target group. In a world that is ever increasingly dominated by online interactions, Kony 2012 was able to take that world by storm in less a week.The Kony 2012 video and movement has taken the internet by storm.

Rob Hughes
Rob Hughes is a Paid Search Analyst at Big Leap who enjoys the creative aspect of online paid advertising. In his free time, Rob is a 3x Intramural Champion, a 17x Intramural Loser, and an avid climber of local mountains.