It’s no secret that viral media has a wide reach, with the potential to reach millions of people. The debate over whether this effect can be monetized however has raged on in the marketing world, with many people devoting their time and energy to find a solution, but without a clear methodology as a result.

The owners of the right’s to Chris Brown’s “Forever” have found an unexpected viral marketing resource, and by youtube’s reports and from viewing itunes downloads, they have successfully monetized a viral video. The “JK Wedding Entrance Dance” has gained over 12 million views thus far. It’s a charming video of one couple’s unusual and fun wedding entrance. The dance is set to troubled singer Chris Brown’s “Forever,” and with the “click to buy” roll over option for rights owners on youtube, the song has shot to the top of the itunes charts.

The direct relationship is easily traced because of the severe drop off in Brown’s sales due to his abysmal public profile surrounding his relationship with Rihanna. There is a direct correlation between the wedding dance video’s success and the surge in itunes sales.

Is this a unique case and just a happy accident? Certainly not, the success of artists like OK GO, and Tay Zonday come to mind, but how is this type of success really predictable? The answer to that question remains hazy, but it is reassuring to see that viral media does in fact hold encouraging and real potential for revenue sucess.

How can a small business capitalize on this? Well it’s obvious that the key is in doing something that is

A) Unique and original

B) Fun/funnny and feel good

C) Is easy to relate to

D) Something that your friends would get a kick out of

These key factors aren’t necessarily a formula, but they contribute to the watchability, and more important the ’sendability’ of the video, which is afterall, the secret to viral success.

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