Kony 2012 was a campaign that went viral on social media in 2012. Invisible Children, a non-profit organization, released a documentary, focused on bringing Joseph Kony, the leader of the Lord’s Resistance Army, to justice. Kony was responsible for kidnapping children, turning them into child soldiers, and killing and torturing many (Invisible Children).
The campaign followed the organization’s journey and its fight to persuade the U.S. government to provide aid to the cause in Uganda. The goal of the video was to make Kony “famous.” The group thought part of the U.S.’s lack of action was that the situation was not widely known. So, if more attention were on the cause, it would be harder for politicians to ignore.
Kony 2012 and Social Media
Kony 2012 used social media to spread their message. The video was posted on platforms such as YouTube, Twitter, Facebook, and MySpace (Bal). The campaign quickly went viral. Social media enabled the organization to reach viewers worldwide. The filmmakers not only explained their cause and the situation but also specifically called on viewers to share the video with others and gave them direct instructions on how to get involved.
Viewer’s Experience
The documentary is designed to evoke an emotional response in the viewer. When I watched it, I felt sadness and anger. Viewing also comes with mixed emotions as to how the campaign was presented. Some of the information was inaccurate and misleading, and the video can be seen as exploitative of the victims. It also raises the debate over awareness equaling impact. The portrayal and accuracy of the campaign can make it a complicated viewing experience.
What We Can Learn
As mentioned earlier, the campaign has a few controversial qualities. However, the video went viral because it followed key social media rules. In “Do good, goes bad, gets ugly: Kony 2012,” they discuss a framework for determining the likelihood of content going viral.
SPIN framework:
- Spreadability is the likelihood that a viewer will share the content. Kony 2012 had a very high chance of users reposting content because of the emotional importance of the issue.
- Propagativity is the ease with which a viewer can share content. The video could be shared with a single click, making it very easy for viewers to repost and forward.
- Integration is how the content is spread across a variety of platforms. Kony 2012 was posted on multiple social media platforms and then picked up by news outlets.
- Nexus is how the content is reinforced through sequels. Two sequels followed up the documentary: Move and Beyond Famous.
(Bal)
All of these factors play a role in how successful creators are in making viral content. Campaigns should be optimized to reach these targets, increasing their chances of making an impact on the audience. While creating, it is also critical that you take a step back from your work to ensure you are being ethical and accurate.
LAUREN SCOOPO 