Marketing: Damn, Daniel!

If you haven’t heard someone say, ‘Damn, Daniel,’ in the last 24 hours then you’ve been living under a rock because Daniel Lara and his white Vans have pretty much taken over the internet. 

Want to know why everyone’s talking about Daniel Lara? Well, Daniel made his debut in a 30-second video, which has now gone viral, posted on Twitter Feb. 15 by his friend Joshua Holz. In it, Josh films Daniel walking around, looking cool, and showing off his many outfits. Each time Daniel debuts a new outfit, Josh exclaims, “Damn, Daniel!” Josh also pays special attention to a certain accessory: “back at it again with the white Vans!”

Now that the video has gone viral — watch it above — online users can’t stop using the two phrases to compliment their friends, whether they’re purposely trying to be annoying or not. 

iral video is every marketer’s dream. It’s the surest way to cut through the noise of the internet. And studies show that social viewers—people who watch shared content rather than videos they’ve found by browsing—are far more likely to buy a product and recommend it to others.

Why do some videos catch fire and others just fizzle out?

The two most powerful drivers of viral success: psychological response (how the content makes you feel) and social motivation (why you want to share it).

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