I’ve been meaning to flag this neat little video since I came across it over at Never get out of the boat. One of the things it highlights brilliantly for me is that whilst the first guy is important, he certainly isn’t the most important. It almost represents a power law in action and perfectly shows how things spread, in the real and virtual worlds.

I think we often focus ideas too much on the guy dancing at the start and don’t really worry about how we plan for ‘the what happens next’ with the wider group. My most obvious example is UGC. Yeah it’s is great that a small group of people have contributed to your campaign, but does the larger group find it interesting enough to follow or share with their peers. The Internet is littered with campaigns that fail to do this.

It is also highlights that nobody wants to be the first person at the party. Brands need to get better at showing and visualising the fact that people are actively engaged with them. We need to get to the point in the video where it’s OK to get up and jump around like everyone else.