Content Marketing Blog

Is Kony 2012 a social media phenomenon?

YouTube is one of the most popular video sharing sites in the world and according to the brand 60 hours worth of content are uploaded on the site every minute.

But if this seems impressive then you might want to buckle your seat belt and hold on tight because when it comes to big numbers and enviable statistics the online organisation has them.

More than four billion people tune in to watch videos on YouTube everyday and view about three billion hours worth of video per month.

And while some people may feel that the site is US-centric, it is fair to say that this is truly a diversified media platform, as 70 per cent of all content comes from countries outside of North America.

With this in mind, it is easy to see how your own video might get lost on YouTube, so when a person or organisation does break through it is all the more surprising.

Yet a 30-minute film about Joseph Kony, leader of the Ugandan rebel force Lord's Resistance Army, posted on video sharing platforms YouTube and Vimeo earlier this week (March 5) has managed to do just that.

On Thursday afternoon, after four days circulating the web, Kony 2012 by not-for-profit organisation Invisible Children Inc had more than million views.

"Kony 2012 is a film campaign by Invisible Children that aims to make Jospeh Kony famous, not to celebrate him, but to raise support for his arrest and set a precedent for international peace," wrote Invisible Children on their YouTube profile.

A string of A-list celebrities like Rihanna, Sean 'Diddy' Combs and Justin Bieber who were moved by the film are now throwing their support behind the cause, which already has its own Facebook page and Twitter account.

Diddy wrote: "Dear Joseph Kony, I'm Gonna help Make you FAMOUS!!! We will stop you … All 6,000,000 of my followers RT (retweet) Now!!!'

Bieber directed people to the #MakeAChange  adding: "This is not a joke. This is serious. TOGETHER we can #MakeAChange."

You can watch the clip at:

Posted by Aimee McBride