KONY 2012 received quite a success, albeit, not without its share of controversies. Firstly, being targeted as a propagandist video for war-mongers, it had a mixed reaction from the viewers. It was not only viewed a lot, it also became discussed a lot. Now, its sequel called KONY 2012: Part II – Beyond Famous is out on the YouTube, but has not received even a quarter of the response the first one managed to generate.
It received only 2% of the traffic in five days of what part one got in its similar due time. Currently, part two has 1.7 million views. It might however get to have the same number of views eventually, but not in as short a time as part one. To those who understand social media marketing as opposed to the seriousness of the message contain in the video, would know that the video has been made to target at both levels.
However, one thing needs to be understood and it is that having more views does not equate to the message being spread to the same number of people and translated into some kind of an action. Especially, when campaigning against a Ugandan warlord also involved a heavy cost, not just political, but literally financial.
Strangely, not much has been mentioned about the maintenance of finances and management of money. And more importantly, the source of it. The toll sure did take down Invisible Children’s director and co-founder, Jason Russell when he was detained for outrageous behavior in public. The cause being exhaustion.