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The business of viral videosWe've all seen the video clips of Psy riding his pretend pony and of the happy wedding party dancing down the aisle. When it comes to online videos that get passed around like hot gossip, it's hard to know the winning formula for what will be successful....
-Now, everyone knows what happens when you drop a handful of Mentos at a Diet Coke. -There's an amazing geyser, there's 25 or 30 feet air. -And the process of playing around with this chemical reaction, Stephen Voltz and Fritz Grobe unknowingly became viral video stars. -We put up - we told one person on Monday morning, let [unk] -Alright boys, anytime, take it away. -In less than seven years, more than 100 million people have seen this Diet Coke and Mentos video earning the team more than $30,000 - that's led to more videos and partnerships with McDonald's and Coca Cola and has forced Stephen to rethink his career as a trial lawyer. -I'm not making the same money as my kids like but it's a lot more fun. -These people are making a lot of money. They're putting the kids through college doing this, quitting their jobs to be able to do this because they have a steady income from this audience that they've built. -Kevin Lockheed whose team tracks video trends for YouTube. To him, a winning video has to be shareable. -We don't just want to watch those videos. You want to talk about them to somebody else. You want to post them in your social media feeds. You want to have a conversation. -In a new book on the topic, Voltz and Grobe explained what they think are the key elements to viral success. -Be true, don't waste my time, be unforgettable and ultimately [unk] -As for what they're working on next, well, you might just have to wait until someone forwards you the link. In San Francisco, I'm Kara Tsuboi, CNET.com for CBS News.