Modern marketing strategies need to continuously evolve in order to adapt to new platforms and consumer behaviors. One of the most effective yet unpredictable strategies to come out of this evolution is viral marketing. This method uses the power of social sharing and word-of-mouth to rapidly spread marketing messages, similar to how a virus propagates. But what exactly is viral marketing, and how can businesses harness its potential?
Definition and Explanation
Viral marketing is a strategy where audiences share a marketing message with their network, who shares it with their network, who shares it with their network, and so on. This results in exponential growth in the message’s exposure. Organic spread like this is what sets viral marketing apart from traditional forms of advertising. Instead of relying on paid media, viral marketing leverages the natural behavior of consumers to share interesting, entertaining, or valuable content with their friends and followers.
Key Elements of Viral Marketing
The power of viral marketing comes from its organic nature. Successful viral campaigns tend to seem spontaneous and genuine, which makes them more relatable and shareable in the public’s eyes. For instance, Oreo’s “Dunk in the Dark” tweet during the 2013 Super Bowl blackout is a great example of organic viral marketing. It was a timely, clever response to an unexpected event that viewers picked up on and ran with, resulting in it quickly going viral, getting thousands of retweets and likes in just a few minutes.
Timeliness is an important element of viral marketing, as well. Capitalizing on opportunities presented by current events or trends can boost the chances of a campaign going viral. IHOP’s temporary rebranding to “IHOB” to promote their burgers is a good example of this. It was a bold and surprising move that caused tons of media coverage and social media buzz, which drew a lot of attention to the new menu items being promoted.
Creativity and boldness also play huge roles in viral marketing. Unique, attention-grabbing campaigns tend to stand out and get shared more widely. Liquid Death’s collaboration with Tony Hawk, where they sold skateboards painted with Hawk’s blood, is an excellent example of a bold, creative campaign that captured public attention and went viral; the skateboards sold out in twenty minutes?.
Types of Viral Marketing Campaigns
There are two main types of viral marketing campaigns: organic viral marketing and amplified viral marketing.
Organic Viral Marketing:
These campaigns spread naturally without much input from the marketers who created them. They often result from spontaneous content or responses to real-time events. The ALS Ice Bucket Challenge is a classic example. It started as a grassroots initiative and spread globally pretty quickly, raising awareness and funds for ALS research through millions of user-generated videos?.
Amplified Viral Marketing:
These campaigns are strategically planned and controlled by marketers. They involve setting specific goals and using more deliberate methods to spread the viral message. An example of this is Zoom’s Virtual Background Challenge during the COVID-19 pandemic. Zoom encouraged its users to share creative backgrounds while working remotely, which provided entertainment while showcasing Zoom’s features, driving engagement and new user sign-ups.
Benefits of Viral Marketing
Viral marketing has numerous benefits. First and foremost, it can increase brand awareness dramatically. When a campaign goes viral, it exposes the brand to a massive audience, most of which might not have been reached with traditional advertising channels.
Another advantage is cost-effectiveness. Viral campaigns typically require less financial investment than more conventional advertising. Since the content is shared organically by users, not as much money needs to be spent on media buys and placements.
Moreover, viral content tends to see higher engagement rates. Because it hits on audiences’ emotions, they’re more likely to engage with and share the content, so it reaches even further. Dove’s “Real Beauty Sketches” campaign, for instance, went viral because it tapped into powerful emotions, highlighting issues of self-esteem and body image.
Challenges of Viral Marketing
Despite the benefits of viral marketing, it does come with several challenges. One of the biggest hurdles is unpredictability. It’s extremely difficult to accurately, consistently predict what content will go viral. Even the most well-crafted campaigns can fail to gain traction if they don’t resonate with the audience.
Another challenge is the possibility of negative backlash. If an audience sees a campaign as insensitive or inauthentic, it can quickly generate negative publicity. Kendall Jenner’s controversial Pepsi ad is a good example of this. The advertisement was highly insensitive to the current events of the time, going viral for all the wrong reasons, causing widespread criticism and a subsequent apology from the Pepsi brand.
How to Create a Successful Viral Marketing Campaign
To create a successful viral marketing campaign, you can use several key strategies:
- Leverage Strong Visuals: Viral campaigns need compelling and relatable visuals. A campaign should tell a story that resonates with the audience, often using strong emotions like humor or hope.
- Appeal to Emotions: Audiences are more likely to share content that emotionally resonates with them. Dove’s “Real Beauty Sketches” succeeded because it made viewers feel a bunch of emotions, ranging from frustration to empowerment?.
- Make Content Easily Shareable: Sharing the content is the most important part of viral marketing, so it needs to be as easy as possible for audiences. This includes enabling sharing features and encouraging users to spread the message. Short form video content is great for this.
- Share Content at the Right Time: Timing is an important part of getting users to share your content. Posting during peak social media activity times or aligning with relevant events can significantly boost a campaign’s chances of going viral?.
Harnessing the Power of Viral Marketing
Viral marketing is a powerful tool that can exponentially increase a brand’s visibility and engagement when executed correctly. By understanding how it works, as well as its types, advantages, and challenges, businesses can harness the full potential of viral marketing. While it’s unpredictable, marketers can create campaigns that capture the public’s imagination and drive substantial results with creativity, emotional resonance, and strategic planning.
