Definition
 

Viral marketing is using social media sharing to quickly disseminate information about a good or service. 

Description

Viral marketing is a tactic that uses internet sharing, social media, and word-of-mouth to quickly disseminate a marketing message in a manner similar to how a virus spreads. The main goal is to provide content that is so interesting, fun, or educational that readers will feel obligated to spread the word about it, which will increase its visibility tenfold. 

This content is frequently created with humour or emotional appeal to promote widespread sharing. It can be in the form of articles, videos, memes, or social media posts. Without requiring a large investment in advertising, viral marketing efforts can greatly increase traffic, sales, and brand awareness.

But because the information needs to be easily shared and have a strong emotional connection with the intended audience, it calls for careful planning and inventiveness. This marketing strategy is made more challenging and alluring by the unpredictable nature of what may become viral.

Importance of Viral Marketing

These are the reasons why viral marketing is important for startups:

• Exponential Reach

A brand's or message's reach can be significantly increased through viral marketing beyond conventional advertising. Content that becomes viral spreads quickly throughout social media networks, reaching thousands or even millions of people. With this exponential reach, firms can communicate with more people without spending much money on marketing.

• Cost-Effective

Viral marketing is not just a trend; it's a smart financial move. It's incredibly economical when compared to conventional marketing techniques. Most content promotion occurs naturally due to user interaction after it has been produced and shared. This minimises the paid advertising requirement, maximising impact while lowering overall marketing expenses. Because of the power of user interaction, a good viral campaign can yield significant returns at a relatively small cost, providing a solid return on investment.

• Enhanced Brand Awareness

Viral marketing has the potential to significantly boost a brand's visibility. As more people share the material, the brand name, logo, or product becomes more identifiable. This broad visibility can lead to increased consumer attention, improved search engine rankings, and increased traffic to the brand's website or social media channels, offering you a promising outlook for the brand's future.

• Building Trust and Credibility

Viral content frequently gains credibility because people who share it with their personal networks do so. People are more inclined to favour a brand when they hear recommendations or see information shared by trusted influencers, friends, or family. The brand's reputation can be enhanced, and trust can be established with potential customers through this personal touch and peer endorsement, improving loyalty and fostering long-term relationships with the company.

How to start with viral marketing?
 

Some simple steps to make your brand go viral include these:

Step 1: Know Your Audience

Having a clear understanding of your audience will enable you to provide material that appeals to them. Assume you are conversing with a friend who is in the same target market as your business. What would catch their interest?

Step 2: Create Shareable Content

People want to share stuff that becomes viral with others. Consider what motivates you to share a post. Is it unexpected, poignant, or humorous? Include those components in your writing.

Step 3: Use the Right Platforms

Not all platforms are appropriate for your audience or content. Select the platforms where the majority of your audience is active. Start there if they're big fans of TikTok or Instagram.

Step 4: Encourage Engagement

Your material has a greater chance of going viral the more people engage with it. It is possible to post polls, hold competitions, and pose questions. Make engaging with you enjoyable and simple.

Step 5: Leverage Influencers

Influencers can assist you in reaching a wider audience with your message. Even if an influencer has a tiny following, work with them if they truly support your company. Authenticity is essential.

Step 6: Monitor and Adapt

Marketing that goes viral is dynamic. You must swiftly make adjustments based on what works. Pay attention to the comments. Don't be scared to modify your strategy if something isn't working.

Step 7: Add a Call to Action (CTA)

Viral campaigns that work encourage more than just shares. Urge your readers to take action by inviting them to join up, visit your website, or share it with others.

Trends that can affect Viral Marketing

Some of the trends that can affect viral marketing include:

1. Short-form video dominance: The way that people consume information has changed dramatically because of apps like TikTok and Instagram Reels, which demand that videos be brief, interesting, and shareable.
2. AI-generated content: Artificial intelligence (AI) tools are opening up new avenues for content creation, ranging from ideation to full video production, which may have an effect on the authenticity and uniqueness of viral material.
3. Privacy concerns: A greater focus on data privacy may limit the usefulness of user tracking and targeted advertising, which could have an impact on the strategy and execution of viral campaigns.
4. Metaverse integration: Viral marketing may go beyond traditional platforms as virtual worlds become more commonplace, necessitating the development of new techniques for engaging audiences in immersive digital settings.

Example

Old Spice is a classic example of a brand that successfully leveraged viral marketing. Their "The Man Your Man Could Smell Like" campaign, featuring Isaiah Mustafa, was a breakthrough moment in digital advertising.

• Unexpected and Humorous Content: The commercials were filled with unexpected humour and over-the-top scenarios, capturing viewers' attention and encouraging sharing.
• Direct Engagement: The campaign directly addressed the target audience, creating a sense of personal connection and encouraging word-of-mouth.
• Leveraging Social Media: Old Spice effectively utilised social media platforms to interact with consumers, answer questions, and create additional buzz.

FAQ

What are the negative effects of viral videos?

Viral marketing can go wrong at times. It can give you these negative effects:

• Privacy invasion: Personal information can be exposed.  
• Mental health impact: Increased scrutiny and online harassment can cause stress and anxiety.  
• Misinformation spread: False information can spread rapidly.
• Addiction: Excessive consumption can lead to addiction.
• Negative influence: Harmful content can impact behaviour.

What are the types of viral marketing?

These are the types of viral marketing:

• Emotional marketing: When you evoke strong feelings in your audience giving them answers to their emotional desires, it becomes viral marketing.
• Buzz marketing: Generating excitement and discussion in your audience is buzz marketing.
• Incentivized marketing: In some cases when you offer rewards for sharing your social media post, it is incentivized viral marketing.
• Engineered marketing: Another viral marketing is engineered marketing when you carefully plan and execute the marketing content.
• Lucky/chance marketing: Bringing some surprise and luck for the people can infuse some excitement in them. They can engage with your brand and try their luck.