Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a viral spread from one person to another. Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company webpage or social media profile) or on social media websites such as YouTube. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time. How a viral campaign works A viral marketing campaign is very simple to carry out: create a video or another type of content which is attractive to the target, put it on the internet and plan the first actions to get it moving. From there on, all you can do is wait for the fuse to light and for users to start sharing like crazy. In some cases, virality happens by accident, from a video uploaded by a private user that all of a sudden becomes popular and begins to circulate all around the Internet. As for the dispersion strategy of the videos created by brands, we have two focus points: the shown or the concealed. In the former, the user is aware from the first moment that they are viewing advertising content, while in the latter the participation of the brand is hidden and is only revealed later. If you apply concealed marketing techniques, it is important to be very careful so the user does not feel tricked, cheated or deceived, as the viral campaign could then turn against you. No matter what strategy we choose, we should never ever become spammers, nor go overboard while sharing the content. Instead of repeating message over and over again, the best strategy is to find the perfect place and time and let the “viral fuse” light itself. Advantages of viral marketing • Low cost. What characterizes viral campaigns is that the users do a significant part of the work for us, which drastically cuts down the costs of dispersion: it becomes unnecessary to buy advertising or space on the media. • Potential of great reach. A viral video on the Internet has the ability to reach a huge international audience without us having to invest money or make any extra effort. Due to this, a small company or even a private individual can go extremely far. • It is not invasive. In viral marketing, the decision to participate and share always comes from the user, and so it never comes across as invasive. Like this, the perception of the brand and the interaction are significantly better, compared to more classical forms of advertising. • It helps build up your brand. If we really hit the bull’s-eye in terms of creativity, we are creating content so incredible that users themselves decide to share it and, hence create a personal connection with your brand. It is without a doubt an extremely powerful tool when it comes to branding and awareness. A truly viral product emerged from targeting a truly viral problem in the digital age, known as attention deficit disorder. Allowing people globally to channel their nervousness into an entertaining handheld device has allowed for the viral spread of Fidget Spinners. The products modest beginnings spread virally through school children and later through to adults. We started seeing fidget spinners in social media, memes with fidget spinners, fidget spinners distracting people while crossing the street, and of course, fidget spinners in the impulse purchase section of your local supermarket. This little product achieved a viral marketing status through providing a ‘solution’ to a viral problem and bringing about a world full of fidgety temptation.
16th, January, 2019