Everyone knows what a virus is and hates it: is it a virus of sickness or the internet virus. But why then marketing virus which is sometimes called “word-of-mouth,” “creating a buzz,” “leveraging the media” is so popular nowadays? Do you know what I am talking about?? Yes, about viral marketing that is sometimes defined as a virus which spreads faster and faster, and makes more and more profit for creators.
Nowadays, people are sharing everything what is happening in their lives with others and it does not matter if those people are your friends or your friends’ friends. People are open books to other social media users. One of the main points to make your company known, acknowledged and popular is to act actively in social media. And this fact makes the best environment for viral marketing to grow. In this blog, I will explain what viral marketing is, what the key points for making a good viral message are and of course I will give some examples of really successful viral messages.
Viral marketing – what is that?
In British dictionary I found two really good and detailed viral marketing definitions. So viral marketing is: “a marketing strategy that focuses on spreading information and opinions about a product or service from person to person, especially by using unconventional means such as the Internet or e-mail“, “a direct marketing technique in which a company persuades internet users to forward its publicity material in e mails (usually by including jokes, games, video clips, etc). Thus, summing up those definitions, we can say that viral marketing is a tool to advertise your product/ service with the help of word-of-mouth and social media in order to create or reinforce brand recognition.
Also, it is important to mention what are the types of viral marketing. When I hear someone talking about “viral marketing”, I immediately imagine video’s on youtube.com or memes in 9gag.com which are shared by a lot of people or even recreated. Of course, viral marketing is not all about sharable videos or ironic pictures about life. The other types of viral marketing are – emails, newsletters, blogging, chat rooms, feel-a-friend script and flash games. All those types are used by marketers to share their message through internet which gives perfect possibilities for instant and inexpensive communication.
How to make a good viral marketing message?
We can find a lot of different created viral marketing strategies, campaigns and of course a lot of different results: one of them succeeds, one of them not. One of the most ultimate goals of marketers in creating viral marketing campaigns is to create good viral message.
How you define a good message?
At first, analysing how to make a good viral message is important to mention that marketers before making viral message has to know their target audience, their business goals and in which media they want to dive in.
After you decide these elements, you can move on to the next point – to 5 elements which you should use in order to have an effective viral marketing message:
1. The content of message should be really clear and short.
2. Provide possibilities to spread your message to others.
3. Give an opportunity to scale the transmission easily from small to very large.
4. Use common motivations and behaviours.
5. Apply and utilize existing communication networks and recourses.
If you want to read more about this, click here.
This was a theoretical part and now it is time to see in real life the best practises of viral marketing and the best viral marketing messages.
So what is the good message of viral marketing?
Good viral marketing video’s
The key point of viral marketing success is that in short time a lot of traffic is rapidly generated. Of course you must create something that appeals to the audience and it is worth talking about so people want to share it with their friends by internet. So which messages are good examples of viral marketing? I will show some video messages which show clearly the best viral marketing examples.
Funny, catchy, ironic and violent message of “Dumb ways to die”.
Dove campaign “The real beauty” where marketers used motivational appeal and raised the problem of confidence.
The Old Spice Man commercial was watched over that 50 million times on YouTube and was subscribed of more than 43 thousand people. This video has everything what a good video has to have: fantastic writing, novelty, simple humour and sex-appeal to both men (the humour and knowing smiles) and women (Isaiah Mustafa’s chiselled abs).
Why those ads went viral?
However, the crucial aspect for creating a good viral message is the content of that message. The content attracts one person, then that person shares with his friends that video, and those friends shares it with others and so on. That’s why it is a virus! So in order to make people want to share the message it should contain one or couple of different advertising appeals. The first and most attractive is humour – we all like videos or pictures of funny people doing funny things. Besides the humour people loves motivational messages. The blog articles or videos of how to make your life better, how to achieve goals and believe in yourself often go viral and for really wide audience. Then, sometimes marketers use satires on celebrities, popular TV shows or news facts. For example. if the video will be about Jimmy Kimmel, then all his fans will want to see it and share it with others. That is how the message would have a specific audience from the beginning which of course would grow with shares. However, this appeal should not be used alone, because then most likely it will not go viral. The other appeal which can be used in viral marketing message is warning. This element is used to warn about some danger and the content should be really reliable and genuine. And the last appeal which should not be used also by itself is sex appeal. To watch attractive and young people is more enjoyable than seeing old and ugly people in videos but this fact is one of the last points which audience consider watching advertisement. Thus, of course a good message is not the only factor of success but it is for sure the base for that. All those commercials stuck in my head and I think those are one of the best examples of really good messages of viral marketing.