HubSpot says that campaigns are considered “viral” when high reach. The consequence of this more significant impact is translated into an increase in sales or greater participation in social networks. A viral campaign resonates with the target audience and makes your message go further and last in the audience’s minds.
Viral marketing relies on different online channels to spread information about a product or service from person to person. It is the new word of mouth, an effective method to generate traffic and leads, although it is also used to create excitement and increase demand for a product that has not yet been launched.
What Makes A Campaign Go Viral?
A viral campaign is successful because it fuels the curiosity and desire necessary to generate demand for a product or service. But what attributes do you need to have to consider yourself as such?
One has to do with its results, precisely the grand scope. The other two fundamental components are related to its recipients: it must be relevant and have some ingredient that makes it easier to connect with them.
When designing a message to go viral, consider three essential factors:
- Do you have an emotional appeal that people feel compelled to share?
- Is it relevant to the audience?
- Does it include some driver (challenge, provide novelty, or incorporate humour to motivate interest)?
Done right, a viral campaign helps you gain high visibility, exposure, and better traffic, which translates into increased sales revenue.
Critical Components Of A Viral Campaign
- Urgency is something immediate, which refers to the FOMO.
- Unique character, for example, concerning a type of content never seen before.
- Exclusivity, concerning the previous point, but also, for example, linked to the idea that it has to be shared by someone or that the content arrives through an invitation to participate.
- Inspiration because you must connect at a deep level with the target.
- Incentives must be motivating and attractive enough.
Planning must be excellent at the message level when choosing the moment or when it comes to identifying the target audience. By joining a noble cause, the campaign will do even better. This can also be achieved if celebrities participate.
Types Of Viral Marketing Campaign
The focus of the campaign, the way you connect, the promise it carries, or the goal of the viral campaign can determine the type of action that will take place.
We have from campaigns that seek to provoke emotion (such as laughter or anger) to those supported by a reward (in them, when a client prefers to someone they know, they get a reward for their effort). Those that seek to create awareness are also common, or those that are not the result of luck or a random act, but a campaign intentionally designed based on a perfect strategy to generate maximum impact.
Transfers are the most common type of viral marketing campaign, where the user passes the message to others. A chain is formed where one user shares it and gives it to another. Something similar to what we see happening with buzz marketing, which creates a buzz to capture the public’s attention.
Many messages are considered worthy of sharing and can make a viral campaign go viral. The important thing is to always keep in mind the brand’s image and its objectives.