In our modern and always-connected world, there is a rise in viral marketing that has become a method for creating marketing pieces through hype and buzzwords that are attention-grabbing and sensational. The diminishing attention spans of modern audiences call for a surge in demand for short yet viral content that has the specific element of infusing trendy topics.
Viral content can help you to drive more traffic and sales, which also doesn’t require a lot of your time. Viral marketing is a process that allows other people to do your marketing for you without them even realising it. Examples such as TikTok which uses short songs and dance moves to hook the audience’s attention, will encourage other fellow users to replicate your dance and make it a sensation within the community.
1. Learn From What Worked And What Didn’t
It is always a no-risk effort to learn from successful samples of case studies in the past that have done viral marketing, which has worked. It is always advisable to look at past methods before executing this type of marketing because the nature of virals can be disruptive in both good and bad ways. Take in as many case studies as you can find, sit down and classify them as good samples or bad samples.
From there, it can help to guide you in terms of the nature of the virality of mild to controversial and how each strategy succeeded or failed that you can learn from. What are some formats or platforms used? What are some types of strategies used? Is it informational? Persuasive? Entertaining? Let the past help you to design a viral marketing plan that works, just by improving and adapting different types of case studies that work together.
2. Make Sure It Suits The Brand’s Future
You want to make sure that what you are putting out is well studied and learnt before you jump into the viral marketing pool. Before you join the viral trend, it is first important to see if your company’s state is suitable for this type of marketing. Not all viral marketing comes to the top or is impactful for the intended reasons. You must weigh the risks of attention and see which is more important.
Don’t just go big on the provocative elements, but not take into consideration the brand’s values and consistency in the programme. These viral tactics should serve as a way to strengthen what is already evident in your products or services, not as the main star of the show that is all hype but not tying a connection back to the brand’s reputation. The point of the campaign must be meaningful and not just created to be exciting.
3. Be Clear About Your Core Message
You must be very clear about your own brand’s message before you utilise viral marketing. Using tactics, like engaging a celebrity or tackling a controversial topic, must be done in alignment with the company’s core message. It is because drifting off from your main core message will produce an unexpected response that will backfire when the controversial elements are misaligned with the intended messages. The approach must be rooted in your core message, and all the virality should just be the dressing around the main message.
4. Consider The Current Market And Social Climate
Studying the market’s behaviour and being in tune with current situations are very essential to help you get your viral marketing right. Riding the viral wave is not as simple as creating shock or attention-grabbing content. It must also be targeted to a specific audience that you want to engage.
This way, your viral marketing efforts will only stand a chance of being effectively accepted and shared when you have listed down the customer journey which suits your targeted audience. Only adapt the viral aspects that suit your type of market, and don’t just jumble all things into your content thinking that it will be successful.
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