In viral marketing, users share content – the basic principle is obvious. However, not every piece of content has the potential to go viral. Many factors play a role in the makings of a viral campaign.
Originality: the aim is to create content that others want to share because it’s different from what they’re used to: new, innovative and above all, original. Posting just anything isn’t normally enough to produce viral content, but original concepts and presenting the material in a different way can ensure success.
Emotions: adverts such as Kleenex’s 'Unlikely Best Friends' pull on your heart strings and move you. Viral campaigns often evoke emotions, making people laugh or cry. People usually like to share emotions with others, so they are more likely to pass on content that has touched them.
Value: viral content doesn’t always have to be funny or weird, it can also be used to solve problems, offer solutions, and answer questions. You just need to make sure you’re offering value to the user which they then want to share. It’s important for marketers to recognize and take advantage of new trends from the start.
Identification: if you are interested in a topic, you are more inclined to comment on it. Viral campaigns often have topics that make people want to join in. One way is to pick everyday topics that everyone knows and everyone has an opinion about. But be careful: not every topic is suitable for this – it’s better to stay inconspicuous. If you initiate a heated debate about politics or religion, it can easily go downhill.
Surprise effect: content that has successfully gone viral is usually amazing, controversial, and unexpected. Generate tension and surprise the user when they least expect it.
Authenticity: clumsy advertising messages rarely have viral potential, since they lack authenticity. Most marketers place a logo somewhere on the content, but it’s the content and the story that should stay in the visitor’s mind – the association with the company happens subconsciously.