Viral marketing – can it be planned?

What is viral marketing?

Engaged and often amused users pass on interesting, intriguing and, above all, emotive content on their own and without any encouragement. Advertising often achieves enormous reach and spreads almost like a virus. Just like a virus, it spreads from one user to another and is constantly passed on. Rapid spread is possible thanks to the environment in which advertising operates – the Internet.

Features of a viral campaign

These features can be easily guessed based on the definition of viral marketing presented above.

The Internet is a space where we look primarily for visual experiences, so it is the skillful use of appropriate visual content that will most effectively attract users’ attention. Although statistically most often the content shared in viral campaigns is humorous and ambiguous, thus entertaining users, this is not the rule.

An effective viral campaign may as well be based on controversial or touching content. It is important that it evokes emotions in viewers strong enough to make them want to pass on the material or content.

We already know what the content that engaged users will share with each other should be. But how will they do it? Most often – using social media and instant messengers.

Examples of viral campaigns: What has the potential to become viral?

First of all, content that attracts, arouses emotions, interests and makes the user want to share it with someone else, preferably with the widest possible audience. The content that users will share does not have to be a video.

It can be a catchy slogan or graphics that reach the hearts and minds of recipients. The most desirable effect of viral marketing is to reach the largest possible group of readers who may be interested in the brand or product in the future.

Intriguing content accompanied by a brand or logo is often stylized as amateur, created spontaneously under the influence of some event. And sometimes this is indeed the case, but nowadays we are increasingly dealing with well-thought-out viral marketing, which is the result of very diligent work.

Why is it worth choosing viral marketing?

A well-thought-out and properly prepared viral campaign has virtually unlimited reach. It may happen that thousands of users are talking about it just a few hours after the content is shared. This is an excellent opportunity to reach completely new groups of recipients. What other benefits come from viral marketing?

• Low distribution costs – this is due to the mentioned reach – users themselves share your content, and it doesn’t cost you anything. The only cost is the creation of advertising material.
• Positive associations with the brand – advertising that stays in the user’s mind and makes him want to share it with others is the best advertising. A huge advantage of viral advertising is the lack of intrusiveness – it is the user who decides to share the content, which also helps build a positive brand image.

How to make a campaign go viral

In fact, no marketer will undertake the mission of carefully planning a viral campaign with certainty of success. Too much responsibility here lies with the users – they largely determine the success or failure of the campaign.

Viral marketing cannot be precisely planned and no professional agency can promise that the material it creates will definitely go viral. The potential of advertising content can be estimated, but user reactions cannot be precisely predicted.

However, it is important not to lose control over your own content, as this may result in a deterioration of your image in the eyes of your audience.

Is viral marketing effective?

If done skillfully, yes, it can be very effective. Although viral content often resembles amateur content, it is worth recording good material and spending some time on editing it. target audience are increasingly demanding when it comes to the quality of graphic and video materials. The effectiveness of a viral video depends on how strong the emotions the created material evokes in them.