Viral marketing is a strategy that is widely used of influencing customers to become promoters of the proposed product or brand. This technique is very popular because it is very cost-effective and generates more credibility compared to traditional advertising.
The principle is quite simple, but to set up viral marketing requires skills and know-how. We will see below, in detail, what viral marketing is and how to implement it.
Why Implement Viral Marketing?
Viral marketing, which is also quite often calledbuzz marketing, is an inexpensive strategy that also gives very significant results. An advertisement is generally more accepted when it comes from a relative or an acquaintance than, for example if it were broadcast on television. Indeed, we give much more credibility to a loved one with whom we have social ties and who has tried the product in question.
So, this strategy is mainly based on the mouth-to-ear channel between individuals. In addition, with this method, it is not only the product that is highlighted but also the notoriety of the brand. But now, for content to really go viral, it’s not easy. The message must be simple to understand, the advantage of the product or service very obvious and sought after, the product must satisfy the greatest number, exceptional quality, etc.
To give an example, a certain brand of crisps was offering a million dollars to the person who would come up with a great crisper flavor. This ad was as viral as you can imagine and has spread around the globe. The main objective was to improve brand awareness and currently it is one of the biggest brands of crisps in the world.
How To Do Viral Marketing?
Creating content is accessible, but going viral is nowhere near that easy. Because the content of the message should be unique, very interesting, and catch the attention of the general public. Oftentimes, emotions are used in this type of business strategy as in many other strategies for that matter. But emotions make it possible to better memorize the advertising message.
To give a concrete example, taking the example of an ad on TV. If this ad makes viewers smile, it will be more accepted and remembered than an ad that emits no emotion. It is the same principle that is used in viral marketing. The product or service offered must be non-standard, that is to say, meet an obvious need and in the best possible way. Indeed, if there are already similar products on the market, it is very unlikely that yours will make the buzz.
It is, therefore, necessary to promote a product that presents innovation, which surprises and attracts curiosity. Public demand is more and more sophisticated with ever-increasing performance. Viral marketing uses internet channels but also word of mouth to spread its message.
Techniques Used In Viral Marketing
Emotions, as we have indicated, are a prime vehicle for ensuring that your message goes viral and spreads fairly quickly. Emotions can be positive or negative depending on the type of message obviously. A humanitarian aid NGO, for example, will no longer need to broadcast content with negative emotions in order to collect donations. It depends upon the type of content and the purpose. The second technique is not to put forward a purchase proposal but rather to try an indirect method that will subsequently motivate to buy.
The message should be designed in such a way as to surprise and amaze. The viral requires above all originality in the content. The following technique is simply a gift. Everyone loves free gifts especially if they are of good quality. With this technique, you will be able to have new customers and increase your notoriety. The gift should preferably be fairly durable over time and designed to be visible to those around you.
It’s a way to advertise indirectly through customers. We will summarize the different techniques that you can use to set up viral marketing:
- emotions and feelings;
- famous promoters;
- exceptional product;
- indirect advertising;
- offer a gift