Today, on the Andy Jenkins blog, we’re going to talk about that marketing pipe dream: viral marketing.
These days, going viral is all the rage. It can be quite successfully argued that viral marketing is the most effective marketing tool ever. Low-risk, high reward, instant gratification. You hear it everywhere these days: “We need a viral marketing strategy”. Viral is magic, and it seems attainable, a force you can unleash unto the unsuspecting internet that can turn any advertising spin into gold, baby, gold!
… So why isn’t everyone doing it?
Unlike traditional marketing strategies, viral marketing isn’t universal. Some people won’t get it. Also unlike traditional marketing strategies, getting a campaign to go viral is extremely difficult. Most viral content is a result of happenstance: sometimes, something just sticks.
So is it truly possible to make a viral marketing campaign? Sources claim that out of 10 launched campaigns, maybe 3 or 4 will make it viral. Sounds kind of time-consuming, as well as inefficient, doesn’t it? Sources also say that those 3 or 4 successfully launched campaigns will generate so much exposure; it’ll have made creating the original 10 all worth your while. Think of it like a raffle draw – the more entries you send, the more chances something will stick. Here are a few examples of the kind of content that has the most potential to spread like a disease:
1) Hilarious content – Videos, jokes, animations, memes – if it tickles your funny bone, chances are, someone out there’s going to think it’s pretty damn funny, too.
2) Controversial content – Nothing like a good debate to get the blood going. Divisive, provocative content encourages people to think and share their opinions on the subject. It’s human nature to love a good scandal, too – nothing beats a good ol’ dose of schaudenfreude.
3) Informative content – Believe it or not, people do go on the Internet to learn things sometimes. If you are able to provide a unique spin or perspective on already-existing content, or able to generate content that people won’t find anywhere else, you become the resource, and people become more likely to recommend your site and share your material with others.
Now that you know what kind of material is most likely to be picked up, your next move should be how to get it picked up. For this, you need a good social media manager whose sole purpose in life is to spread your content to the world and constantly see to its online growth. Don’t have a social media manager? Getting something to go viral can still be managed by doing the following:
1) Include a “share this” button in your campaign– Allow people to repost with a link to the source – you. Just having that button there will go a long way for you, plus it’s not that hard to affix at the end of every post.
2) Get hip – You don’t want to be 2000 and late, cuz, so keep up with what’s popular and use the trends to your advantage. Talk about recent events and happenings and don’t get left behind.
3) Be concise– Walls of text don’t generally stick to the brain as well as statements that are clear and direct to the point.
As a disclaimer, I feel the need to reiterate that most successful viral campaigns are created by way of pure chance. However, this stuff should serve as a step in what is more or less the right direction. Take one part, two parts, shake in a cocktail shaker, pour into a martini glass and garnish with olives.
Until then,
Andy “Going Viral” Jenkins
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