We’ve all wondered why some content goes viral while others don’t. Why do I only think of Amazon when I need to buy something, rather than any other website? And an engineering graduate from India considers joining TCS first, rather than any other IT company. Basically, we all are looking for Viral Content Marketing Strategies.
We all become engrossed in this. So, let’s talk about it today and come up with some solutions.
Why Content Goes Viral?
A boy from Italy who doesn’t dress up doesn’t have much editing experience, doesn’t have a marketing budget, and isn’t affiliated with any organization. He unexpectedly becomes the world’s sensation. He just makes TikTok videos and mocks people. Khaby Lame, you are correct.
Have you ever wondered how this guy became famous and went viral?
Take another example: a football player shares a sonography picture with his partner, which goes viral. Yes, I’m referring to Cristiano Ronaldo. He informs all of his fans that he is expecting twins, and the news goes viral, causing people to go insane. Do you believe they have a marketing strategy in place to make this image go viral?
Every marketer and brand manager is asked to create viral content marketing strategy and devise viral marketing strategies, and it becomes a nightmare for us if we are unable to come up with some ideas. Furthermore, how can we differentiate ourselves from the competition when there is a lot of it? And we believe that it is a game of chance and that there is no secret to creating viral content.
However, this is not the case. There are numerous tried-and-true strategies for making your content go viral. All you need to do is understand your target audience and your industry. You must establish a connection with your target audience. And, like any other type of marketing, viral marketing is not an overnight success, and it is not for everyone on the planet. You must devise a viral marketing strategy for your target audience in order to stay on their minds. In the same way that many people do not know who Cristiano Ronaldo is and do not like football, many people do not know who Cristiano Ronaldo is. As a result, that image will have no effect on them. In the world of cookieless marketing, where paid marketing will get some difficulties to reach more and more audience as third party data will not be available, viral marketing will be an added advantage for marketers.
So, in this section, we’ll look at what kinds of content go viral.
I recently finished the book “Contagious.” Author, Jonah Berger from the United States described the “6 STEPPS” of what, why, and how content goes viral. I will share these “6 STEPPS” with you all and explain how we can create such content.
Let’s look at an example to help you understand. Your neighbor comes to your house and tells your father an interesting fact about cats, that cats have an extra organ that allows them to detect scents in the air. You are amazed and look it up on the internet to see if it is true, and then you meet your friends and tell them the same thing, and they all praise you for the unique information. One of your friends’ friend has a cat, so he goes up to him and says, “You know your cat can taste the scent,” and the person is taken aback. This is just information, but why are all these people sharing it? Because if you share some unique information with people that is uncommon, they will think you are cool, smart, and informed.
Use in your viral marketing strategy: Create content that makes people appear intelligent and cool when they share your information. For example, if you are a dress designer, you can share information about the most expensive dress someone has ever worn or the softest material on the planet, as well as how you use that material in your dress design.
Remember when you asked someone to buy you chips and they asked you without a second thought if you wanted green flavor or yellow flavor, and you know I’m talking about Lays, and you also thought of Lays while reading (unless you’re a fan of Your Mumma’s homemade chips). Another example: you want to buy a new phone and ask a friend which one you should get, and he tells you right away that the iPhone 13 has just been released.
People in these two scenarios are constantly thinking about these two brands, which is referred to as the trigger. When we discuss something and you have a specific brand in mind, such as Parle-g with chai or Colgate with toothpaste.
Use in your viral marketing strategy: We need to create content that people can relate to in their daily lives. Even if it has nothing to do with your industry, they will remember your name.
You’re scrolling through your Instagram feed when you come across a video with a meme in it. You laughed a lot and want your friends to laugh as well, so you share the meme with them. You’re scrolling again, and this time you see a video of a man saving a puppy from a well. You’re moved, and you share the video with your friends. You were moved by the following post, in which an elderly man wanders the streets, dying of hunger, and no one buys anything from him, and you shared it with your friends. All of this content has nothing to do with the aforementioned two types of scenarios “Social Currency and Trigger,” but you shared it because you were moved. If people can relate to it, happy-sad, positive-negative, or any other type of emotional content may go viral.
Use in your viral marketing strategy: Recognize people’s emotions. Consider the case of Cadbury. They always come up with some emotional advertisements for Diwali or Rakshabandhan.
“If something is built to show, it’s built to grow,” says the book. I’ll use “Apple” as an example, not the fruit, but the Steve Jobs brand. Their logo placements in their Mac Book have a backstory. They have a huge debate and meeting about where the Apple logo should be placed. When the owner of the Macbook closes it, the logo is upside down. Why? Because they want others to be aware of the brand. How? When the owner of a Macbook opens it to work, the people sitting opposite him can see the logo as it is created, and they remember and talk about it.
Use in your viral marketing strategy: Create content in such a way that your brand identity is prominently displayed. That’s why most websites keep their logos in the top left corner because it’s the first place visitors see them.
Everyone enjoys assisting others and sharing information that may be useful to others. I’ll talk about one of my life’s incidents. When I was unsure about what I should do with my career, I discussed it with my friends. So, when my friends heard about it, they used to share that information and content with me whenever they saw an advertisement or people talking about new career opportunities. Why were they doing that? Because they were assisting me and I was getting value from the content.
Use in your viral marketing strategy: You must create content that people will find useful. Again, using a designer as an example, if you are a dress designer, you can create content such as what type of clothes will look best on obese people or which fabric those people who are allergic to dust should not wear because that particular type of fabric absorbs the dust.
People love talking. And, especially if they have interesting stories to tell, they look for opportunities to share them. Why movies are more memorable than school history books. Because of the stories. Movies tell stories that convey information. I believe that everyone is familiar with Jack Ma; the founder of Alibaba. We remember because we read about him in the form of a story.
Use in your viral marketing strategy: Storytelling is the most effective way to stay in people’s minds. Create content in the form of a story and watch the magic happen.
The author had shared the “6 STEPPS” with us.
You can use any or all of these, depending on your industry. But, before we create some viral content marketing, let’s make sure you’re building trust. Because viral content can increase engagement, if you want to build long-term relationships with your audience and users, you must be a trusted brand and provide value to them.
If you enjoyed it and have any additional thoughts, please share them in the comments.