Viral Marketing

Viral Marketing

What is the Viral Marketing? How and why it works? What are the tips for the success of the viral marketing campaign?

The Viral Marketing is a marketing technique that is using the social networks ( both online and offline ) for transferring the message or advertisement, through self replicating viral process. This viral marketing process is very similar to spreading computer viruses or biological viruses.

Literally anything can be the subject of viral marketing effect: information, web link, video clip, e-Books, etc.

Advantage of viral marketing is that it takes very little or no investment. The viral marketing system is powered by the will of transmitters to pass the message further. The power of exponential growth is tremendous. If every person is distributing the information to 5 people and further, this gives are 3.125 informed people after 5 levels from original message transfer.

Methods of viral marketing expansion can be:

  • Word of mouth – simple communication between people who knows each other. This method of viral marketing is present in both on line and off line environments.

  • Social Media such as Facebook, Myspace etc. are the perfect examples of viral media. First of all, the number of people who are using these services is tremendous. Secondly, members of these social media environments are connected very well, since every user has many contacts. Finally, method of sharing idea or message is very simple, through different sharing techniques e.g. share on Facebook. Considering the fact that two thirds of internet users are visiting social networks or blogs every week, it is obvious why this method

  • "Invite Your Friend" calls from different e-services. These calls for actions are moving significant part of population who wants to share the message, but they are not willing to invest effort. When the tool for efficient transmission of message is available with little or no effort, even the laziest readers will share the article with friends.

Advantage of viral marketing is that it takes very little or no investment. The viral marketing system is powered by the will of transmitters to pass the message further. The power of exponential growth is tremendous. If every person is distributing the information to 5 people and further, this gives are 3.125 informed people after 5 levels from original message transfer. The viral marketing experts know this formula very well, therefore, the viral marketing is part of marketing techniques portfolio.

However, the success rate of viral campaigns is questionable. Disadvantage is that viral marketing is not reliable as a standard method of information transfer, since it is not likely that every idea will be transferred at the same rate. Simply, the outcome of the viral marketing campaign is totally unpredictable, since the power of campaign depends of many parameters. If the message or product is not enough useful, interesting, innovating etc, it is highly likely that it will not be transferred any further.

Also "viral competition" dictates the effectiveness of viral campaign. If two similar campaign are launched at the same time to more-less the same population, it is likely that the social group will transfer the message that seems more interesting and useful.

There is no secret formula for guarantied success of viral marketing campaign. In general, the fresh ideas, interlaced with humor, anticipation and value adding elements can help the viral marketing campaign to succeed.

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Readers' Questions

  • ghenet
    What is a disadvantage of a viral success?
    7 months ago
  • One disadvantage of viral success is that it can be short-lived. Viral content typically spreads rapidly and gains widespread attention and popularity in a short period of time. However, this often fades just as quickly as it came, resulting in a minimally sustainable impact. Once the initial hype dies down or trends change, the content may lose relevance and fade from public memory. Another disadvantage is the lack of control over the message or narrative. When something goes viral, it can be shared and interpreted by countless individuals, leading to various perceptions and meanings being attached to it. This can sometimes result in the original intent or message of the content being distorted or misunderstood, which can be detrimental to individuals or brands involved. Additionally, viral success can bring with it negative consequences like criticism, backlash, or negative publicity. As a viral phenomenon attracts attention from a wide audience, it also invites scrutiny and criticism. In some cases, this criticism can be severe and have a detrimental impact on the reputation or well-being of the person or organization associated with the viral content. Furthermore, relying on viral success as a measure of success can create pressure to constantly replicate and outdo previous successes. This pressure to constantly create viral content can be stressful and demanding, often leading to a decline in quality or authenticity. It can also limit creativity and innovation, as creators may be hesitant to take risks or explore new ideas that may not have the same viral potential as their previous work. Overall, while viral success can bring short-term fame and recognition, it also comes with disadvantages such as short-lived impact, loss of control over the message, negative consequences, and increased pressure to replicate success.
    • gerda
      What is the communication process for viral marketing?
      1 year ago
      1. Identify Your Target Audience: Start by researching who your ideal audience is and create a persona of your average customer.
      2. Develop Compelling Content: Create content that evokes certain emotions and encourages sharing across social media networks.
      3. Choose the Right Social Media Platforms: Determine which platforms are the best fit for your target audience.
      4. Create Engaging, Interactive Campaigns: Create engaging campaigns and activities that will give people a reason to share your message.
      5. Track and Measure Performance: Use analytical tools to track the performance of your campaigns and measure their success.
      6. Create Contagious Content: Always keep in mind that your content should be shareable and create a strong call-to-action.
      7. Reach Out to Influencers: Reach out to influencers and thought leaders who may be interested in promoting your content.
      8. Promote Your Content: Promote your content on your own website and social media accounts, as well as partnering with other sites to further extend your reach.