Lady Luck or Marketing Magic?
Going viral is the stuff dreams are made of! It’s too bad the stuff it takes to go viral isn’t easy to pin down. The most fully developed, fine-tuned, and well-executed marketing plan still cannot guarantee that content will see viral success. However, there are a few strategies to use that can help you position your brand to reach the top level of success that it can.
Here are the top five choices of what I consider to be characteristics of a viral campaign:
1. Creativity
Great content stands out! Jumping on a trend? Make sure your content adds something unique to it. Memorable and standout visuals show social media users how much you’re willing to invest in your brand and possibly encourages users to want to do the same with their time or money.
2. Relatability
That’s so me!” Does your marketing campaign have what it takes to make someone say this? If not, it should. There’s a special feeling that happens when a marketing campaign establishes a connection with the target audience. One user wants to share that piece of content with those who know them to see if they also agree with or relate to that same piece of content. If the stars align, the content will take off.
3. Good storytelling
Everyone loves a good story. A good story keeps people captivated. It makes people feel something. Make sure your content is giving that feeling. Make sure your overall campaign makes your target audience feel an emotion that makes them want to act.
4. Shareability
Content that is difficult to share won’t be shared. It’s that simple. Making it easy for your audience to share your content increases the chances that they will share it, and they will most likely share it more than once. Many social media users are active on multiple platforms. Increase the chances of your content going viral by making it easy to share in multiple places. If it can be downloaded or shared across platforms, that’s even better!
5. Timing
Like in many aspects of life, timing is everything! Even the best content won’t reach its full potential if the timing is wrong. This could be a matter of researching the times your target audience is most active with their social media usage on specific platforms. It could also mean taking advantage of holidays, seasonal changes, sporting events, major pop culture events, etc. Improperly timed content can fall flat, while properly timed content can soar.
That’s pretty much it! Keep putting your best content out there, keeping your target audience in mind, and telling them the best story you can (textually and visually) about your brand. When it’s all said and done, once your content is posted, it’s above you now. Whether Lady Luck favors you or you find yourself basking in a bit of marketing magic, remember to enjoy each marketing win–no matter how big or small.
Oh, and in case you’re wondering who I think absolutely nailed their viral marketing campaign: Barbie, of course! (You know my love of Barbie runs deep.) Pink was everywhere, the brand collaborations were many, the Barbie frames and filters were on every platform imaginable, nostalgia was on high, and they build up a huge buzz before the movie came out! Marketing Magic–and maybe a huge budget–at its finest!
Let me know. Which viral marketing campaign have you found most memorable?
Want to read more about going viral? Here is what the experts have to say:
14 Best Social Media Widgets for WordPress in 2024
The Ultimate Guide to Viral Campaigns
Barbie Marketing Campaign Explained: How Warner Bros Promoted the Film
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