Viral marketing and the power of social media

Viral marketing… You have surely heard of it! But do you know exactly what the term means? You can use this type of campaign quite effectively for your own product too. It does not have to be complicated. In the following text, you will find the key information and an overview of the options this kind of advertising offers. You can also read how it has helped other companies on their way to success.

What does viral marketing mean?

Viral marketing is one of the basic types of guerrilla marketing. The word “viral” comes from the biological term “virus”, because it describes something that spreads very quickly. It is mainly associated with social media. When something appears there that really catches people’s attention, they feel the need to share it with others. Without realising it, they help raise awareness of the brand or product. As a result, the campaign costs the company very little.

Features of viral marketing

Viral marketing is known for being very interesting and entertaining. Sometimes even shocking. It often deals with a controversial topic that everyone likes to discuss and give their opinion on. For a company and its brand or product, there is no better way to raise awareness. The main tool for spreading this kind of advertising is therefore people.

Advantages of viral marketing

By now you surely understand what viral marketing is and how it works. But do you know why you should use it? Why choose it over traditional forms of promotion? It will surprise you with a whole range of advantages. The following list reveals their secret.

1. Wide reach: If a campaign goes viral, it automatically spreads to a huge number of people. That is certainly something you will appreciate when promoting your product!
2. Greater brand awareness: Reach goes hand in hand with greater brand awareness. Viral marketing is very effective at this!
3. Low costs: As with every type of guerrilla marketing, this one will not cost you much money either!
4. Building a relationship with the customer: Because viral marketing tries to involve consumers in the action, the company automatically builds a relationship with them.
5. Greater credibility: Because the customer receives the recommendation not from the company but, for example, from someone they know, their trust grows. And that has a very positive effect on sales!
6. Fast spread: Speed is a given with viral marketing. You do not even have to try very hard, and you may see results within 24 hours!
7. Competitive advantage: Originality is essential in viral marketing! It will surely help you stand out from your competitors.

Disadvantages of viral marketing

If you are planning to use this type of campaign, be careful. Unfortunately, it can sometimes turn against you! You may release suitable and positive information, but it is then repeated a hundred or even a thousand times. In the end, it may turn into the complete opposite of what you said. For example, it may take on an ironic tone and come across negatively.

Tips for using it

Now that you know what viral marketing is, how it works and what its advantages and disadvantages are, it is time to look at specific tips for using it. They are surprisingly simple and effective. So read on!

1. Create a fun video! Videos are very popular with followers. And if they are also interesting, original or funny, success is guaranteed!
2. Let your followers compete! People generally love competitions and challenges. So give them that opportunity.
3. Create original content! You do not have to spend a lot of money on the campaign, but it will take a good deal of your energy. The idea must be truly interesting for it to start spreading among people on its own.
4. Encourage users to share! Give customers a space where they can share their impressions and experiences. They will surely be grateful for the chance to write reviews and join discussions. And awareness of your brand will rise significantly!
5. Use influencers! Reach out to people who have a strong influence on social media. This will boost your reach sharply.
6. Focus on controversial content! It attracts a lot of interest and attention. People will want to comment on the topic. And that is exactly what you want!
7. Use social media! A smart tip to finish with… Yes, without it, it would not even be viral marketing!

Examples of viral marketing

You could have first come across viral marketing as early as 1996. That was when Hotmail used it together with informational e-mails. However, these campaigns are much more successful today, when they can be boosted by social media. Do you know any specific examples?

Ice Bucket Challenge

Would you like to see Bill Gates pouring a bucket of ice-cold water over his head? You can! The campaign became a worldwide phenomenon in 2014. It aimed to raise awareness of amyotrophic lateral sclerosis (ALS). It challenged people to pour a bucket of cold water over their heads, film it and share the video on social media. Bill was joined by Elon Musk, Donald Trump, Mark Zuckerberg and President Obama, among others.

Old Spice

The well-known video adverts by Old Spice are another example of viral marketing. They became very popular thanks to their unusual and humorous approach. They gained millions of views on social media. You will surely remember one of them straight away!

Evian water

Evian ran a successful viral campaign. It is a video in which people meet their “younger selves” in the form of their child versions, shown as a reflection in a mirror. Thanks to its unusual and fun concept, the advert became very successful. It became famous… How else but through social media!

IHOP = IHOb

An American fast-food company bet on viral marketing. For its promotion, it used the well-known social network Twitter. There, it hinted that it was changing its name from IHOP to IHOb. People started guessing what the “b” in the name stood for. Within a short time, it caused a huge stir and got the public talking about it. In the end, people found out that the “b” stood for hamburgers, or burgers.

Blendtec

Have you ever tried to blend an iPhone? A crazy idea, isn’t it? But perfect for promotion. The CEO of Blendtec tried it in his viral video. This proved the product’s performance and sharply increased public interest!

Burger King

Do you remember the work of art that sold for 120,000 dollars in 2019? It was an ordinary banana stuck to the wall with duct tape. Burger King responded to it with a witty post. Compared with a banana worth 120,000 dollars, a chip for a hundredth of a euro is quite cheap, isn’t it?