Viral marketing is a method of marketing whereby consumers are encouraged to share information about a company’s goods or services via the Internet.

The viral effect can spread through many different networks, including:

  • Word-of-mouth
  • Email
  • Social networking sites (Facebook, Twitter, LinkedIn, etc)
  • Video sharing sites (YouTube, Vimeo, etc.)
  • Web forumsViral Marketing

Benefits of Viral Marketing

For Consumers

Influencers serve as a credible source for customers’ decision-making process. Viral marketing links to difficulties in customers’ decision-making process and Paradox of Choice, as they face various adverts and newspapers daily.

For Companies

Using influencers in viral marketing provides companies several benefits. It enables companies to spend less time and budget for their marketing communication and brand awareness promotion.


How to implement Viral Marketing techniques

Target the appropriate audience and channels

The very first step to develop a viral marketing campaign is to find out who your targeted audience are and where your target audience lives online.

Nothing goes viral on its own, you need to send the right message to the right people. Your message needs to create the interest, if you want them to share with others.

Keep it Simple

Your campaign cannot be complicated. If you are sending a novel to your target audience, they aren’t going to pass it on. A short video, a simple infographic or a concise article are the most likely targets for something that goes viral. Stick to two or three main marketing messages, and nothing more, in your campaign. Once you have grown your audience through your viral marketing campaign, you can give them additional information when they come to you directly.


Offer valuable product or service for free

Who does not like something valuable for free?

I don’t think so you will get many people who would say they don’t want to get something valuable for free. That’s why, “Free” is the most powerful word in a marketer’s vocabulary. Most viral marketing programs offer valuable product or service for free to attract attention.

Wilson’s Second Law of Web Marketing is “The Law of Giving and Selling”. (WILSON, 2012)It means once you give away something, you sell something.

But HOW?

Free generally attract the visitor’s eyeballs. Eyeball then see the others desirable things that you are selling and increase their desire to buy! Eyeballs bring sales opportunities, valuable email addresses and advertising revenue. That means if you want to earn something; first you should pay for it.

Don’t Try to Force It

Don’t hit your audience too hard with your new campaign, though. If it’s going to go viral, it will. If it’s not, no amount of blasting is going to make it happen. Launch your campaign at a strategic time, remind your audience about it casually, and then see what happens.

Social Media Viral Marketing

Social Media performs a most important role in Viral marketing. A business organization or in small scale business Facebook, instagram plays a vital role in increasing the sales and making their product and services even more attractive. Social media is the pillar to viral marketing if you want your product to grow, you have to upload your contents on social media. You can also offer some discounts and services on social media. It’s also quite embarrassing if you don’t have any page on Facebook or have any website of your business.

Viral Marketing example

The best example of viral marketing which gone viral is an ice bucket challenge. Ice bucket challenge is an act of pouring ice cold water on someone’s head in order to spread the awareness of the disease called Amyotrophic Lateral Sclerosis (ALS). He was instrumental in making this activity a sensation of the social media networks to generate awareness amongst the masses about ALS disease. The campaign has gone so viral even Mark Zuckerberg and Bill Gates accepted the challenge and uploaded videos on social media.

viral marketing

Another example of viral advertising is Paytm. When Narendra Modi announced the war on black money by demonetizing all 500 and 1000 rupee notes and suddenly it all made sense for an upcoming startup to say

“ATM Nahi, Paytm karo”

Vodafone ZooZoo ads which mainly appeared during the IPL season. The advertisements were really attractive that it catches the attention of each and every individual and the ZooZoo laugh had become so popular it was even used as the ringtone.

viral marketing

Amazon India #AurDikhao it was based on the insight that the Indian customers loves to be sploit for more and more options before finally making a purchase decision. The eCommerce brand also launched the #aurdikhao contest asking users to tweet what they would like to see more of in the IPL.

viral marketing

Viral Marketing Ideas

The best viral marketing idea is by doing something unpredictable and unexpected which attracts the audience and also by rewarding your customers by giving them discounts and some benefits like quantity gifts.

Connecting with your audience is the vital part of viral advertising. One can easily connect with their audience through mails or comments. The more you connect, the more your advertisement goes viral.

Thinking outside of traditional market can help a lot in making an advertisement go viral by creating something creative and thinking outside the box rather than making boring advertisements. Making advertisements funny, emotional which triggers up the emotion can be gone viral.

Spreading awareness in the form of entertainment can go viral. Awareness of the endangered species such as Bengal tiger was gone so viral that it stopped poaching of wild animals and it saved many wild animals through that campaign.

Google actually can help a lot in making an advertisement campaign go viral and has made many brands go viral also. Having a blog for your business can be really beneficial for the business as millions of people use google search. It can bring a lot of customers for your business. Social media methods are even more powerful in creating your business go viral if you can’t pay for TV  Facebook advertisements can be the cheapest source for advertising.

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