Have you ever wondered what does the word “viral” mean? Have you ever thought what might go into creating a so called “viral phenomenon”? Is it an act or some form of information flowing through a network?
To explain it in simple terms it’s more of a pattern (or object) that has the ability to replicate its own copies, more like a chain reaction. This is a common way to describe how thoughts, information and trends move into and through a human population. In a business context this “pattern” is referred to as CONTENT.
Marketing departments of businesses try to create such “patterns” or content that has the ability to go Viral. This generally falls under two categories – entertaining & useful. Something that has a unique blend of both these elements is an ideal form of VIRAL content.
Your content could be an article, a video, marketing collateral, a photograph, an info-graphics or simply a piece of news. Unlike traditional marketing and advertising content, there are certain attributes of typical viral material. Here are some important elements of viral content:
Keep it positive, real and simple: Any form of content that creates a positive effect has more probability of going viral. Stuff that makes us feel good about ourselves and the people around us. The content should be real i.e. it should appear realistic and believable. Also, any material that is confusing to understand or comprehend is generally ignored. The most viewed, talked about and shared content is anything that is simple to understand.
The SHOCK factor: Your content should have the “awe” effect i.e. it should simply be remarkable. It should be something that people haven’t seen before and can’t resist commenting on. This could be in the form of a video, a research article, or it can also be something as simple as an exhaustive list of some useful resources or tips.
Appreciation and recognition through association: This is by far the most important attribute of viral content. When people share or talk about your content they would expect appreciation and recognition for it. A user who shares content will want to be recognized both as the person who discovered it and the person who introduced others to it.
Sharing is Caring: Any form of content created should be made share-able. With the advent of social media, it’s important to keep in mind that your material should have the option of sharing i.e. it should have buttons that allow it to be shared on social media websites such as Facebook, Twitter, Digg etc. These social media platforms have become the hotspots for viral content. A simple retweet or a “LIKE” could get tremendous amount of traction to your content.
Last but not the least; we should never forget that we need to STAMP and brand the content. The creator of the content should get due visibility, and its best done when you do it subtly at the end. Things like a quick mention about your business or brand in your article, photograph, video or info-graphic, go a long way in creating awareness about your business.
1. Dove “Real Beauty Sketches” – 4.24 million Shares
The video used an FBI-trained sketch artist to draw women first based on their own self-perception and then based on that of a stranger.
2. Geico “Hump Day” – 4.03 million Shares
In the viral video you see a happy camel walking through an office, asking some grumpy employees very enthusiastically to guess what day it is. Eventually one grumpy female employee responds: “It’s hump day”!
3. Evian “Baby & Me” – 3.34 million shares
This add features grown-ups taking part in a joyous dance-off against pint-size versions of their younger selves.
4. Kmart “Ship My Pants” – 3.05 million shares
In this famous Kmart ad a women says, “Whoah, I just might ship my pants”, upon hearing word from a Kmart sales staffer describing the retailer’s service that ships goods for free to customers who can’t find items them want in stores.
5. Cornetto “Yalın – Keyfi Yolunda, Aşkı Sonunda” – 2.91 million shares
This three and a half minute video is a simple Wes Anderson-esque tale of young love from Turkey.
6. Budweiser “Brotherhood” – 2.72 million shares
This famous ad shows an iconic Clydesdale horse growing up and leaving its owner.
7. Pepsi Max “Test Drive” – 2.69 million shares
In this video Jeff Gordon redefines a test-drive in an elaborate reality-style prank for an online video and TV spot called “Test Drive.”
8. MGM/Carrie “Telekinetic Coffee Shop Surprise” – 2.17 million shares
In this viral add we see a prankster with fake telekinetic powers freaks out an entire coffee shop.
9. Ram Trucks (Chrysler) “Farmer” – 1.88 million shares
The video uses images of life on the farm designed to remind people of their connections with the farming community.
10. Volvo Trucks “The Epic Split feat. Van Damme” – 1.82 million shares
In this add the Hollywood actor Jean-Claude Van Damme performs “the most epic of splits” as he stands smack-dab between two large trucks moving in reverse.
“If your customers use video in every facet of their life why are you using text to market to them?”
Have you ever asked yourself this question – how many times do you watch a video in your day-to-day life?
We go online to watch videos in all forms – news, sports, events, commercials, films and more. Even when we are at work, most of our communication happens through video ex Skype etc. The internet world has become a virtual platform where visual communications is becoming easier every day. We even download movies on to our computers and smart phones. We get our favorite entertainment content –not all of it but – a lot of it is on YouTube and a lot of it is obviously through shorter clips, video snaps, versus long form programming.
In fact, Google is putting more online video ads as part of their PPC management. We are going to see a lot of pre-click videos where you can watch a video of a customer which is essentially an ad of what someone does before clicking on a site.
The point is, if all of this is surrounding us, then why market using text. If video is involved in every aspect of our lives, then sooner or later we would not respond if we are “marketed to” using text.
At Small Business Pool we create professional online video campaign coupled with social media marketing. We help you visualize your objective into a professional online video with quality content and creative visual treatment, which will give you the required edge in the market.
A professional online video campaign coupled with social media marketing results in far greater potential than videos posted without a marketing effort behind them.
We do: Corporate Videos, Video Resumes, Training Videos, Event Videos, Commercials & Viral Marketing Videos.
Viral marketing describes any strategy that encourages individuals or a business to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.
The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.
Off the Internet, viral marketing has been referred to as “word-of-mouth,” “creating a buzz,” “leveraging the media,” “network marketing.” But on the Internet, for better or worse, it’s called “viral marketing.”
The Kolaver Di Example:
Why This Kolaveri Di (English: Why This Murderous Rage, Girl?) is an Indian song from the soundtrack of the upcoming Tamil film 3, which is due to be released in 2012. The song is fast becoming a case study on how viral marketing can create a cult following for a product.
It’s a classic case of ‘viral marketing’ gone wild, says brand expert Harish Bijoor about the far-reaching impact of the song. Why this Kolaveri Di. This quirky Tanglish (a portmanteau for Tamil and English) number, which became an instant hit as soon as it was digitally released by Sony Music India in the second week of November, has now entered the lexicon of one and all. Three weeks on, the song has received a whopping 19 million hits on YouTube, has been on the playlist of 43 radio stations across India and has been ‘shared’ by over 6.5 million Facebook users.