Why things catch on?

Last class we discussed the power of video marketing and how to make it viral.  Marketers are well aware of the power of viral videos and usually use the same techniques to sell their brand.

Smart and savvy companies of all sizes explode the mainstream consciousness by creating campaigns that compel consumers to share content with their social graphs. Some campaigns are hilarious; others are heartbreaking. But all contain triggers that get people talking.

The best video ad campaigns commonly tells a warm story that appeals to the viewer’s emotions in order to identified with the customer and transform it on a personal connection. And when they have a neat twist or surprise ending, so much the better.

Overall, campaigns go viral simply by provoking a powerful reaction across a set range of demographics. And that visceral response is what separates viral breakouts from busts.

According to Jonah Berger, marketing professor at the Wharton School and author of Contagious: Why Things Catch On, there are six key drivers under the acronym STEPPS that makes video campaigns go viral. They are:

·      Social Currency (e.g., sharing things that make people look good)

·      Triggers (acknowledging that we talk about things that are top-of-mind)

·      Emotion, Public (imitating what we see others do)

·      Practical Value (news people can use)

·      Stories (information passed along under the guise of idle chitchat).

Understanding and leveraging these drivers does not guarantee a successful campaign. And, to make things worst, many times companies confuse the objective of chasing this idea of 'viral' without thinking of building content, which will help the brand/products. Berger contends. "You can make a really funny video, and people will laugh, but if it doesn't have anything to do with the service you're offering or the product you're selling, it's not going to impact sales. Too many companies and organizations are chasing good content without understanding how to make it help the brand."

In Conclusion, Viral isn’t luck or chance. There’s a science behind it. We share the time we got upgraded to first class, or forward a funny video, because it makes us look smart and in-the-know. So one way to get people sharing your content, or to create a video based on your campaign, is to make them feel like insiders or create something remarkable that makes them look clever for sharing.

Sources: Entrepreneur.com; forbes.com