Sunday, April 17, 2016

What makes a campaign viral!?

Here there are some steps you can take to increase your chances of having your campaign go viral.

Make It Visual
The things that go viral are the things that are visually appealing, in almost all instances. Adding video or images to your campaign is one of the first things you need to do to build a viral marketing campaign.
However, you also need to make sure that the visuals are viral-worthy. Make them humorous, informative or surprising. The more surprising, the more of a chance the item has of being shared.
Blog posts, Tweets and Facebook posts with images are more likely to be shared. Buzzsumo did a study of over 100 million blog posts where it looked at the number of social shares each post got, and found several similarities between the most shared content. One of the elements that stood out the most as a recurring theme was the importance of visuals.
The study found that posts with one or more images get more than twice as many shares on Facebook and Twitter than those without any images in them.

Plan the Message
While some viral campaigns are accidental, most are carefully planned.
Make a careful script for your video or a careful plan for your infographic so that your ultimate message is clearly received by your audience.

Work the Emotions
Viral campaigns are the ones that tug on people’s emotions. Often they are humorous, but they can also be sentimental. As you plan the campaign, make sure there is an emotional catch.
Play on their fears, hopes, dreams or sense of humor, and your campaign will be far more likely to go viral.
Emotion is what compels people to take action. Some people eat when they’re sad. Some people go to the gym after watching a motivational sports movie. The feelings that you get after seeing, hearing or reading something that strikes an emotional chord influences your behavior. And there’s science to back it
Know Your Audience
As you consider the emotional triggers to tap, make sure you know the triggers that affect your audience.
What is it they want from you?
Are they hoping for some super secret information?
Are they looking to be entertained?
Are they wanting to appear informed and clever?
Keep the Campaign 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.

Launch the Campaign
When are they most likely to be online, visiting social media sites?
This is the best time to launch your campaign. Spread it throughout your social marketing sites, and encourage your followers to share. If the video, article or image sparks something in your audience, you will be able to sit back and watch as it goes viral.

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.

Build Sharing Into the Campaign
You don’t have to create content and cross your fingers hoping someone will share it. Instead, be proactive and make sharing a built-in feature of your campaigns. This is exactly how Dropbox was able to quickly scale to become a multi-billion dollar corporation. The concept is very simple but extremely effective. Dropbox built in a feature that gives users free storage space by referring other users to the service. That incentivized people to share the tool. Companies like Uber and Airbnb have used similar strategies as well.
dropbox referral marketing
Another twist to this technique is what Google did when it initially launched Google+. If you remember, not just anyone could get a Google+ account when it first launched. It was done on an invite-only basis. In order to gain access, people took to Twitter and forums begging to get an invite from people who had access. That exclusivity made people want a profile even more, which increased the number of people talking about the new social network all across the web.
Content doesn’t go viral unless people are sharing it. The lesson to take from Dropbox, Uber and Google is to ask for the share.

Integrate User Generated Content (UGC)
The NWA biopic “Straight Outta of Compton” had record breaking box office numbers. While the movie was highly anticipated and had great reviews, we can’t help but think that the viral “Straight Outta” meme generator played a role in the movie’s success.

The marketing effort takes advantage of user generated content, which is one of the most popular viral marketing techniques we’ve seen in recent years. User generated content relies on your audience to create and share content for your company. It helps your audience feel like they’re apart of your campaign and, let’s be honest, it’s entertaining.

People Share Useful Content
It seems obvious, but it gets overlooked all the time. Creating highly relevant and useful content is an easy way to increase the chances of going viral. If you can create a piece of content that’s actionable and has practical use, you’ll be far ahead of the game.

Get Your Content in Front of Influencers
You’ve probably heard the word influencer a lot when it comes to marketing. Influencers are people who have a large active following in their industry. Here’s 55 digital marketing influencers you should be following on social media. Getting your content Tweeted out or mentioned by an influencer can take your blog post from behind the curtains and right onto center stage in front of thousands of new people. And there are two ways to get them to take notice:

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