At Beverly Hills Publishing, we’re fascinated by the power of viral marketing campaigns. These infectious strategies can spread brand messages faster than wildfire, captivating audiences and driving unprecedented engagement.
In this post, we’ll explore the science behind viral content, drawing inspiration from the principles outlined in the “Contagious” marketing book. We’ll share practical tips to help you craft shareable, emotionally-charged content that resonates with your target audience.
What Makes Marketing Go Viral?
The Essence of Viral Marketing
Viral marketing propels brands from obscurity to worldwide recognition overnight. This phenomenon relies on the rapid spread of information from person to person, mimicking the spread of a virus through a population. The power of viral marketing lies in its ability to captivate audiences and drive unprecedented engagement.
The Psychology of Shareability
The secret to viral marketing hides in human psychology. Content that evokes strong emotions (joy, anger, or surprise) spreads faster. A study by the Journal of Marketing Research revealed that content triggering high-arousal emotions is 20% more likely to go viral than content eliciting low-arousal emotions.
STEPPS to Viral Success
Jonah Berger, a marketing professor at Wharton, identified six key elements that make content viral, known as STEPPS:
- Social Currency: People share content that enhances their image.
- Triggers: Content should easily come to mind in everyday situations.
- Emotion: Strong feelings drive sharing.
- Public: Visible things inspire imitation.
- Practical Value: Useful information gets passed along.
- Stories: Information travels disguised as casual conversation.
These elements help marketers craft content with a higher likelihood of going viral.
Real-World Viral Victories
The ALS Ice Bucket Challenge stands out as one of the most successful viral marketing campaigns in recent years. The ALS Association has stated that raising public awareness and improving research into ALS are much more important than donations in the long term. Its success combined social currency (supporting a cause), emotion (shock of ice-cold water), and public visibility (social media sharing).
Dollar Shave Club’s launch video (which garnered 26 million views) offers another example of viral success. The video’s triumph stemmed from its humor (emotion), practical value (affordable razors), and storytelling approach.
Crafting Your Viral Strategy
To create a viral marketing campaign, try these strategies:
- Evoke strong emotions (humor, surprise, or inspiration)
- Provide practical value to your audience
- Make your content easily shareable (especially on social media)
- Incorporate storytelling elements
- Leverage current trends or events
The science of viral marketing continues to evolve, and marketers must stay ahead of the curve. As we explore the key elements of viral marketing campaigns in the next section, you’ll discover how to create shareable, emotionally-charged content that resonates with your target audience.
Viral Content Creation Essentials
The Emotional Trigger
Emotions drive sharing. A study found that content which evokes high-arousal emotions like awe, anger, or anxiety is more viral. To tap into this, create content that elicits strong reactions. The “Share a Coke” campaign by Coca-Cola sparked joy and nostalgia by personalizing bottles with common names, leading to millions of social media shares.
The Power of Social Proof
People trust recommendations from peers more than traditional advertising. Nielsen reports that 92% of consumers trust earned media, such as recommendations from friends and family, above all other forms of advertising. Incorporate user-generated content into your campaigns to leverage this trust. GoPro excels at this strategy, regularly featuring customer-created videos that showcase the product’s capabilities while inspiring others to share their own adventures.
Influencer Partnerships
Influencer marketing can amplify your reach exponentially. A study by Tomoson found that businesses make $6.50 for every $1 spent on influencer marketing. When selecting influencers, look beyond follower count. Engagement rate and audience alignment are critical factors. Fashion Nova’s partnerships with micro-influencers have driven significant sales and brand awareness by tapping into niche communities.
Timing Is Everything
The timing of your content release can make or break its viral potential. Tools like Google Trends help you identify when interest in your topic peaks. Oreo’s “Dunk in the Dark” tweet during the 2013 Super Bowl blackout (which garnered over 15,000 retweets within hours) showcased perfect timing and relevance.
Platform-Specific Strategies
Each social platform has its own ecosystem. What works on Instagram might flop on LinkedIn. TikTok, for example, favors short, entertaining videos with trending music. The “In My Feelings” challenge, which started on this platform, generated over 795 million views and boosted Drake’s song to #1 on the Billboard Hot 100.
Use analytics tools to track your content’s performance. Look at metrics like shares, comments, and reach. A/B testing different elements of your campaign can reveal what resonates most with your audience. Airbnb’s “We Accept” campaign saw a 13% increase in engagement after testing various video lengths and messaging styles.
Creating viral content isn’t about luck-it’s about strategy. Focus on emotional triggers, leverage social proof, partner with the right influencers, time your release perfectly, and tailor your approach to each platform. These principles will significantly increase your chances of going viral and boost your overall engagement and brand awareness.
Now that we’ve covered the essentials of viral content creation, let’s explore how to craft compelling stories that resonate with your audience and drive sharing.
Crafting Viral Content That Sticks
Master the Art of Storytelling
Stories form the backbone of viral content. They connect with our emotions, making information more memorable and shareable. Stanford Marketing Professor Jennifer Aaker demonstrates the importance of story in shaping how others see you and as a tool to persuade. When you create your content, build a narrative arc that connects with your audience’s experiences and aspirations.
The “Like a Girl” campaign by Always transformed a common insult into a powerful message of empowerment. Its story challenged societal norms and ignited a global conversation, resulting in over 85 million YouTube views and a significant boost in brand perception.
Harness Surprise and Humor
Unexpected content captures attention and sticks in memory. Surprise activates the brain’s reward center, increasing the likelihood of sharing. Combine this with humor, and you create a potent formula for virality.
Dollar Shave Club’s launch video exemplifies this approach. Its unexpected humor and direct address of a common pain point (expensive razors) resulted in 12,000 new customers within 48 hours of the video’s release. The key lies in finding the balance between brand relevance and unexpected delivery.
Spark Controversy (With Caution)
Controversial content drives engagement, but it’s a double-edged sword. The Journal of Marketing Research found that content evoking high-arousal emotions (including anger) is more likely to go viral. However, it’s essential to align any controversial stance with your brand values.
Gillette’s “The Best Men Can Be” campaign addressed toxic masculinity, generating both praise and backlash. While it initially led to a short-term sales dip, it ultimately strengthened brand loyalty among their target audience. The lesson? If you choose to court controversy, ensure it aligns with your long-term brand strategy.
Leverage User-Generated Content
User-generated content (UGC) proves invaluable for viral marketing. It provides social proof and creates a sense of community around your brand. Airbnb’s “We Accept” campaign (featuring real hosts and guests) generated over 87 million views and significantly boosted brand perception.
Motivate your audience to create and share content related to your brand. Consider running contests, creating branded hashtags, or featuring customer stories. The authenticity of UGC often resonates more deeply than polished brand content.
Create Interactive Experiences
Interactive content engages users on a deeper level, increasing time spent with your brand and the likelihood of sharing. Interactive content generates conversions “moderately” or “very well” 70% of the time, compared to just 36% for passive content.
Netflix’s Black Mirror: Bandersnatch took interactivity to new heights with its choose-your-own-adventure format. This not only created buzz but also increased viewer engagement significantly. While you might not have Netflix’s budget, even simple quizzes or polls can boost engagement and shareability.
To create viral content, focus on three key ingredients: emotional engagement, uniqueness, and practical value. These elements are the backbone of successful viral marketing campaigns and can significantly increase the chances of your content being shared widely across various platforms.
Final Thoughts
Viral marketing campaigns can catapult brands into the spotlight, driving engagement and awareness at unprecedented levels. The “Contagious” marketing book provides valuable insights into the psychology of shareability and the STEPPS framework, which marketers can use to craft content with a higher likelihood of going viral. Emotionally charged, shareable content that resonates with your target audience forms the foundation of successful viral campaigns.
We at Beverly Hills Publishing understand the power of viral marketing in establishing authors as industry leaders. Our approach combines innovative publishing with strategic branding and marketing, helping authors elevate their visibility and build strong brand identities. We equip our authors to create a commanding media presence and emerge as authorities in their fields.
Success in viral marketing often comes from a combination of strategic planning and creative execution. You should stay attuned to emerging trends, adapt your strategies, and always keep your audience’s needs and preferences at the forefront of your campaigns (this is essential for long-term success). With persistence and innovation, you can harness the power of viral marketing to propel your brand to new heights.
