Do you know that YouTube video that have gone viral? More than 1 million views?
Yeah, we all know some of them - Dove Real beauty, Evian Baby, Carrie movie where people where in a cafe shop, Always Like a Girl, Bucket challenge, just to name a few.
What about as a marketing tool to boost a campaign?
Not that easy at all! A lot of science is involved on that one. And of course, a lot of creativity and talented people have to work together to create this viral concept - being luck is not on their preconditions.
But what makes a video go viral?
According to Jonah Berger, Wharton School at the University of Pennsylvania marketing professor and author of Contagious: Why Things Catch On, "There is a science behind why people share. It's not chance, and it's not random. If you understand the underlying science of human behavior, you can predict what people are going to pass on, and you can craft your own contagious content--whether it's messages, products or ideas--that people are more likely to spread."
So in my opinion, to create a successful viral marketing campaign, forget about random ideas and create something based on how you and your business connect with specific demographics and present valuable content that will be more likely to spread.
Let's be back to Professor Berger and more advice.
He have identified six key drivers - STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value and Stories. And he says that small business should not think about going viral but be focused on creating a buzzing in the real world and using the customers who buys from you as your marketing boost. Customer that will talk about your business and bring in new business.
Totally agree professor Berger - as a small business, most of the times, we do not have money or time to plan something big like that. Anyway, if you still want to give it a go, I have some ideas for small business:
Just to remind some of the best in my opinion.
Dove Real Beauty - you are more beautiful than you think
Carrie the movie - Telekinetic Coffee Shop
One of my favorites - Three and the little pony.
And I love the mashup where customers could upload their own - giving the power back!
Moonwalking Pony Hip Hop
Learning every single day and trying to living in this fast paced world of Digital marketing.
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