Viral Marketing Definition: What is it?
Viral marketing is one that manages to create interest and potential purchases of a brand or product through messages that spread like a virus, that is, quickly and from person to person. The idea is that the users themselves choose to share the content.
Due to their speed and ease of sharing, social networks are the natural habitat par excellence for this type of marketing. The most widespread example in recent years is the creation of shocking, surprising or spectacular videos on YouTube that are then shared through Facebook, Twitter, and other channels.
The rationale for using virals, their ease of spreading and spreading, is also a double-edged sword. And we must not forget that in this type of campaign a good part of the control passes to the users, with which we can risk that the message is misinterpreted or parodied. On the other hand, a successful viral campaign can do wonders for our brand's results.
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How a viral campaign works
A viral marketing campaign is very simple to execute: we create a video or other content that is attractive to the target, we post it on the Internet and we plan the first actions to disseminate it. From there, it only remains to wait for the wick to turn on and users to start sharing it like crazy.
Sometimes, virality occurs by accident, from a video uploaded by a particular user that suddenly becomes popular and begins to circulate across the Internet.
Regarding the dissemination strategy of videos created by brands, we have two main approaches: the perceived or the covert. In the first case, the user is clear from the beginning that he is seeing advertising content, while in the second, the participation of the brand is concealed and only revealed later.
If covert marketing techniques are used, it is essential to tread carefully so that the user cannot feel cheated, cheated or disappointed, since the viral campaign could turn against us.