You have a product or idea you want to build a marketing campaign around, and things are looking good. The trick, however, is how to turn your content into a viral campaign. There is a lot of information and advice on how to make your marketing campaign go viral. It can be difficult to sift through it all and find the most salient information. Truthfully, there is no certain way to ensure your content goes viral. You need a bit of luck. Nonetheless, there are simple methods you can apply that will increase your chances of producing a viral campaign.
Keys to Making a Viral Campaign
Many factors contribute to making a campaign grow from something small into a national or global sensation. These include psychological triggers, emotional context and connection, value, social currency, word of mouth, and more. Jonah Berger is one of the people responsible for crafting this concept of virality.
Psychological triggers are associations people make between something popular and a brand. The more triggers implemented into your marketing content; the more successful your marketing will be.
A simple example of a trigger word is the word ‘sock’. Chances are when you hear the word ‘sock’ you think of ‘shoe’, ‘foot’ or ‘trainer’. This is a basic explanation but it demonstrates how we make connections between words. And this can be applied to brands and viral trends. You should associate your content with current social media trends or things in the news that are likely to be connected with your brand. For example, many companies and brands capitalised off the famous mannequin challenge that dominated social media and the news. To do so they included the challenge in their content to create an association with the viral trend and their brands.
How to implement your own psychological triggers
The next step is figuring out how to create the associations you want to instil in your target audience. It’s important to understand how to gear triggers towards your audience so that your product is at the forefront. See if you can spot how we used triggers in our creative video marketing campaign here which accumulated 10 million video views in under 24 hours.
One of the strongest ways to create productive triggers is to look for an emotional connection. People are more likely to remember and talk about something that invokes strong feelings. You should take advantage of emotions to make the most of your marketing endeavour. Some of the best types of emotions to focus on are the primal ones, such as joy and fear.
If you can make your target demographic believe that your product will make them happy or protect them from dangers, you have built an instant connection. Many of your consumers will then be influenced into sharing their feelings with their friends, thereby spreading the word about your company. Emotional connections are ideal for building triggers, but also showing value. If people emotionally invest in your product, they will be more willing to sing its praises.
The key to all of this is to focus on why people share. When you scroll through your social media feed or see a viral blog post, you should ask, “Why are people sharing this?” People share videos and posts for a variety of reasons including because it made them laugh, made them angry, or they found it informative. Viral marketing is not so complexed as it seems.
Tell the Story
Too often marketers are only interested in selling their product. Producing a viral campaign is more than just having a great product and an advertising plan. People are natural storytellers; we have been since our beginnings, and a successful marketing campaign usually takes advantage of storytelling. Stories are excellent marketing tools. They create a narrative for your customers to remember.
Word of Mouth Marketing – Your Viral Campaign
Getting your target market to spread your content is essential for your virality. Besides, offline word of mouth has been proven to be 5-100x more effective than online word of mouth. Also, surprisingly only 7% of word of mouth happens online (Source)!
Word of mouth is essential to making any influencer campaign go viral because it works both on- and offline. In fact, word of mouth is the quickest way to spread knowledge of your product and creating a story for people to tell, makes it easier for them to share.
At PMYB, we focus on the psychology of marketing, making us a notable asset to any company interested in making the most of their advertising budget. We are an influencer marketing agency that likes to apply these steps to our creative marketing campaigns.