Definition:
On the internet and in digital marketing, the virality or viral marketing is a type of marketing technique that both relies on, and encourages people to, pass on a marketing message to one another, by the familiar system of word of mouth (or email or social network messages). Viral marketing uses social networks or blogs to produce positive brand awareness in the traditional word-of-mouth way.
Its way of spreading can be similar to a computer virus, from computer to computer, but without malicious intent. Users receive the page link through social networks or copy the advertisement from a website and pass it on to others via email or published on a blog, web page or profile a social network. Viral marketing can take the form of video clips, interactive Flash games, e-books, images, text messages, e-mail messages, web pages, etc.
The benefits of Virality
Companies are looking for their digital content to become as viral as possible because, as long as the message transmitted does not speak negatively about the company, it brings with it a series of interesting benefits:
- Savings:the best thing without a doubt of the viral content is that the company does not have to pay for this promotion but that it is the same users who are responsible for carrying it out, thus multiplying the initial investment of the company.
- Visibility:viral content has the ability to reach a large number of people, it is true that it does not segment our target audience like other marketing strategies, but we can consider it a lesser evil compared to the benefits it brings.
- Speed:the expansion of viral content is extremely rapid, driven by the dynamism of digital media, especially social networks.
- Credibility:as a general rule, viral content usually goes directly to the emotions of users, in addition they do not receive the content directly from the benefactor company, but they do it from a nearby trusted source which undoubtedly transmits greater credibility.
Examples of Virality cases
Over the years, there have been numerous examples of viral marketing campaigns that have managed to capture the public’s attention and generate great impact.
Some of the most outstanding include:
- “Dumb Ways to Die” (2013): This rail safety awareness campaign by Metro Trains in Melbourne went viral thanks to its catchy song and funny animations.
The animated video, which featured characters dying in absurd and silly ways, was shared widely on social media, garnering millions of views and, most importantly, an increase in safety at train stations. - The “Ice Bucket Challenge” (2014): This charity campaign for amyotrophic lateral sclerosis (ALS) research went viral on social media.
It consisted of people pouring a bucket of ice water over themselves and challenging others to do the same or donate to the cause.
The campaign raised more than $115 million for research and awareness of the disease. - “Will It Blend?” (2006): Blendtec blender brand Blendtec launched a series of videos in which its founder, Tom Dickson, blended unusual objects, such as iPhones and golf balls, into its blenders.
The series went viral, significantly increasing Blendtec’s sales and making it a recognized brand in the home appliance arena. - “Old Spice: The Man Your Man Could Smell Like” (2010): This Old Spice advertising campaign, starring actor Isaiah Mustafa, went viral in a short time.
His humor and unique style resonated with audiences, leading to a series of interactive videos in which Mustafa answered users’ questions in real time.
The campaign resulted in a massive increase in product sales. - “Live for Now” (Pepsi 2017): Although this campaign was criticized and quickly withdrawn, the ad starring Kendall Jenner went viral due to the controversy it generated.
Although it did not achieve the desired effect, it illustrates how a campaign can capture attention quickly, although not always in a positive way.
These examples demonstrate how viral marketing can be a powerful tool for brands, allowing them to reach mass audiences effectively and often at minimal cost. However, it also underscores the importance of authenticity and sensitivity in content creation, as what can go viral can also be subject to criticism if not handled properly.