Viral Marketing

Viral marketing, often referred to as viral advertising, is a business strategy that applies existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another.

It can be delivered by word of mouth, or enhanced by the network effects of the internet and mobile networks. The concept is often misused or misunderstood, as people apply its definition loosely to various online marketing strategies.

Origins of Viral Marketing

The term "viral marketing" was first popularized by venture capitalist Steve Jurvetson in 1997, when he used the term to describe Hotmail's email practice of appending advertising for themselves in outgoing mail from their users.

Since then, the concept of viral marketing has taken on a life of its own, evolving to include a wide range of strategies that use social networks and word-of-mouth to achieve marketing goals.

Hotmail: A Case Study

Hotmail was one of the first examples of viral marketing. When the company first started, they decided to include a small line at the bottom of every email that was sent out through their system. This line was an advertisement for Hotmail, encouraging anyone who received an email from a Hotmail account to sign up for their own free account.

This simple, yet ingenious, marketing strategy quickly spread the word about Hotmail and led to millions of people signing up for the service. It was a perfect example of viral marketing at work, and has since been replicated by many other companies looking to achieve similar results.

Types of Viral Marketing

Viral marketing can be broken down into two main types: intentional and unintentional. Intentional viral marketing is a deliberate attempt by a company to create and disseminate viral content. Unintentional viral marketing, on the other hand, happens when a piece of content becomes viral without any planned effort from the company.

Both types of viral marketing can be effective, but they require different strategies and have different levels of control and risk associated with them.

Intentional Viral Marketing

Intentional viral marketing involves a planned effort by a company to create and disseminate viral content. This can be done through a variety of channels, including social media, email marketing, and even offline marketing efforts.

The key to successful intentional viral marketing is creating content that is so compelling that people naturally want to share it with others. This requires a deep understanding of your target audience, what they find interesting or valuable, and how they typically share content.

Unintentional Viral Marketing

Unintentional viral marketing happens when a piece of content becomes viral without any planned effort from the company. This can happen when a piece of content resonates with people in a way that wasn't anticipated, or when a piece of content is shared in a way that wasn't intended.

While unintentional viral marketing can be a boon for a company, it can also be risky. If the content that goes viral is negative or controversial, it can damage a company's reputation. Additionally, because there's no planned effort behind unintentional viral marketing, it's difficult to control or predict.

Strategies for Viral Marketing

There are several strategies that companies can use to increase the chances of their content going viral. These include creating high-quality, engaging content; leveraging social media; and using influencers to spread the word about their content.

While there's no surefire way to guarantee that a piece of content will go viral, these strategies can increase the chances of it happening.

Creating High-Quality, Engaging Content

The first step in any viral marketing strategy is to create high-quality, engaging content. This content should be interesting, valuable, and shareable. It should also be easy for people to share with others, whether through social media, email, or other channels.

Creating high-quality, engaging content requires a deep understanding of your target audience and what they find interesting or valuable. It also requires creativity and a willingness to take risks. After all, content that is safe and predictable is unlikely to go viral.

Leveraging Social Media

Social media is a powerful tool for viral marketing. It allows companies to reach a large audience quickly and easily, and it provides a platform for people to share content with their networks.

Successful viral marketing on social media requires a deep understanding of the platform and its users. It also requires a willingness to engage with users and to be responsive to their feedback and comments.

Using Influencers

Influencers can play a key role in viral marketing. By leveraging their large followings, influencers can help spread the word about a piece of content and increase its chances of going viral.

Working with influencers requires a careful selection process to ensure that the influencer's audience aligns with the company's target audience. It also requires a clear understanding of the influencer's role and expectations.

Benefits and Risks of Viral Marketing

Viral marketing can be a powerful tool for companies looking to reach a large audience quickly and cost-effectively. However, it also comes with risks and challenges that companies need to be aware of.

Understanding these benefits and risks can help companies make informed decisions about whether to pursue a viral marketing strategy.

Benefits of Viral Marketing

One of the main benefits of viral marketing is its ability to reach a large audience quickly. When a piece of content goes viral, it can reach millions of people in a short amount of time. This can lead to increased brand awareness and visibility, and potentially increased sales and revenue.

Another benefit of viral marketing is its cost-effectiveness. Because viral marketing relies on people sharing content, the cost of reaching each individual is often much lower than with traditional marketing strategies.

Risks of Viral Marketing

While viral marketing can be highly effective, it also comes with risks. One of the main risks is that a piece of content can go viral for the wrong reasons. If a piece of content is controversial or negative, it can damage a company's reputation and brand image.

Another risk of viral marketing is its unpredictability. It's difficult to predict what content will go viral, and even harder to control it once it does. This can lead to unexpected outcomes and challenges for companies.

Conclusion

Viral marketing is a powerful tool that companies can use to reach a large audience quickly and cost-effectively. However, it also comes with risks and challenges that need to be carefully considered.

By understanding the strategies, benefits, and risks of viral marketing, companies can make informed decisions about whether to pursue this type of marketing strategy. And with the right approach, viral marketing can be a highly effective way to grow a business and build a brand.