Going viral to stay competitive

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: To a certain degree, “viralness” is out of anyone’s control: that’s simply the nature of it. what people want to pass on, they will. However, this doesn’t imply that you should sling reams of content out there and let luck be your guide. while it’s hard to predict which content will ultimately be passed most from one consumer to the next, there are indeed some basic principles that can dramatically improve your chances of success.

Compelling content

Viral efficacy rests primarily on the quality of the content. Things that are interesting, entertaining, or informative (ideally all three) tend to get passed on. Those things that are hard-sell simply don’t. The blogosphere can be as chilly as outer space if you have boring content!

A big mistake that marketers make is to assume that funny gags alone make for good viral content. Or that having something funny is a guarantee of success. The world can absorb only so many gags or funny videos before they too become hum-drum. Marketers should look more deeply at what might be interesting and compelling (and yes, humorous too, if appropriate).

“Compelling content” can come in various forms. Almost all have a hook that is interesting and intriguing to the target group a hook that members of the target group agree will be of interest to their friends. That’s what gets the pass-along. a viral with a strong hook can build on communities that already exist. I know my team-mates will like this, so I pass it on.

Some companies realise they have historical footage or product information that is actually very interesting and relevant to the brand. For example, Dupont has created a Miracles of Science video series which tells the stories behind its different products and scientific developments. These product stories provide compelling content, without it feeling like a hard-sell.

Other companies are finding that “compelling content” includes giving people special access or sneak peaks to things they wouldn’t otherwise have seen. Brands that use star endorsements are shooting extra “behind the scenes” footage of these stars for use in viral videos. Motorola in China used a viral piece featuring the Back Dorm Boyz—two college students who have attracted a following on the web for lip-syncing to various popular artists. Increasingly, these micro-celebrities have sizeable fan bases that can be tapped to circulate viral content.