Going viral to stay competitive

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: Then give it the basic sanity check by asking “how will this viral piece help build my brand?” There’s no marketing advantage in getting hundreds of thousands of pass-ons of something that isn’t building your brand.

Lastly, viral content should relate to and amplify your DigiMarketing proposition. In other words, it should help you deliver on the basic “promise” you have made to your participants, via your Platform Proposition, about why they should engage with you.

Consider both function and fun

Another issue for viral marketing is whether you intend for the piece to be just for fun, or if you also expect it to serve a function. Is there a branded digital calendar or other item that combines brand relevancy and some degree of user functionality? Viral content doesn’t have to have a specific, ongoing function, but it definitely can have one.

Make it user friendly

One of the great benefits of viral marketing is that it is freed from the strictures of standard media units. If it’s a video piece, it can be as long, or short, as you want. However, you still have to comply with the basic “law” of consumer interest. How long will participants really be willing to watch before they get bored?

There are also some practical issues. While it’s viral, you don’t want people to think it’s a virus! So, you must make sure that it can get through the spam filters.

Prompt the viral pass-on

Most web participants today don’t need to be told they can pass on content; they just do. One recent survey found that well over 80% of adult US Internet users had shared content with other users, over 60% did so at least once a week and 25% did so almost daily.

Often, the chief purpose of a viral piece is to drive recipients to a website, microsite, or other digital destination where they can compete or participate in some form of promotional offer. This might involve rewarding consumers if their friends participate as well, so encouraging pass-on of the content.

Use viral distribution sites