Viral Marketing - How do things go viral?

How do things go VIRAL & what is VIRAL MARKETING?

Viral marketing refers to 'a method of marketing whereby consumers are encouraged to share information about a company's goods or services via the internet'.

Additionally, Jonah Berger's principles of contagiousness details on six STEPPS for successful marketing. It consists of social currency, triggers, emotion, public & practical value, which can be used to help make a campaign go viral.

Social currency refers when people often share things with the consideration of how they may present themselves to others. Triggers are ideas that may spark interest or surprise from people and the emotion principle refers to a emotional or touching message that people care about and may share, an example of this is the Australian bushfires that happened at the start of the year. Followed by public, it is when something is more public, it can lead to irritation. Practical value involves sharing useful information and stories refers to personal, easily remembered and trustworthy information.

Some ideas and content go viral, spreading through social transmission because it may be influential and its message is entertaining or interesting. Moreover, word of mouth is a key component that can help contribute towards social transmission. Word of mouth is a primary factor behind 20-50% of all purchasing decisions. It is known to be more persuasive as it is a reliable source of information that others can rely on. For example, reading reviews and feedback can really impact how others view things based on their experience. 

Here's an example of a post that got VIRAL. 

Of course, we all remember the white and gold or black and blue dress right?

So why did this go viral? Many individuals found this dress intriguing and interesting, resulting to a lot of sharing and social transmission. This dress sparked a lot of media attention because people were seeing the colours of the dress differently, many were debating whether the dress was white and gold or black and blue, which I find interesting because I see purple and gold. What do you see? 

When it comes to brands, associating the brand with the viral content can be a way to use viral marketing, as shown above, with Adobe.

Furthermore, the entertainment app TikTok contains so many viral videos. From trends like memes, challenges, dancing videos to even food trends like Dalgona coffee and pancake cereal. The following food trends have become so popular, through word of mouth, it has become one of the most popular hashtags on TikTok, as it has led to many trying these for themselves!

Cereal Pancakes - Photo: I am a food blog

Broadsheet Melbourne - Photography: Nick Connellan

Whats something that went viral and comes to mind to you?