A quick search on the web for the term “viral marketing”, will yield you the following definition:
a marketing technique whereby information about a company’s goods or services is passed electronically from one Internet user to another.
Today, viral marketing is increasingly becoming more and more common for businesses. The rise of social networks to the forefront of marketing has been one of the main drivers for the growth of viral marketing. As a marketer, I believe that every business should make use of this form of marketing in one way or another.
Why use viral marketing?
Recent research shows that our collective attention span has been on the decline. Some have attributed this to the increased speed of the internet and web pages. This means we are able to access and view more information in the least time ever. Consequently, we no longer want to wait. Viral marketing feeds into this need for information.
- Your business is increasingly accessible to potential customers
- Your content is used to build brand/product awareness
- Reach an otherwise unengaged audience
- Let your audience help you enlarge your reach
You as a case study: viral marketing
Any good marketer will understand that you need to tailor your content in such a way that it is receivable and actionable by the target market. Viral marketing uses the general tendency that we all have to be more receptive of content when we are on social media. After all, that is what social media is all about. If I like it, I also want others to see it.
Take a moment to ask yourself just how many times you see an amusing picture, a funny video or a rather educating one and want to like, share or comment on it. Perhaps you even go as far as tagging others in it. Any of these actions is a form of endorsement to that content. All social media algorith is set up to show more and more of the content that is engaging the users. This benefits the social media sites, as they have the sort of content that will keep their users engaged. It also helps you as a business or content marketer. When your content is shared, more people also see whatever product or service it is that you are trying to get out there.
Colour Switch Case Study
I’m not much of a gamer on the phone or elsewhere however I have encountered the game ColourSwitch over and over again. It has been carefully placed within videos. This is an example of making use of viral marketing to reach a wider audience. In this case, you would approach a content creator who already commands a large following. They place your product within their video. The costs of this marketing will depend on how many followers the content creator will reach with your content. They may also consider whether or not they share this content on various platforms such as Twitter, Facebook, their personal blogs and so on.