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Going Viral – A Closer
Look at Successful Viral Engagement
By Vince Ginsburg ,
Going viral is the holy grail of any
online ad campaign, or really any effort at online
exposure, period. It’s akin to a TV show becoming a hit,
or a movie raking in blockbuster gross sales. It can
even be compared to a toy or item of clothing becoming
the “hot” thing for the season.
So are these all comparable, or really
just the same thing?
What exactly is something that’s “gone
viral” and why do some things “go viral” while others
don’t? Can this be predicted, or is it completely up to
a whim or some ethereal “x factor” that some things have
and others just don’t?
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The Facts of ( Viral ) Life
So what does viral mean? Viral refers to
something that self-propagates, or in the marketing
sense, something that spreads by word-of-mouth,
peer-to-peer, as opposed to strictly from an official
advertisement.
Going viral is valuable because the
intended audience does all the heavy advertising work
for you, ideally at an exponential rate. This saves
money and resources in advertising costs
and usually means more
potent audience penetration; people are more apt to
believe their peers than an advertisement.
People like to hear themselves talk, not
be talked at. So when someone with similar interests
whose opinion you hold in high regard recommends
something, you are more likely to follow up on that
suggestion than if you received that same call-to-action
from some generic public advertisement.
Viral advertising or marketing is any
specific advertisement or campaign that is ultimately
intended to go viral. Usually these campaigns need to be
highly unorthodox or creatively unusual in order for
them to virally spread. In fact, many campaigns even
appear as “real” or non-commercial in order to gain more
viral effect.
Viral engagement is a more accurate term
and perspective towards viral marketing. Because viral
campaigns depend on an intimately enraptured audience
for their exposure, this type of marketing isn’t just a
typical “advertise once, then done.” It’s more of a
continuous dialog, and as such, the nature of the
campaign in progress may even evolve or radically change
in order to retain its audience and/or attract more. It
is less of a campaign towards a target and more of a
dialog.
If traditional marketing is a lecture,
then viral engagement is a keenly interesting
conversation. There’s contribution, reaction, and
progress from both parties, not just the initial speaker.
So the next question is what makes
something viral? The better question is: what makes
something worth sharing? And the most key question of
them all is, why would you, yes you, share something?
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Going viral is most known on the Web,
but really it applies everywhere. What is it about a
movie that compels you to recommend it to a friend? Or
for that matter, not to recommend it? Or a book, or a
restaurant? Is it because that TV show or hotel was
fairly good? Or was it simply because you were asked
about your experiences with it?
Why would you pass on some piece of
content to a friend? Is it because it made you laugh?
Made you cry? Made you emotional? Was it scandalous? Did
it make your curious? Was it greatly informative,
perhaps on a topic you had no prior interest in or even
knew existed? Did this content stump you, surprise you,
or shock you? Or was it crafted so beautifully and in
itself such a thing of beauty and art, that you had to
share it with others? Or maybe, you simply wanted
someone else to experience what you just experienced to
feel like you did.
Maybe you are trying to initiate an
empathic session, so that you can bond together
afterwards by benefit of the mutual experience.
So which one is it?
Why, all of them. Maybe even all at the
same time.
Sequencing The DNA
So how can this be harnessed? How can we
predict what will go viral and what won’t? And more
importantly, how can we create something that will
deliberately go viral? That is the challenge, after all,
and the reason why any Grail is so often sought is
precisely because it is so difficult to obtain.
The most obvious approach is to make
something that you would likely want to share. Ah, but
personal tastes are so subjective. After all, who
could’ve guessed that current and past trends would ever
become, well, trendy! So, we then look to the polls,
surveys, demographics and analytics. We look at history,
at what worked and failed before, to try and draft
together some sort of gauge.
Unfortunately, while viral marketers
toil on this, their predecessors in the cinema,
television, literary, and music industries have already
long been at it. If there was any universal, all-time
magic formula it has yet to be found. All anyone knows
is that good things prosper and bad things don’t but
quality is only determined in hindsight. While there are
some loose guidelines, the exceptional nature of viral
success has always been that the exception always seems
to come up from behind. And many times the exception can
be its own exception.
Cracking The Code
But there is one guideline that I
believe comes closest to becoming a rule. If there is
one dominant, persistent factor in any viral content,
whether original commercial or not, it is this: it has
to be content first. Content is, and always will be,
king. Even viral advertisements, while obviously for
commercial purposes, spread as they did because people
valued them as pieces of content, not just as ads.
People don’t talk about Super Bowl ads
around the water cooler because they love the brand and
wish to espouse it. They talk because the commercial
made them laugh, made them sentimental, made them
experience. And they want to see if others shared in
that experience. The brand just happened to be within
that experience, but what made the commercial worth
talking about — worth sharing — was the experience of
watching the commercial.
People recommend movies and music to
their peers not because they want to support the brand,
but because they were engaged by the content and think
their friends will be similarly engaged. Then they can
engage one another in their mutual engagement of the
content.
The point is viral material must be
worthwhile content, even if it serves little to no
direction in terms of being an ad. It may actually be a
terrible ad by advertising standards. But as long as it
is engaging content, people will like it. In fact, they
may like it more because it’s not an ad. In fact, the
less “broadcasting-lecture” it is and the more “hey,
look at this,” the better.
People want something they can
experience, and then in turn let others experience.
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It Hits You Hard
So how does one go about creating the right
content to properly plant the seeds of a viral experience?
Again, this is more difficult to pinpoint, since even
terrible quality content can go viral. Is there a gauge that
helps determine what content is good enough and what isn’t?
Not really. The only constant that can be found is one that
creates an experience in the user, and that is something
both “good” stuff and “bad” stuff can provide.
The x-factor remains elusive, and has been
in all the mediums. And the reason why it always will remain
so is because experience itself is subjective and
ever-changing. Tastes evolve and revolve, both because of
experiences and by causing experiences. The only thing that
can be harnessed is the generation of experience itself.
Give the audience something they’ll never
forget and they’ll never forget to share.
What do you think about viral exposure and
experience? Are there other sides to the x-factor that can
be used?
Vince Ginsburg is a web designer and blogger
for Corsair Media
Services, which specializes
in online marketing strategies and development. He doesn’t
just look at the current state of the Web to figure out
what’s going on, but tries to understand why it’s happening.
Always eager for discussion, you can find
him at his
company blog or
Facebook.
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