Viral Marketing: Definition, Advantages, and Examples

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Every marketer's ambition is for their campaign to be recognised as one of the finest viral marketing efforts.

But, unfortunately, no one can forecast whether or not a campaign will go viral with 100% accuracy. The only people who have genuine influence over something's virality are its customers.



What is Viral Marketing?

Viral marketing is a technique for persuading users to promote your app (or any other product) through their current social networks.


How a Viral Marketing Campaign Works

Generating and launching a viral marketing campaign entails creating content that is so interesting and relevant that consumers can't help but share it with their friends: "Hey, you HAVE to see this!"

You're the one who comes up with the ideas and creates the material. You want to make it as easy to share as possible. Then you distribute it in the hopes that word of mouth will spread it.

It's because of this that it's so unexpected. A marketer's work will not always resonate with their target demographic. Even if it does, not every evocative item will convince people to share it with their networks.


Viral Marketing Advantages

Going viral has some excellent advantages:
  • Low cost: It doesn’t need to cost much to produce something that people will want to share. Sometimes it’s the simplest ideas that resonate the most. And when done right, it can give you excellent ROI.
  • Reach: Going viral spreads your message and your brand much further than you might expect.
  • Credibility: Suddenly, your brand is on everyone’s feed. Or becomes the topic everyone brings up at a party. If done well, this is your ticket to instant (and hopefully lasting) brand awareness
👍👎 

 Disadvantages of Viral Marketing

But, like with anything, there are drawbacks that go along with the benefits. While a successful viral marketing campaign may raise huge brand recognition at a low cost, it also has the potential to dilute your brand. Or, in the worst-case scenario, create bad talk about your company and products. 

The concept of virality is that individuals will share your campaign with their friends. However, many people may refuse to do so if they are concerned that you would wind up collecting personal information from them or just adding their acquaintances to a spam mailing list. Individuals must remember that they have their own "personal brand" to safeguard.

Furthermore, becoming viral may result in a large rush of new users who then leave your app after checking it out. These initiatives will not automatically result in long-term loyal consumers.


Furthermore, becoming viral may result in a large rush of new users who then leave your app after checking it out. These initiatives will not automatically result in long-term loyal consumers.

The benefits of viral marketing, on the whole, significantly outweigh the drawbacks.

10 Viral Marketing Principles to Follow

With that said, there are principles that are present in every single one of the viral marketing campaign examples we tackle below. Let’s list them out here before diving into the best practices you can use to prepare for potential virality in your own campaigns.

Effective viral marketing campaigns have:

  1. Excellent planning
  2. Audience involvement
  3. Spectacle + press-worthiness
  4. Humor + like-ability
  5. A worthwhile cause
  6. Celebrity star power (optional)
  7. Low barrier to entry
  8. A really good incentive
  9. Exclusivity
  10. Urgency

 

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