Viral marketing is a strategy used by businesses to promote their products or services by encouraging individuals to share information about them via the internet. This form of marketing relies heavily on the power of social networks and word-of-mouth to spread the message about a product, service, or brand.

The term 'viral' is derived from the way viruses spread, which is a fitting description for this type of marketing as it aims to spread a message quickly and widely among a population or community. The goal of viral marketing is to create content that people feel compelled to share, thereby increasing brand awareness and reach.

History of Viral Marketing

Viral marketing, as a concept, has been around since the advent of the internet. However, it wasn't until the late 1990s and early 2000s that businesses began to recognize the potential of using the internet as a platform for viral marketing. The term itself was coined by venture capitalist Steve Jurvetson in 1997.

The first notable example of viral marketing was the email service, Hotmail. They included a simple line at the end of every email sent out by its users, which was an effective way of advertising their service and gaining new users. Since then, viral marketing has evolved and grown, particularly with the rise of social media platforms.

Early Examples of Viral Marketing

Hotmail was not the only early adopter of viral marketing. Other companies also saw the potential of this new form of marketing. For example, the Blair Witch Project, a low-budget horror film, used viral marketing to create a buzz about the movie. They created a website detailing the 'legend' of the Blair Witch and encouraged people to share the site with their friends.

Another early example of viral marketing was the use of flash mobs by companies to generate buzz. These were groups of people who would suddenly assemble in a public place, perform an unusual act, and then disperse. These flash mobs would often be filmed and shared on social media, creating a viral effect.

Types of Viral Marketing

There are several types of viral marketing strategies that businesses can employ. These include emotional content, interactive content, and incentivized sharing, among others. The type of viral marketing strategy used will depend on the product or service being promoted, the target audience, and the platform on which the content will be shared.

Emotional content is designed to evoke strong emotions in the viewer, encouraging them to share the content with their network. Interactive content, on the other hand, requires the viewer to interact with the content in some way, such as by participating in a quiz or game. Incentivized sharing involves offering a reward to individuals who share the content with their network.

Emotional Content

Emotional content is a powerful tool in viral marketing. By creating content that evokes strong emotions, whether positive or negative, businesses can increase the likelihood that individuals will share the content with their network. This type of content often includes heartwarming stories, shocking facts, or humorous videos.

One of the most successful examples of emotional content in viral marketing is the "Real Beauty Sketches" campaign by Dove. This campaign featured a forensic artist drawing women as they described themselves and then as others described them. The resulting sketches showed a stark difference in how women view themselves compared to how others see them. This campaign went viral because it touched on a universal issue of self-perception and beauty standards.

Interactive Content

Interactive content is another effective form of viral marketing. This type of content requires the viewer to interact with it in some way, such as by participating in a quiz or game. The interactive nature of the content encourages individuals to share it with their network, increasing its reach.

An example of interactive content in viral marketing is the "Which Character Are You?" quizzes that often go viral on social media. These quizzes encourage individuals to answer a series of questions to determine which character from a popular TV show or movie they are most like. The results are often shared on social media, spreading the quiz to a wider audience.

Benefits of Viral Marketing

Viral marketing offers several benefits to businesses. These include increased brand awareness, reach, and potentially sales. Because viral marketing relies on individuals sharing the content, it can reach a much wider audience than traditional marketing methods.

Additionally, because the content is being shared by individuals rather than the business itself, it is often viewed as more trustworthy and credible. This can increase the effectiveness of the marketing campaign and lead to higher conversion rates.

Increased Brand Awareness

One of the primary benefits of viral marketing is increased brand awareness. When content goes viral, it can reach a large number of individuals, increasing the visibility of the brand. This can be particularly beneficial for new or lesser-known brands that are trying to establish themselves in the market.

For example, the "Ice Bucket Challenge" that went viral in 2014 significantly increased awareness for the ALS Association. The challenge involved individuals dumping a bucket of ice water over their heads and then nominating others to do the same. This campaign not only raised awareness for the disease but also led to a significant increase in donations to the ALS Association.

Increased Reach

Viral marketing can also increase a brand's reach. Because the content is being shared by individuals, it can reach a wider audience than if the business were to share the content itself. This can include individuals in different geographic locations or demographic groups than the business's target audience.

For example, a viral video can be shared and viewed by individuals around the world, increasing the reach of the brand. This can lead to increased brand recognition and potentially sales in new markets.

Challenges of Viral Marketing

While viral marketing offers several benefits, it also presents a number of challenges. These include the unpredictability of what will go viral, the difficulty in measuring the success of a viral marketing campaign, and the potential for negative publicity.

Despite these challenges, many businesses continue to use viral marketing as part of their overall marketing strategy. With careful planning and execution, viral marketing can be a powerful tool for increasing brand awareness and reach.

Unpredictability

One of the main challenges of viral marketing is its unpredictability. It is difficult to predict what content will go viral, as this is often determined by factors outside of the business's control. This can make it difficult to plan and execute a successful viral marketing campaign.

For example, a video that a business believes will go viral may not resonate with viewers and fail to gain traction. On the other hand, a simple photo or tweet may unexpectedly go viral, catching the business off guard.

Measurement Difficulties

Another challenge of viral marketing is the difficulty in measuring its success. While it is easy to track the number of shares or views a piece of content receives, it is more difficult to measure the impact of these shares on brand awareness, recognition, and sales.

Furthermore, because viral marketing relies on individuals sharing the content, it can be difficult to track exactly where the content is being shared and who is viewing it. This can make it difficult to measure the reach of the campaign and its impact on the target audience.

Conclusion

Viral marketing is a powerful tool that businesses can use to increase brand awareness and reach. By creating content that individuals feel compelled to share, businesses can reach a much wider audience than with traditional marketing methods.

However, viral marketing also presents a number of challenges, including its unpredictability and the difficulty in measuring its success. Despite these challenges, with careful planning and execution, viral marketing can be a highly effective part of a business's overall marketing strategy.