what about 'Going Viral'?

It's no doubt that one of most important aim of all marketing campaign is to hope that their content (especially videos~) will go viral, as essentially, it means that there will be a larger reach of people.

Certainly, it's considered successful because it equates to - people are enjoying the video or find the video interesting and relatable enough, to share it on their different platform. 

This is an art of Viral Marketing. 

Using the theory of epidemiological model, 

viral marketing is the spread and receive of message/content by the target market, through person-to-person transmission like an epidemic. 

If the target market are willing to eagerly share it among their social circle, this is an instant awareness to build brand recognition.

Here are some of the elements: 

1. Identifying the right platform is crucial.

Among all social platforms, we have Facebook, Twitter, Instagram & Youtube and others to choose from. Having a deep understanding of each platform's features and making the right choice in publishing the content is so sooooo important, and it must be accessible enough for audience to share it. 

2. Understanding your target audience.

In the marketing world, knowing your target audience is the key to a successful marketing campaign, and understanding which platform is the easiest to connect to them. Plus, these individuals are usually the end users that will purchase the product/adopt the service right?

3. The main purpose of the content.

Is it generally for entertainment purposes or informative? It's always good to identify the main purpose.

4. Have a good storyline.

Now people in our generation are getting easy access to many news and information, so they want more just data. And storytelling is certainly a powerful tool in marketing because people are all curious in nature, and when a narration is interesting, audience will continue to listen or watch thus influencing them to give likes or share the video. 

5. Evoke emotions.

Next, the stories should add emotion. Be it nostalgia, horror, fear, humour, it should bring out emotional reaction. In Thailand, it's very marketable with emotional commercials that are highly arouse heartache or sympathy!

(check out the emotional Thailand commercial below!)

6. The timing.

The release of the viral content must complement the campaign timeline because strike while the iron is hot?

And all these elements should add up to create a triggers - for audience to have a top of mind and tip-of-tongue on the brand or the products. 

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Hence, to illustrate the elements, I will show a two examples of the most viral marketing in my opinion! 

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Thai Commercial: Vizer CCTV

This commercial is actually for a security camera brand called, Vizer CCTV. I first came across this video on my social media as my social circle started sharing it as it turns viral due to the heartbreaking and touching emotions evoked :(

At the behind part of the commercial, there's actually a plot-twisting which is different from other typical security camera commercial storyline which induces people to share it with others (like what I'm doing now!). 

Usual security camera commercial will most likely be showing their product features however, Vizer CCTV chose to use an emotional content and storyline to create an impact to its audience. Furthermore, most people (despite age or nationality) will instantly get the moral of the story and understand the social issue that the video is reflecting. 

It is also said that the commercial have reached more than 100 million viewers in total, hence viral marketing is definitely proven successful for this brand. 

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GoPro: Fireman Saves Kitten

If you think of GoPro, it's usually linked to elements like - adventurous and extreme activities. Hence, this advertisement is definitely different from what GoPro always did, plus this video is actually really about a fireman rescuing a kitten in a smoke filled building. 

Though the storyline is simple, it's very relatable to daily life. The message can be received within the short frame of the video and not draggy. Another key point is the feature of the kitten, most people have a soft spot for pets right? Hence, people will feel touched and moved by the content of the ads. 

Because of this 'genuine feels' that appeals to them after watching the video, people are much likely to share the video as it's memorable enough for them to do so.

All in all, creating a viral marketing maybe difficult, it's not unattainable. And in my opinion, having a powerful storyline is crucial in making a viral commercial and secondly, able to evoke emotions is very important as well than just showing the features of the business. 

What do you all think? :) Please share with me any viral commercial/marketing campaign that you've come across! Or if you have any comments, feel free to share below thank you!