One of the marketing tools for promotion information, goods, services on the Internet and social networks is viral advertising.
The main feature is the distribution method: the user shares the message voluntarily, without the participation of the brand creator. Potential customers quickly get the information they need. Hence the name “viral” – instant advertising.
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What is viral advertising
To understand what viral advertising is, it must be taken into account that commercials between movies and news are not relevant today. There has long been no reliance on commercial, obsessive, and similar repetitions on TV screens. Traditional promotions are being replaced by word-of-mouth marketing techniques on social media.
viral advertising is an action transmitted spontaneously on the Internet, a popular marketing strategy, manner dissemination of information.
Unlike the classic advertising movement, the viral impact on people is much stronger. Everyone is more willing to listen to advice, to take a person's feedback into account, than to trust the promises of the commercial. The main distinguishing features of viral advertising:
- naturalness of the informative message about the service, product;
- uniqueness of the idea and attractiveness to the public.
Today, this tool is used by companies to promote their business., quickly and convincingly distribute products from global corporations.
Types of viral marketing
The technological principles on which marketing is built are an opportunity to increase the number of messages transmitted. viral happy written in such a way as to evoke an emotional response from the audience. There are such types:
- photos (single or in collage form);
- interesting and vivid news or text information (jokes, stories);
- audio files, viral video ad;
- flash mobs and other similar promotions;
- creative rumors.
The materials are filled with interesting content, a mention of the advertised object and an image. Popular ways to grab users' attention are:
- scandals
- noisy fights and quarrels
- shocking action
- photo without special restrictions
- funny sketches
- video
- touching photos
Read too: Advertising – what is it + types + goals + functions
Advantages and disadvantages of viral advertising
The maximum increase in sales, instant expansion of the customer base, product recognition – the result of this marketing method. Thus, the advantages of “word of mouth” advertising:
- budget savingthe promotion is done voluntarily by the users;
- Trust in and the absence of intrusion forms a positive attitude of users;
- simple implementation and great coverage, the channels are chosen by the advertiser, having studied the target audience;
- no restrictions time (as opposed to on-air advertising).
The customer gets the perks as this marketing move is not limited by censorship. Distribution of videos about adult products, tobacco products, alcohol is allowed. Only types of violence and pornography are prohibited.
The disadvantages are the unpredictability of the result, the high price of the idea, the limitation of the audience to the Internet.
Steps to create a viral ad
How to make a viral ad to achieve success? There are criteria by which company planning takes place:
- an idea that will resonate with the user;
- a scenario of explosion of emotions and willingness to share;
- hidden connection with brand advertising;
- ease of distribution (link, video);
- implementation of idea and promotion channels.
Working through the steps will achieve the best result. To start the project, you will need the following:
- To analyze target audience (social networkvideo hosting)
- To develop publishing strategy
- To offer User quality material.
Your distribution on the World Wide Web should evoke a response, attract new customers, and push existing customers to order.
The product must be monitored, traffic statistics tracked, feedback established to represent the effectiveness of the chosen method. It is important to assess activity spikes, the number of views, comments.
Examples of viral advertising
Create and the virus can be successfully applied in multiple locations. Well option viral advertising on social media: VKontakte, Odnoklassniki, Facebook. To promote the product, marketing developers also use YouTube, Twitter, Instagram, Google. To do this, select groups where participants agree with the owner and follow the advertising campaign.
An example of viral advertising is the Favorite Farm app, in which Lipton integrated a tea brand.
Social networks are a great foundation to sow seeds. VKontakte users like, repost, comment without coercion. The public in Odnoklassniki is represented by a mature contingent. Here, nostalgic posts are popular, such as “Do you remember what it was like?”. For promotion, just get a “class” under the post, which means repost and approval.
How to make viral advertising more effective
The strategy will succeed if the developer follows the marketing rules.
- First, fill ads, photos, videos with emotional background. Feelings (sadness, experience, anger, laughter) will be remembered, will cause a desire to share with others.
- Second, concise, high-quality advertising. No one will watch or read large volumes.
The originality of the idea should not cause strong displeasure, as it will lead to a negative result of the action. To enhance the effect, celebrity attraction methods are used, the customer's ability to participate in the action.
Viral advertising leads the user to access the company's website and seek additional information about the brand. This form of marketing is promising.
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