The Secrets Behind Successful Viral Campaigns: What Marketers Need to Know

In the ever-evolving landscape of digital marketing, creating a campaign that not only captures attention but also goes viral can be the Holy Grail for brands. Viral marketing, when executed well, can massively increase brand visibility and drive substantial business outcomes with relatively low investment. But the enigmatic nature of virality makes it seem like capturing lightning in a bottle – elusive and unpredictable. However, by dissecting past successful viral campaigns, we can uncover patterns and strategies that can tilt the odds in your favor.

### Understanding Virality

Before diving into the tactics, it’s important to understand what makes content go viral. Jonah Berger, a professor at the University of Pennsylvania and author of “Contagious: Why Things Catch On”, suggests that viral content often shares some common characteristics which he distills into six key principles: social currency, triggers, emotion, public, practical value, and stories. This framework can act as a guideline for marketers aiming to craft content that has potential viral appeal.

### Emotional Engagement: The Catalyst for Sharing

One of the strongest drivers of virality is emotional resonance. Campaigns that evoke strong emotions, be it humor, awe, excitement, or even anger, are more likely to be shared. For example, Dove’s “Real Beauty Sketches” campaign tapped into the emotions of self-esteem and confidence, and became the most-watched advertising video at the time by appealing to a poignant, universal self-perception issue among women.

### Leverage the Power of Social Currency

People love to share things that make them look good – knowledgeable, cool, or in-the-know. This is where social currency comes into play. By creating content that is unique, exclusive, or insider-like, brands can give their audience something to boast about, which in turn boosts the likelihood of it being shared. Apple effectively uses this tactic by maintaining an aura of exclusivity and innovation around its product launches, compelling users to share and discuss them broadly.

### Crafting Compelling Narratives

Stories are inherently shareable. They are relatable and easy to pass along, making them a solid backbone for any viral campaign. A powerful narrative can often be the difference between a campaign that fizzles out and one that spreads like wildfire. Always, a feminine hygiene brand, used the compelling narrative technique in their “#LikeAGirl” campaign to challenge and redefine societal views, turning what was an insult into an empowering statement, resonating deeply with a broad audience.

### Optimizing Content for Shareability

While crafting emotionally engaging stories, it’s also crucial to optimize content formats for shareability. This includes making content easy to consume and share across platforms. BuzzFeed, for example, mastered this with their listicles and quizzes, which are not only entertaining but also highly share-worthy due to their interactive and engaging format.

### Timing and Relatability

Timing can also significantly impact a campaign’s viral potential. Aligning content with trending topics, current events, or popular culture can amplify its reach. Moreover, ensuring the content is relatable to a broad audience by tapping into universal emotions or experiences can drive wider engagement.

### Engagement and Interaction

Interaction encourages active participation which can lead to higher engagement rates. Campaigns that invite user participation, such as Coca-Cola’s “Share a Coke” campaign, which personalized bottles with names, effectively transformed customers into brand ambassadors, naturally boosting the campaign’s spread.

### The Role of Influencers

In today’s social media-driven world, influencers can play a pivotal role in boosting a campaign’s viral potential. A nod from an influencer can catapult your content into the limelight. A good example is the ALS Ice Bucket Challenge, which became a viral sensation partly because of numerous celebrities participating and sharing their videos.

### Conclusion

Creating a viral campaign is not merely about luck; it involves a deep understanding of the target audience, what moves them, and crafting content that strikes the right chord. It’s about creating something worth sharing and making it easy for the audience to do so. While unpredictability is a factor in virality, incorporating these underlying principles can significantly increase the odds of launching a successful viral campaign.