Viral marketing is gaining popularity. To tell about the company and the product, some of the organizations resort to it. Creative, immediacy make viral advertising attractive. The consumer is surprised and even shocked, he is interested in you.
The task of viral advertising is unobtrusive to submit a company or product service, service. Most consumers are tired of the same type of advertising. They ignore it. With a virus, things are different. Purrently impossible to go past him. This is a bright flash that intrigues.
Sometimes the significance of viral advertising is comparable to PR Promotion, which gives the successful beginning of your business. When other ways to promote goods did not give results, creative people resort to the virus. As a result, they receive their audience, some of which becomes customers later.
Your audience - Men
Before launching viral advertising, you need to know who sees it. You must define the target audience. Experience shows a man's tud virus aged 16 to 40 years old with a sufficient average. They are well understood in information technologies, actively use the Internet, are fond of sports, love to travel. Correctly influence this audience, and buyers will reach you.
Women also do not pass by the virus, but they are not so willingly interested in the advertised goods. Perhaps this is due to the fact that the products of companies using viral advertising in business are produced for men (cars, cigarettes, office equipment and the like).
We plan to work
Before taking on the production of viral advertising, it is important to pay attention to the work plan and answer a number of questions.
1. Develop a marketing message. It is necessary to clearly decide which product you are going to advertise.
3. Will e-mail be used? Are you going to make a newsletter with viral advertising?
More provocations, sensations and shock
Experience shows that the consumer is interested in something unusual, funny, and sometimes shocking. Your viral advertising must be like that. But do not overtake the stick, follow the ethics. The pursuit of the provocation may cost expensive. Not the whole audience is ready to adequately perceive the same black humor, whose tragedies. It sometimes becomes the main theme for the virus. You better abandon dirt and focus on topical topics. What is now in the trend - then attracts attention.
Immediately recall the viral roller, on which the police delay in the street of passerby. The young man (a leaving from the Caucasus) calls the police with "borschi", asks to return to him the Red "Mokas". The "random" witnesses removes detention on the camera, comments on the action of the guardianship of the law and order and, as if by chance, shows the audience a green car with one of the Moscow firms. On it addresses and phone numbers, the name of the organization.
The authors of this viral roller hit the trend: some of the users of social networks love to joke on the theme of red moccasin, which are not in the future. Outcome: The video scored thousands of views, the company successfully advertised itself.
Give preference video
Unlike a photo or text, video will be faster among your potential buyers. Remember the following Viral video shooting rules:
1. Remove the video to the usual camera. Shooting on a similar camera seems home, people will not even think that you show them advertising.
2. The length of the video should not exceed two minutes. The best option is 30 seconds.
3. Prepare a few rollers that will be combined with a common idea or a hero. Arrange the series for your potential buyers.
Regular advertising on the network does not provide the desired conversion? No wonder. Internet users are so tired of annoying advertising messages, rollers, banners, and other things that they try to avoid them on the subconscious level. What to do in this case? Refuse advertising? Of course not! You can advertise goods and / or a company and you need to just do it need it more competently, unobtrusively, interesting, original. You need to serve the content so that users themselves want not only to perceive, but also to distribute information. Speech, as you understand, is about viral advertising.
Viral advertising received such a name, because it literally "infects" with its idea to the audience and applies like a real virus. Due to its originality, it is well remembered and quickly transmitted from the user to the user. But this success is possible, provided that advertising will contribute to solving consumer problems and will be able to cover the maximum audience. The easiest most viral advertising is distributed through social networks, forums, email, i.e. through the possibilities of the Internet.
Advantages of viral advertising
- Benefit. Creating and distributing the "virus" is much cheaper than the launch of the traditional advertising campaign, since in this case you spend only on the creation of the roller, and it costs it completely free of charge, while for each traditional advertising show you need to pay.
- Scale. Subject to the success of viral advertising, the gain of the target audience will be simply huge and the cost of 1 contact with the consumer will be minimal.
- Freedom from censorship. Of course, everything should be adequate. Nevertheless, viral advertising is not subject to the advertising law.
So, we approached the most important issues. How to create viral advertising? What are the methods of viral marketing? Forced to disappoint you: there is no universal algorithm for action and uniform recommendations. Each company, each product has its own individual features, its target audience, so viral advertising must be different, unique, aimed precisely on the interests and needs of potential customers. Nevertheless, we will select key points used in creating any viral advertising.
Stages of the development of viral advertising on the Internet
- Unobtrusion. Advertising should not be intrusive, the key message should be traced, but not "screaming" to the viewer: "Buy me!".
- Humor. Please note that the most popular viral rollers are usually humorous. Although this is not a panacea. Your idea may not be combined with a laugh and cause completely different emotions.
- Relevance . It is important that your idea corresponds to current events in the world, the mindset of people, the topical problems of society.
- Positive emotions. We talked about the fact that viral advertising should cause emotions. Disgust, anger, contempt - this is also emotions, but do not cause negative feelings in people, otherwise they will be associated with your product / service and the company as a whole.
- Novelty. The idea should be unique, such that no one else has used.
- Discussions. Your advertisement must provoke people to discuss, saying her opinion. Only then will begin to broadcast it on their pages in social networks and on the forums.
- Advertising promise. In pursuit of originality and creativity, do not forget about the message you want to convey to your target audience.
Thus, in the first 3 days after the launch of the viral advertising campaign, it is possible to immediately determine its success in the future.
Examples of steep viral advertising for inspiration
Video Disney Characters Surprise Shoppers - shared 3,757 909 times.
Video Love Has No Labels - shared 2,741 138 times.
Video Budweiser USA: #BestBuds - shared 2,511,546 times.
Video "First Day of Your New Life" - 1 919,525 views.
Video "You have something to be proud" - 8 235 902 views.
Animation roller "Stupid ways to die" - scored more than 30 million views.
Video "The end of the world during the interview".
See these examples of viral marketing and inspire! And also monitor the updates of our articles and recognize new useful information for the development of your business and to increase your sales.
Relatively recently, the use of Internet users has such a concept as "viral advertising". This is a little not that it is customary to imagine in the interpretation of viruses as such. In fact, initially such an advertisement is created not to distribute viral and malicious codes (although such cases are often frequent). And create such a presentation for a more successful business management, which is interested in a potential buyer of goods or services, can any user. True, for this will have to plunge into the mechanisms of work and marketing.
What is viral advertising?
To begin with, it is necessary to determine the very concept of viral advertising. As already understandable, the spread of viruses in order to damage the user system or network of the enterprise is not the main task at all.
As statistics show, viral advertising on the Internet is more oriented to interest the Internet user in some product or service so that it does not only move on the link (often hidden) to the website with redirect, but also distributed information or transition methods among their acquaintances. And not always for this you need the Internet.
Agree, because even in those times, when there was no worldwide web, people transferred information what was called from mouth to mouth. And today, such a technique is the most relevant and efficient. An example is the easiest: man "led" to the product description, went to the store and bought it, after which he immediately told his friend as the price below, and the quality is higher. What do you think familiar after such a flattering review ignores the goods? Not! He will buy him to make sure he really corresponds to everything that has been advertised. But the trouble, often it turns out to be full disappointment.
But if we take into account modern network technologies, the question of what viral advertising is really can be interpreted both as a means of disseminating malicious codes or potentially dangerous (or unnecessary) software. In the simplest case, you can look at the installation of some programs that, in the installation process, different kinds of proposals appear on the installation of additional components, which most often concerns browser add-ons and plugins. Most users do not pay attention to this. And it is precisely in this that the main plus for those who are engaged in the creation of this kind of software.
But since now we are talking about how to make such an advertisement as efficient as possible, we will be repelled from this. And before you need to find out how it all works at the level of the Internet, and in terms of impact on the psyche of the average man.
History of viral marketing
As in any other industry, before creating a commercial or a banner, which the user must interest in obligatory, should be made to statistical research.
Features of viral marketing, the concept of which appeared only in 1996 thanks to Jeffrey Rayport, who in his unfolded article and spoke about the possible methods of information transfer (not always, by the way, positive) from one individual to another, is that quite often all this happens almost on the subconscious level.
Some call it the "Sarafan Radio", the other - the effect of the 25th frame. Regardless of the interpretation of the term itself, the impact on the human psyche is always the same.
This is the easiest understanding of the activity that is provided for by the rollers of this type. But if you are frank, the impact on the human psyche is much wider.
Viral advertising: Features of perception by man
Psychologists, as a rule, celebrate several storylines that are able to interest the potential visitor:
- original and unusual tricks;
- the presence in the roller of animals and children;
- hidden and imperceptible humor;
- models in swimsuits (oriented to the men's audience);
- youth and freshness of actors emphasizing, for example, the use of a particular drug.
This is not all methods that use viral advertising on the Internet. But even on the basis of them, it is not difficult to notice that many of these videos react as quickly as possible and press the buttons or links of the transition, almost without thinking. This is the whole mechanism.
How does it all work?
Now another look at what is a viral advertising on the Internet. Examples can be brought even with the participation of the eminent and very revered world brands. But the main condition is that the brand itself is clearly not advertised, and it was as if settled, although the end user is given to the message for him.
What is worth looking for example? You are welcome! An example of Nikon viral advertising, designed explicitly on a male audience (with a semi-ethyotic photo), many do not give rest.
Here is a hot pizza. Remember, the animals mentioned? Well, what is not a classic genre? Such a video will clearly be viewed on social networks, and on the same hosting YouTube. So what is surprised?
And here is Hugo Boss. By the way, it is quite obvious that this is the real installation. But after all, many are peeled ...
How to interest the potential client?
The basic principle, which is used almost everywhere, is that the information to the end user comes from proven sources (relatives, friends, acquaintances). The same social networks are real Klondike, where viral advertising on the Internet has practically unlimited possibilities in terms of distribution. And these are not simple words.
We released a new book "Content Marketing on Social Networks: How to sit in the head of subscribers and fall in love with their brand."
More video on our channel - Learn Internet Marketing with Semantica
The main distinguishing features of viral advertising are the naturalness of the message that contains information regarding the product / service, as well as a unique and extraordinary idea that necessarily attracts the attention of the audience. Its name "viral" such a type of advertising was due to the fact that it is transmitted from man to man.
How and who is applied viral advertising
Today, the viral campaign is actively using large and medium-sized businesses. It is especially relevant for world corporations, the products of which are known almost all over the world. These enterprises have already reached a high level of skill when conducting such advertising campaigns.
The main forms used in viral advertising: audio recordings, videos, photographic materials, original infaments and rumors launch, short informative texts and news, carrying out flash mobs. Content is compiled in such a way as to cause emotions from the audience. Preferably positive.
Pros and disadvantages of viral advertising on the Internet
First we will analyze the advantages of viral marketing:
If we talk about the advantages for advertising customers, you can note the absence of any restrictions, even there is no special censorship. This opens up opportunities even to promote special categories of goods, such as adulting / alcohol / tobacco products and so on. And again it is worth emphasizing the duration of the life cycle, which is from three years and above.
Of the minuses, you can note the following:
- It is not easy to plan and predict the campaign. Today it is almost impossible to determine whether the campaign will be successful and whether the "virus" will be distributed, it is impossible to calculate at least the estimated speed of its distribution. This is due to the fact that a laid audience is played in distribution, users. Their behavior is quite difficult to predict.
- The cost of a good idea and preparation of the viral product can be high. It is not enough to come up with an excellent idea, it must also be fully implemented, otherwise the entire effect will be lost and will not make sense.
- Audience restriction. Unfortunately, viral advertising on the Internet covers only Internet users. If you are promoting the goods / companies / services that are more directed to users who rarely come on the network, it is better to abandon viral marketing.
Examples of viral advertising
- Such an advertisement is designed for a male network, clearly will be interested in this "motorcycle" and he will give it to friends.
- Here is another good example. The pizza is so hot that even the cat lay down on her. Well, as they do not die and send a friend.
- And here is an interesting banner of Hugo Boss. It is clear that this is an installation. However, many are accepted for a clean coin and share with friends.
- If we talk about the video, be sure to watch the video from Android "Friends Furever". They shared 6,432,921 times just for 2015, when he just appeared. This speaks of colossal success.
How to launch viral advertising
- First you need to analyze the target audience, on which Internet resources they spend most of their time. Perhaps this is social networks or video hosting, etc. Then the strategy of viral marketing is drawn up, as it is not limited to the publication of one material. It is necessary to take into account all the features of potential customers.
- Content development. This is the most difficult stage: you need to work in detail the material and create a high-quality advertising product that can boast a high potential.
- Spread. After the advertising message is ready, it is necessary to extend it on the network. If the announcement is really interesting, it will be viewed by thousands, hundreds of thousands, millions of World Wide Web users. Advertising this type allows not only to attract new customers, but also to make existing customers make a new order.
- Monitoring. As you know, we do not control what we do not consider. It is necessary to constantly monitor the process and track the presence of feedback. You need to get the prevalence statistics of the virus to see the picture and draw conclusions about efficiency.
- Evaluation. It is necessary to calculate such indicators as demographic data, the number of unique views, peaks of activity, feedback tonality, comment volume.
It will be useful to use the principles of the preparation of viral advertising. This tool is designed to attract the attention of the audience and transfer it to the product / product.
You can do it through:
- Scandals. Incredible, but fights and scandals are distributed on the Internet with a mad speed.
- Shock. The public needs to shock, violate the existing rules, make sure the tricks.
- Laughter and humor. Advertising messages with a notch of humor are spread much faster, since we all love to laugh and want our acquaintances more often smiling.
- "Mimiciness". These are our favorite kittens, puppies, small kids. All this can not not be a dignity, together with him and desire to share.
With the help of viral advertising, you can easily promote your products, services, demonstrate sample films, video clips. Many companies specifically remove short funny films, flash cartoons, create games that help familiarize yourself with a large audience material. Sometimes viral advertising applies to the help of a selection of interesting photos, reports on past advertising exhibitions, events, modes of modes, demonstrations of products or tastings of food and beverages.
Viral advertising is in no way related to the spread of those viruses that violate the operation of computers or cause diseases. It is called because it spreads at a speed of viral infection. It is enough to make an interesting, original and unlike anything else, how it is started to view the users of social networks, transferring information to their numerous friends and acquaintances.
Examples of successful viral advertising video
Here is a selection of the five most popular rollers online:
Psychology of viral advertising
Talented rollers attract the attention of millions of users, literally motivating to share them with each other. The essence comes down to cause genuine interest, surprise, something shakes the users. Sarafan radio can work better than the most expensive advertising campaigns. Information literally for a few hours comes to the most passive users, and it is inclined to believe even the most incredulous and doubters - after all, she comes from friends and friends, from those people to whom they are accustomed to trust.
Causes of popularity of viral marketing
Sell \u200b\u200bproducts, inform the target audience about the opening of a store, about entering a new product market, very conveniently precisely using viral marketing. The advantage of him is that to normal advertising the degree of confidence decreased. People need to receive information from persons who are disinterested in increasing sales. It is advantageous not to buy a novelty yourself, and first learn feedback from those who have already done. Therefore, those sites on which reviews are greatly popular. Many forums are created for this purpose.
Competent marketers, creating online stores, initially lays the functionality to leave feedback from each product. Sometimes the owners hire a special personnel who writes these feedback by making them extremely reliable.
An example is such facts that if someone will advise someone on the forum to buy a particular washing machine, say that it works reliably, perfectly disrupts and works silently, then, most likely there will be a demand for this model. If the same information is in advertising, it is simply ignored.
The same can be observed in everyday life. If a neighbor or girlfriend tells you that this cheese is very tasty, then you are most likely to try it. But if the same cheese will turn on the posters, most people will not believe. After all, many of us were convinced of the possibilities of high-quality digital printing and in the ability of advertisers to make beautiful pictures, but the advertising tricks do not always correspond to reality.
High-quality viral advertising
Unfortunately, the success of viral advertising is impossible to calculate. It is only necessary to hope for a good result, complying with the above requirements. Sometimes the most minor plot acquires enormous popularity, others in which there are a lot of funds, and remain unknown to anyone. It is worth remembering on high competition on the Internet, that in addition to creating a video, it will be necessary to optimize the profile, selecting the right tags, addressing the video of well-known bloggers, forum participants and social networks.