7 Types of Viral Marketing

Consider this: You’ve just launched a new product and are eager to spread the word. You invest time and money into an advertising campaign, only to be met with crickets. Meanwhile, a rival brand releases a silly video featuring a dancing baby that goes viral. Suddenly, they’re the talk of the town, and your stomach sinks as you wonder how to compete. It’s in moments like these that you start asking yourself, what is viral marketing, and how can I harness its power?

This scenario highlights the significance of understanding viral marketing and how to leverage it to your advantage. In this guide, we’ll explore the different types of viral marketing and provide actionable insights to help you create campaigns that resonate with audiences and encourage sharing.

7 Types of Viral Marketing
12 Tips for Viral Marketing
Benefits of Viral Marketing
4 Mistakes to Avoid for Going Viral
Create Viral Shorts In Seconds With Crayo

1. Emotional Marketing: The Heartstrings Approach

Viral ads that tap into deep emotions are nearly impossible to overlook. Connecting with viewers on a feelings level, whether it’s happiness, nostalgia, sadness, or even pride, significantly influences their reaction to your brand. After all, shared experiences of laughter, smiles, and even tears are strong indicators of emotional connections. If your ad strikes this chord, it can spur audiences to share your content with others who could benefit from it.

Example

Google’s “Reunion” ad tells the story of two childhood friends separated during the India-Pakistan partition. The ad, powered by Google Search, pulls at viewers’ heartstrings through themes of nostalgia, friendship, and family. It went viral due to its strong emotional appeal.

2. Buzz Marketing: Generating Chatter

This type of viral advertising must create buzz to grab consumers’ attention. The idea is that your campaign will spark conversation among those who have seen it, and that chatter will spread to others, even if they haven’t watched the ad. That’s the potential of buzz.

Example

The ALS Ice Bucket Challenge in 2014 generated enormous global buzz. Celebrities and everyday people dumped buckets of ice water over their heads to raise awareness and funds for ALS. Even those who didn’t participate knew about it because everyone was talking about it.

3. Incentivized Marketing: The Potential of Perks

Incentive campaigns encourage people to share your content with their networks. For example, many brands use refer-a-friend programs that reward the original customer with a commission when they bring in a new buyer. You can also offer the new customer a discount for using their friend’s referral link to make a purchase.

Example

Dropbox’s referral program offered extra storage to users who invited friends. This perk incentivized people to spread the word quickly. It was a win-win: the referrer and referee both got free space, leading to a 3,900% growth in just 15 months.

4. Engineered Marketing: Intentional Campaigns

Many viral marketing efforts result from extensive research and months of careful planning. While a few campaigns have gone viral randomly, the numbers don’t lie: the most effective ads are often purposefully designed to attract attention and engage audiences.

Example

The Old Spice “The Man Your Man Could Smell Like” campaign was intentionally crafted to go viral. The ad used humor, clever scripting, and an unusual style to captivate audiences. It was supported by an interactive social media campaign where the character responded directly to users.

5. Lucky/Chance Marketing: The Element of Surprise

While viral marketing is usually well-planned, sometimes luck or chance play a role. Marketers can’t always predict how events will unfold, as an ad might resonate with an unanticipated audience or spark the curiosity of a previously unexpected crowd. While every campaign aims for broad reach, some commercials go viral for reasons beyond appealing to large groups.

Example

Nathan Apodaca, known as Dogface208, filmed himself skateboarding while drinking Ocean Spray cranberry juice and lip-syncing Fleetwood Mac’s “Dreams.” The video wasn’t an ad, but it went viral, boosted Ocean Spray’s sales, and led to collaborations. The brand just rode the wave.

6. Amplified Viral Marketing: Controlled Campaigns

Another type of viral marketing strategy is amplified marketing, also known as controlled campaigns. In this scenario, marketers have control over the campaign. More specifically, they can plan the campaign by setting goals they want to achieve, including which methods they wish to use to transmit the viral message.

Example

During the pandemic, Zoom’s Virtual Background Challenge in 2020 encouraged users to get creative with their virtual backgrounds. The brand promoted it across platforms with clear goals to boost awareness and user engagement during its meteoric rise in use.

7. Pass-Along: The Sharing Phenomenon

The most common form of viral marketing is passing messages in a chain. One user sends the message to another, and the chain continues. This strategy has proven very effective for religious communities in converting adherents.

Example

Coca-Cola’s “Share a Coke” campaign personalized bottles with people’s names, encouraging customers to find and share them with friends. People naturally passed the message and bottles around, both offline and through photos on social media.

12 Tips for Viral Marketing

office meeting - Types of Viral Marketing

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Simply outline your idea, customize it using Crayo's diverse templates, and export. Experience the ease of creating engaging clips with Crayo. Explore Crayo's complimentary clip creator on our homepage, which requires no account registration. Transition from concept to viral shorts swiftly with Crayo.

2. Understand Your Audience Thoroughly

A comprehensive understanding of your audience is the key to any effective viral marketing effort. Identify their preferences, interests, pain points, and humor. Conduct extensive research, develop buyer personas, and collect data to guide your content strategy.

3. Equip Impactful Visuals That Communicate

Strong visuals can significantly boost your viral content. Engaging images can captivate audiences and enhance shareability. Create visuals that support your narrative. Instagram’s popularity hinges on its visually appealing posts, while innovative billboard designs can spark conversations and increase brand awareness.

4. Focus on Outstanding Content

Exceptional content is the foundation of any viral marketing initiative.

It should be

Original: Offer a unique concept or fresh take.
Emotional: Evoke feelings like joy, surprise, or inspiration.
Shareable: Be easy to distribute across platforms.
Relatable: Connect with your audience’s values and experiences.

While humor often drives virality, other emotions can be just as effective.

5. Emotional Connections Matter

Engaging your audience emotionally is crucial for virality. Content that resonates often leads to widespread sharing. For instance, Dove’s Real Beauty Sketches campaign sparked conversations about self-esteem, while charity initiatives that highlight personal stories generate support and awareness.

6. Capitalize on Social Media Platforms

Social media is a hotbed for viral campaigns. Identify the channels your audience frequents and tailor your approach accordingly. Encourage sharing by integrating user-friendly buttons on your site and within your content.

7. Enhance Shareability for Greater Reach

The reach of your campaign can expand exponentially if it’s easy to share. To facilitate distribution, include sharing options, such as streamlined links. Engaging influencers can also introduce your content to new audiences. Furthermore, utilizing AI for long-form content or leveraging memorable customer service experiences can generate buzz.

8. Craft an Attention-Grabbing Headline

A compelling title or caption is essential for capturing interest. It should be concise, intriguing, and foster curiosity. A compelling headline can determine whether users engage with your content or scroll past it.

9. Timing Is Crucial

Launching content when your audience is most engaged can boost virality. Aligning releases with significant events or holidays can enhance exposure. For example, tweeting during the Oscars can increase engagement, as seen with Oreo’s blackout tweet. Similarly, debuting products around Black Friday can create excitement and drive sales.

10. Leverage Influencer Partnerships

Working with influencers who align with your brand can amplify your viral efforts. Influencers have established trust with their followers, so when they share your content, it can expand your reach and enhance credibility.

11. Interact With Your Audience

Once your campaign gains traction, actively engage with your audience. Respond to comments, address inquiries, and foster discussions. This interaction can strengthen your content’s virality and cultivate a community around your brand.

12. Monitor Performance and Adjust

Regularly track your campaign’s performance. Analyze metrics such as shares, likes, comments, and website traffic. Utilize analytics tools to identify successful elements and areas for improvement. Use this data to refine your strategy and maximize your campaign’s impact.

Benefits of Viral Marketing

The Perks of Viral Marketing: Why You Should Go for It

Viral marketing is a cost-effective way to promote your brand. Instead of spending big bucks on traditional ads, you can use organic sharing to spread your message. Of course, there are no guarantees that a campaign will go viral, but the potential for low costs is a huge advantage.

Huge Audience, Fast

One of the most significant advantages of viral marketing is its potential for reach. When content goes viral, it can be shared by millions of people in hours or days. This kind of exposure is hard to come by with traditional advertising, and it can put your brand in front of a whole new audience.

Better Brand Recall

Viral marketing can help your brand stick in people’s minds. When someone sees a funny or touching video promoting your brand, they will likely remember it later. This is crucial for driving sales, as people often research products online before purchasing. If your brand is top-of-mind thanks to a viral campaign, you’re more likely to convert that shopper into a customer.

Positive Buzz

When people share content that promotes your brand, it’s usually because they like it. This leads to positive associations with your brand, which can help build trust and credibility. On the flip side, if a viral campaign generates adverse reactions, it can harm your brand’s reputation. That’s why it’s essential to carefully consider your approach before launching any viral marketing efforts.

More Traffic, More Sales

Viral content often links to a brand’s website or social media pages. This can lead to a surge in traffic, as people want to learn more about the brand behind the content. More visitors to your site can increase sales, especially if your online store is optimized for conversions.

Better Social Media Presence

Viral marketing can help boost your social media following and engagement. When people share your content, it exposes your brand to new audiences who may not have interacted with you before. This presents an opportunity to gain new followers, who can help amplify your message in the future.

4 Mistakes to Avoid for Going Viral

Launching a viral marketing campaign is not the time to go full throttle. While starting with a big-budget push might be tempting, you’ll likely waste money without first testing which content will resonate. Instead, create a small test budget to experiment with articles, videos, infographics, and headlines. Once you identify what content sparks sharing, you can shift into higher gears and invest more heavily. With social media, it’s even possible to test posts among small groups without those messages appearing on your brand’s published Timeline.

2. Asking for Shares Instead of Earning Them

When it comes to viral marketing, sharing is not a given. If you assume your content is inherently “viral,” you might make the mistake of asking for shares instead of focusing on what drives them. Yes, some causes — like raising awareness around cancer or climate change — may inspire automatic sharing. But for most brands, it’s critical to plan for the opposite. Instead of simply asking people to “share this on social,” focus on creating content that is so valuable, entertaining, or meaningful that it sparks organic sharing.

3. Thinking Your Job Is Done Once You Hit Publish

The work isn’t over when you publish a piece of content. To maximize its chances of going viral, you need to promote it extensively. That includes sharing it across all your social media channels, reaching out to influencers and asking them to share, and even exploring paid promotion options. The goal is to generate as much initial engagement as possible, which will help your content gain traction and be seen by a larger audience.

4. Ignoring the Importance of Timing

Viral marketing is often unpredictable, but one thing is sure: Timing matters. If your content is timely and relevant to what’s happening worldwide, it will have a better shot at going viral. For example, a brand that creates a humorous video about the Super Bowl will likely struggle to gain traction weeks or months after the big game. On the flip side, if a brand creates content relevant to current events, it could go viral almost instantly.

Create Viral Shorts In Seconds With Crayo

Crayo AI stands out as a game changer in short video production. Its user-friendly interface allows anyone to craft unlimited short videos quickly and efficiently. The platform’s impressive capabilities include automated features like caption generation, special effects, background selection, and music integration.

These tools eliminate the tedious aspects of video creation, enabling users to focus on their creative vision. Furthermore, Crayo AI helps users capitalize on trending topics and social media algorithms, enhancing the likelihood of reaching broader audiences. Whether for personal expression or brand promotion, Crayo AI streamlines the short video process, making it accessible to all.

7 Types of Viral Marketing

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