If you want your marketing strategy to go viral, don’t rely on luck or chance

Brands have become obsessed, in recent times, with making the messages they launch viral. The explanation for this obsession and this stubbornness on the subject has a fairly simple explanation. Blame it on the internet. The network has made brands have to launch to create content and, of course, every company wants the content they launch to reach potential recipients. Nobody writes so that nobody reads it and nobody starts to create videos and more videos so that in the end nobody sees them. Added to this is the success of certain contents that have reached viral status. When you see the billions of views that Gangnam Style accumulates (2,447,783,394, which were the ones it had the last time we checked it Ghana Mobile Database, and which also continues to generate comments) or the 830,772,777 of Charlie bit my finger (the video about a baby who bites his brother’s finger), you can understand how companies are blind to the idea of ​​going viral and making their messages accumulate millions and millions of views and therefore reach millions and millions of recipients . The ‘make me a viral’ is a request that, to their possible misfortune and despair, many campaign officials have had to hear.

Virals are a misleading item, too, since they are not what they appear to be. When a head of a brand sees content like the aforementioned video about a child who bites his brother’s finger, recorded with low resolution and uploaded, it could almost be said that in any way to the internet, he may think that to make a viral it takes a lot. It is content that does not seem to cost a lot in terms of investment and that, nevertheless, achieves great results in terms of amortization. For “four duros” it seems that you can reach millions of people. That approach is a complete mistake. In the first place, being viral is not at all easy and the videos that reach millions of people (such as the articles, photos or graphic compositions that circulate on Tumblr and social networks) are only a sample of a quantity much bigger content. They are just a button: there are millions of videos that could not go from being just one more in the tide.

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Second, thinking that going viral doesn’t involve work is a highly unrealistic belief. Asking the campaign manager to create a viral and to do it practically by snapping his fingers is to be overly optimistic. Luck is not everything The first point to keep in mind is that content does not go viral just thanks to luck. Actually, to do a viral campaign you have to do a previous job similar to that done with any campaign. You have to study the market, you have to analyze the receiving public and you have to work to create an attractive message Brother Cell Phone List. Brands have to calmly study which platform they want to use to launch content, since although it may seem that everything on the internet is the same, the truth is that not everything works on the same platforms. The contents that succeed in one social network do not do so in another .

Thus, on Facebook, what is viral are the tests and listicle content , while on Twitter current affairs prevail and on LinkedIn everything that has to do with business, for example. But to all this we must add the elements that make things go viral, such as the exclusive elements, the power of the ego or the emotions that the contents awaken. Emotions are a very important element when creating viral content, since they are not only what make the receiver connect with the content but are also what drives it to behave. Different studies have analyzed the impact that positive emotions have when receiving content and especially when uploading them to their own social profiles, which are what make messages go beyond simply being bottles thrown into the sea with messages.

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In addition, you have to play with certain elements to get the content to arrive, as the study of virals by neuroscience has shown . Subtle messages and surprising ones best capture the viewer’s brain. The content has to be of quality But if these elements do not prove by themselves that the content does not go viral by magic and that companies have to do an important previous work when it comes to establishing what they are going to tell and how they will do it so that the content is go viral, other issues will help buttress the idea that going viral requires work. And it is that consumers are increasingly demanding with the content and, therefore, require that these be of increasingly higher quality. This makes what may be accepted in a home and family video is not acceptable in a video from a brand.

In addition, the fact that cameras are increasingly of higher quality and resolution (you just have to see what ordinary mobile phones are already achieving) has created an even more critical mass of consumers: videos are getting better and better. more quality, even when it is the video that the neighbor has accidentally recorded. This makes the limits of what is permissible ever higher. Consumers no longer accept anything. Now they want to see some work, some quality and some care in execution. What does this imply? This means that brands have to work if they want to create content. The contents can no longer be anything, but they have to be something cared for, worked and pampered. Brands cannot therefore trust in achieving conquer the consumer starting from any element: they will have to create careful and quality content for this.

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