Why shouldn’t being viral be the only thing in a marketing strategy?

If a survey were carried out and marketers and agencies were asked how many times they have been asked to do ‘one of those viral campaigns’, possibly heart attack data would be obtained and possibly it would be discovered that they have been asked multiple times and that they have had to explain on multiple occasions that making one of ‘those virals’ is not nearly as easy and simple as it may seem. Making a viral does not simply require intention and does not work with a simple snap of the fingers. Making a viral requires a lot of work, a lot of luck and possibly also not even able to meet the objectives that the brand had for it Belgium Mobile Database. And to all this we must add that the obsession with virals has a certain unhealthy point.

Indeed, everyone wants to create virals and everyone wants their content released to the network to be shared en masse. And likewise everyone hopes that this video that they released and that they made not with a large monetary investment but with a great creativity is a bombshell that quickly positions the brand in front of its competitors. Despite all this, brands should stop thinking in terms of viral or at least should not put viral above all else. This obsession with this content and the fact that when you think about doing a marketing campaign it is positioned in the first place of everything going viral should end.

To begin with, and as they remember in an analysis in Forbes , getting viral is something that very few achieve and that also does not achieve an immediate and solvent conversion. According to some statistics, only 15% of marketers have managed to viralize something at some point. Most likely, they remember, that the brand is launching content after content and after more and more content and that none of that content manages to position itself prominently or reach viral status. It is possible that all those videos that are released are seen by a few people and not by the millions that the brand would like and dreamed of, for example, but that does not mean that you have to despair. In reality, what matters is not so much that millions of people see it but that the right people see it. To continue, you have to forget that obsession with the viral and thinking all the time about who is going to get more millions of visits.

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You have to know the public and you have to know what you have in hand. Not all content and not all brand actions should be doomed to go viral and not all should even try. A whitepaper about a law will never (very unlikely) go viral, but it is not what the brand that creates it expects or wants. That content helps to reach a very specialized market and is what it was created for. It is not an exact science And finally, being viral is a question that really escapes logic. There are studies that analyze what virals have in common and what makes some things more attractive than others. To this must be added that there are trends and fashions that make some content better received than others, but the truth is that many times what makes something go viral is rather a combination of factors that makes suitable content available Brother Cell Phone List. the right moment where the consumer wants to see it.

In addition, we must not forget that the life of the viral is completely limited and what triumphs now does not have to triumph tomorrow and that, above all, what is now experiencing its fifteen minutes of glory will be forgotten in a week. More than the viral, you have to pursue a strategy Therefore, putting viral as the main priority to be fulfilled by companies in their marketing strategy and especially digital marketing or content marketing endangers the marketing strategy itself. What to look for is not the viral, but to create a strategy that really works and that connects with consumers. Brands should not aspire to go viral as the culmination of all their goals but rather to search for a solid strategy that helps them connect with consumers. The strategy has to aspire to know what the consumer wants and offer the content and tools that will really help to achieve it. It does not matter that the video has only 100 views if it really helped the consumer when he needed it.

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