What's the buzz? Going viral
- ahou0006
- Nov 13, 2021
- 2 min read
Updated: Nov 20, 2021
All marketers dream of finding the sweet spot...that moment when a campaign video is shared over and over again. There is a tried and tested formula for communicating with weaker and latent ties in social networks. To improve brand awareness, marketers can harness the core connections in their brand community.
So, why do people share? There are several reasons.
Jonah Berget’s 6 reasons why things catch on, described as STEPPS, offers a helpful framework for understanding viral marketing.
1. Social currency – the better something makes people look, the more we want to share it.
Take the cranberry juice skateboarder. Nathan Apodaca claims that this viral TikTok video is helping him make a down payment on a home.
2. Triggers – things that are top of mind and tip of the tongue.
Scottish singer, Caitlin McNeill, posted a photo of her dress on Tumblr, asking for consensus on the colour of the dress. Was it blue and black or white and gold? What an extraordinary result from a diverse range of brands.
3. Emotion – when we care, we share.
Grab the Kleenex for this one – it has all the feels! We can all relate to this situation.
4. Public – when we see other people doing it and then imitate it.
Did you know that the ALS Ice Bucket Challenge was an online effort to raise funds for people with Amyotrophic Lateral Sclerosis disease? The campaign raised $115 million in just eight weeks, with over 17 million people participating globally. It was so successful, and many celebrities also participated in the challenge.
5. Practical Value – sharing news that others can use.
Join Michael Dubin, the co-founder of the Dollar Shave Club, for a walk through their warehouse and some light humour about shaving. This campaign created brand growth that resulted in a $1B acquisition from Unilever.
6. Stories – Let’s look at this narrative.
We could not resist using the Old Spice man, Isaiah Mustafa, for this example. This campaign started with one ad, then a series of follow-up ads were launched responding to comments and questions on social media. The results - an increase of more than 1000% on Twitter and Facebook likes from over 6 hundred thousand people!
So there you have it - the STEPPS of viral marketing. Which is your favourite viral campaign? We think the Old Spice man is pretty great! Please take this short poll. We'd love to know what you think.
I remember we shared a truck on work social media that had got stuck under the bridge right near our workshop, so our clients and locals knew traffic was banked up because of this situation. It went crazy on social media. Reading your blog helps me understand why it went viral - Social Good & Social Utility.