Viral Branding

Posted by Ankit on March 12th, 2018

VIRAL BRANDING

Viral branding refers to a form of marketing in which original advertising material (e.g. videos, games, etc.) is shared, recommended or discussed by users when an advertising message on the Internet goes viral. This means that it spreads like a virus and reaches a great visibility and awareness. Most viral ads are films in which the advertising message takes a back seat and an unusual idea appeals to the user.

HOW DOES VIRAL BRANDING WORK?

Companies or agencies distribute advertising material, often in the form of films, on various platforms and channels on the Internet. It is usually not the advertising character in the foreground, but an original, exciting, funny, inspiring or simply extraordinary idea. Users who like the film, spread it by sharing, linking, embedding or other recommendations, mainly on social media platforms such as Facebook or Twitter.

TARGETS OF VIRAL BRANDING

As the name implies, viral branding is meant to spread advertising messages like a virus and "infect" as many recipients as possible. Sharing and sharing users is like Word of Mouth. Because sharing and redirecting content is often based on users liking the campaign and not on identifying with the product or brand. Viralbranding is not focused on short-term revenue growth. Rather, companies benefit from viral marketing because it strengthens brand awareness and improves image.

FORMS OF VIRAL CONTENT

The most common form of viral content is the movie, but video is not the only way to create viral content:

1. Apps
2. Free Tools
3. Online games
4. Tutorials

SUCCESS FACTORS FOR VIRAL BRANDING

Viral marketing strategies are difficult to plan. Numerous factors influence how the recipients absorb the advertising material and whether they share the content.

However, a few factorsfavour the success of a marketing campaign:

1. Know target group
2. Good ideas
3. Emotionality
4. Quality
5. Cross-media distribution

DISADVANTAGES AND RISKS OF VIRAL BRANDING

Although the forwarding and sharing is the heart component in viral marketing, however, this factor is not controllable.No one can predict whether the campaign is well enough for users to go viral and reach the desired range. Furthermore, word of mouth can also be negative. At worst, negative word-of-mouth will damage the company's long-term image. The costs also involve risks. Although viral branding is cheaper than traditional marketing, as the distribution channels via social media and co. are virtually free and the distribution is taken over by the recipient,however, video advertising requires a certain budget to ensure high quality. Because videos in poor quality do not invite to share and forward.

EXAMPLES OF VIRAL BRANDING STRATEGIES

1. The cosmetic company Dove spreads the message with its real beauty campaign that all women are beautiful.
2. Another example of a non-cinematic viral branding campaign is the grouse game created as part of an advertising campaign for Scottish whiskey maker Johnnie Walker.