IT People Blog – Viral content is indeed a strategy for many business people to multiply promotions or campaigns. Therefore, viral marketing is getting more and more enthusiasts and has given birth to various strategies to achieve “viral!”.
For those of you who are interested in how to create effective viral marketing content with one particular marketing niche, see Types of Viral Marketing content for Online Business
Definition of viral marketing
Viral marketing is a way to market a product or service by taking advantage of the greatest interest of the target market in general. The hope is that with this strategy, it can reach a wider market and the costs incurred are much more efficient.
This can happen because the target market will work ‘without being asked’ to redistribute the promotional content that is displayed. So there is a sense of volunteering to share, whether it’s just for fun, support or rejection.
The definition of viral marketing according to experts can be summarized into the following points;
According to Hamdani and Mawardi (2018), viral marketing is a marketing technique that goes through a chain of communication processes, then reproduces information by utilizing social networks to become famous.
From Glennardo’s opinion (2018), viral marketing is a technique that utilizes the advancement of electronic media in order to achieve a certain goal from the seller.
From the opinion of Turban (2018), viral marketing is a sales strategy by using consumers to disseminate information and opinions to others by word of mouth about a product or service.
In the opinion of Wilson (2000), viral marketing is a strategy to encourage others to convey a sales message to others, either partially or completely with a personal touch, so that it has a big effect.
According to Kotler and Armstrong (2012), this viral marketing method is marketing via the internet using e-mail or other means. Then, the recipient of the message will go ahead and share it with friends or other people.
Meanwhile, according to Helianthusonfri (2016), this viral marketing method is a marketing strategy that is influential, reaches people widely like a virus and will have a big impact.
From the various opinions above, it can be understood that the goal of this viral promotion technique and strategy is exponential fame. So, with one bait, you can move on your own and reach a wider target market
Types of Viral Marketing
There are many ways to do this viral marketing technique, whether on the black side; or ‘white’. In a sense, either with blasphemy or with praise, the target is for the public to know about the existence of a brand
For example, when talking about telecommunications provider advertisements with eccentric concepts during Ramadan, of course Axis. This brand has succeeded in instilling ‘brand awareness’ through promotional content that is unusual and tends to be ‘weird’. However, it managed to grab the attention of the wider community.
Therefore, based on the type of content, this viral marketing strategy has three types,
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As the name suggests, this viral content marketing method relies on the advantages or USP (Unique Point Selling) that exist in the product or service. The packaging is also positive and really only uploads the goodness.
Although this method has been widely used, it still takes the right marketing point of view to target the target market. It’s a bit tricky, but many products have successfully marketed it this way.
For example, the excitement of Tesla cars that are capable of autopilot like an airplane. The driver just sits in the back with no driver at all.
Many people are curious, is it true and are interested because this is a new innovation from technological sophistication that has only existed in fictional films.
In contrast to positive content, here brand awareness is planted in a controversial way. Not afraid of being criticized or blasphemed, because the main goal is for the public to know and know.
Usually, content actors like this already have an antidote formula when a blunder occurs. Although it is not uncommon to even harm the brand being promoted, many brands have succeeded with this concept.
For example, the Islamic clothing brand Rabbani which openly and frontally mentions the obligation to cover the genitals. Crowds of people blaspheme with arguments about tolerance and others.
However, this brand remains calm because they know their target market, namely Muslims, this has been explained in both the Holy Book and Hadith. The advantages of viral marketing make the product stronger because of the attitude this brand takes.
What’s more, from the content that is broadcast, it is not wrong and legal or religious. It’s just that, from public opinion there are many counter reactions that arise
Satire or Grey
There will always be strongholds for and against each type of viral content. For those who understand, maybe it will be fine, in contrast to those who respond otherwise. That’s what the goal is, to provoke a public reaction to share. Both in terms of pros and cons, the point is to share opinions based on the point of view of everyone’s way of thinking.
A concrete example of this strategy is the launch of the KKN book in the Dancing Village. Many are curious because of the story, then comment that this is not a true story, only fiction that seems real with irregularities that should not be.
Very interesting is not the type of viral marketing above? Everything requires foresight and creativity out of the box to read the opportunities for creating viral content. Then, how to create it?
How to Create Viral Marketing
There are several components that must be present before making the type of viral marketing as needed. Of the many elements or promotional ammunition, including:
This is an absolute requirement that must be understood before planning a big viral marketing concept. From here, content creators can see what products or services they want to broadcast have. For example, from the side:
Is the legality complete? What are the legalities?
What composition does the product consist of? Is there a dangerous composition or almost touching the tolerance threshold for use?
Does the product have an expiration date or not? What is the correct storage?
How to use a good product?
If service, then what services can consumers choose?
In terms of services, you must also know how to order, how to process and so on.
If you already know all the information related to the product or service, then turn to who will use the product/service?
In practice, many people still misunderstand who will buy a product or service, and who will use it. The target market is the people who will buy. Meanwhile, users are not necessarily the target market.
For example, the target market for baby porridge is the baby or the parents? Well, even though it is the baby who will consume it, it is the parents who make the decision to buy it.
This is where the importance of knowing and making funneling the target market. The goal is to see who the ‘real’ target market is and what they are interested in.
For example, the real target market is girls aged 12-17 years. Well, these are Generation Z who are interested in things related to their idols. From there, viral marketing can be in the form of content that involves the idol so that it has the potential to go viral.
USP (Unique Point Selling)
The last component that must be understood is the USP (Unique Point Selling) of a product or service that wants to enter a promotional scheme. The viral marketing strategy is that this USP is a killing point, so buyers cannot refuse the offer.
For example, in terms of advantages that do not exist in competitors, in terms of price and many others. The more USPs you have, the easier it is to create a viral marketing strategy.
After understanding the three components above, then start to make a strategy. For example, in the following review.
Examples of Viral Marketing Applications
There are many examples of viral marketing. Whether offline or online, many other brands have done it. For example, some examples that you can imitate the following.
Example of online viral marketing
The use of internet networks allows viral marketing content to explode again. This happens because there are more and more internet users, and in their daily lives they are very familiar with the various features of internet networks that are offered.
Such as through social media, through marketing platforms, and many others. For example, Lazada’s viral marketing e-commerce has recently become a public talk because it invites famous Korean artists.
The existence of the artist, Lee Min Ho, helped boost the use of the e-commerce application, because the public figure he was holding had a strong influence. They are very observant because the active users are women of productive age, and the figure of the artist becomes the idol of the target market.
For example, if you want to imitate this strategy in your own online store, you can. For example, you want to process shopee viral marketing. You can endorse according to the interest of the target market, and make the online store at Shopee a CTA (call to action).
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You can attract consumers from anywhere, starting from Facebook, Instagram, Twitter and the latest thing that is currently viral is Tiktok.
For Tiktok, it’s a bit tricky because it focuses on short videos, so viral marketing on tiktok can use the appropriate strategy there. For example, dividing into several parts, snitch with other similar videos, using sound that has the potential to FYP, using the ongoing hashtag challenge and many others.
Examples of Offline Viral Marketing
Unlike the online one, this strategy focuses on the offline realm that is not accessible by online. For example, the use of billboards, running text on pole signs, brochures and many others.
There are many examples of billboards that have gone viral because the concept is unique and intriguing. Like the Ivan Gunawan Salon ad which satirically competed with Dedy Corbuzier, the eccentric caption of U mild cigarettes and many others.
Thus a review of viral marketing and examples. There are various ways and strategies that can result in a promotional blast with the best cost efficiency.
It’s just that you need to be careful in targeting the target human interest. One-one even become a blunder.