A Site or Product goes Viral
We’ve all seen them – the sites and videos that are launched and go viral. The visitor and viewer counts go through the roof as word spreads about the latest and greatest product/idea/video.
Viral marketing has always been with us. Offline a new boutique that is unique and interesting may find customers visiting because their friends and neighbors are talking about the new store. Online, the viral effect is multiplied a thousand fold. Social media sites and YouTube account for many of the viral marketing phenomena we witness. A respected Twitter user with thousands of followers mentions a really funny video he just watched – and YouTube is the destination of hundreds of people who read the Tweet. Others pass the tweet on to their own followers by re-tweeting and the exposure grows.
One of the most discussed marketing topics is how to make a site or product go “viral”. Some of the top marketers online have mastered the process by using pre-launch buzz and marketing tricks to increase interest and promote discussion (and sometimes disputes) across the internet that lead to more interest in the product.
Is it Accidental?
Do you think it’s accidental that marketing forums have many topics posted asking about a guru’s “new product” or “when is the launch” or “did the partners split up”? Of course it isn’t an accident. It’s a carefully orchestrated plan for creating a viral response to increase sales. It can work well or fall flat.
This is not an area of marketing where you can be retiring or hidden and expect a huge response. You take a chance when you openly try to turn your product or site into one that profits from a viral reaction. It’s not enough to create some buzz by having your followers ask leading questions about what you’re doing.
Interest will die quickly unless you provide something to build on that initial buzz by posting a YouTube video that is outrageous or hilarious or where you poke fun at yourself. This step may be the most difficult to accomplish.
Rumors are a great technique for viral marketing. The idea promoted that a well known top dog is quitting IM or has filed charges against his former partner will arouse curiosity IF you can play the part. Any scenario where people can contribute their opinion or take sides in an argument has a good chance of viral promotion if the drama reaches the right target audience.
Viral Responses
The unique aspect of viral marketing is the inability to create it on demand. Sites and blogs become viral promotion wonders and sometimes it seems there is no rhyme or reason for why this has happened.
Even a small viral reaction to your new topic or video can provide a significant increase in visitors to your site and sales of your product. Also true is that viral marketing can have a negative tone to it and should this happen can destroy credibility and sales.
It’s good planning to provide advice or videos that are meant to grab attention and get people talking in the hope your site or product will cause a viral upsurge of attention. Just remember that viral responses are difficult, if not impossible, to predict and can have unintended results.
Learning online marketing with you,
~ Julie
