Have a unique, funky ideas that no one has? But why doesn't it go viral?

Wonder why there's no guarantee that contents will always "goes viral" online? Why must we ensure that tactics used integrates with brand's strategy? Check out this post to find out!

Viral or Not Viral?

Let's now explore what it means by being Viral! If I tweeted a tweet on Twitter, and I have gotten 350K retweets in 6 years, my tweet did not gone viral. However, if my friend next door posted a video on Youtube, and it spreads to 100K people in less than 4 hours, that video probably had gotten viral. There is no exact number of views or shares that determine whether a content had gone viral, However we all know that Viral content rapidly gained momentum and spreads widely.

Omo did my video just went viral?

Here, I will be explaining the reasons why content does not always "Goes Viral" online.

Statistics

To begin with, Statistics has shown that there are 5 billion contents per day in Facebook, 500 million tweets daily. Stanford University Study says that less than 1% of content go viral. This means that only 1 tweet in a million goes viral! Also, most viewed contents comes from famous celebrities or influencers. Come to think about it, what are the odds that the contents you share on Social Media will go viral?

Results are not Organic

Besides, many viral sensations are far from being organic. Just like any other industry, social media influences has its dark side too. Likes, Views and Followers can be purchased. Also, emails and paid supports such as Digital Ads are widely available to increase exposure in a short time frame.

Luck

Sometimes things happens at the right time with the right person and for the right reason.

The viral "Go-Jek Hostage" video went viral not because the content was anywhere close to being a unique one. There are many similar videos with similar situations but why don't they get viral too? So why did this particular went viral?

Go-Jek Hostage Video

Kaplan Haenlein

Based on the Kaplan Haenlein's framework below, Social Media Viral Marketing Campaigns are classified into 4 groups (Nightmares, Homemade Issues, Triumphs, Stroke of Lucks) based on the outcome and who initiated the viral campaign.

Nightmares

Social Media Viral Marketing Campaigns that falls under nightmares are initiated by Customers. It went viral but has a Negative Outcome. One of the example will be the Momo Suicide Challenge that went viral in the recent months, worrying parents with young children.

The Momo Suicide Challenge

The Momo Challenge originated from Japan. It all started with Facebook members daring themselves to contact an unknown number. The anonymous person with the unknown number known as "Momo" now uses Watsapp to target innocent young children. Momo instruct children to engage in oddly dangerous activities which eventually leads to suicide. Momo sent violent and scary content messages and even call to intimidate them.

Refusing to do the challenge will make Momo threaten to visit curse them. It went viral after reports of a 12 year old girl and a 16 year old boy killed themselves after receiving Momo's messages.

How Creepy! Took me a long time before I can look straight into her eyes

However, Momo is a hoax. She is an artwork exhibited in Tokyo’s horror Art Vanilla Gallery.

Homemade Issues

Are Social Media Viral Marketing Campaigns that are initiated by Company and has a Negative Outcome. Below is an initiative for Danish Tourism Company called VisitDenmark. They have been widely criticize due to ethical issues and went viral for the for the wrong reasons. Take a look at the video below!

Karen from Denmark

Triumphs

Are Social Media Viral Marketing Campaigns that are initiated by Company and has a Positive Outcome. In order to promote Alexa, Amazon come out with a marketing campaign called "Alexa Loses Her Voice". The campaign went viral as it includes some of the most popular celebrities (Cardi B & Gorden Ramsey), introducing Alexa in a funny and entertaining way. This in turn raise awareness and relatability of a technology that may seems intimidating to use. Take a look how clever Amazon are!

Alexa by Amazon

Strokes of Luck

Are Social Media Viral Marketing Campaigns that are initiated by Customers and has a Positive Outcome.

From the examples above we know that viral campaigns or events initiated by both customers and companies can leads to Negative or Positive Outcome. In turn, it can boosts a company's reputation but can also ruin its reputation. Just like the Campaign "Karen from Denmark", the tactic used in this campaign did not reflect the marketing objectives of what VisitDenmark wanted to convey. Hence it is important to come out with a brand strategy and use the right tactics that will bring out the company's marketing communication strategy

In order to create a successful integrated marketing campaign, marketers should first..

1. Have a clear understanding of who their target audience are. Marketers will be able to provide personalize services and products only after knowing who their target audience are.

2. Pick their communication channels. Marketing objectives will only be fulfill when marketing communications efforts reaches the target audience at the communication channels used by them. Efforts and messages will go to waste if they did not reach the target audience.

3. Have a consistent look. The main services and products must have a consistent look for target audience to recognize them immediately.

4. Create Clear, Consistent Content that can easily be adapted or repurposed to suit different media or channels

5: Ensure that your messaging is integrated across the platform. This is to ensure that messages across all platform are consistent and convey the same messages and marketing objectives.

6: Make sure your marketing teams/agencies are working in sync

7: Don't forget to track your campaigns & coupons. Marketers have to make sure that the things designed at the very beginning of the campaign can be measured and tracked.