Viral advertising is a relatively new craze that has quickly become the next big thing in marketing. A word of mouth (WOM) strategy, it forces marketers to create branded videos that consumers like so much that they want to share it with friends. To achieve viral success, an ad must create enough buzz to generate one million views, which is the standard tipping point where a video can go from popular to viral status (Teixeira, 2013).
This task proves difficult not only because it’s centered on the premise of asking consumers to market a brand for free, but also because of the uncertainty that surrounds the entire phenomenon. Marketers have little proof as to why their ad has gone viral, yet another popular brand’s video with nearly identical content proved to be a flop. No, there’s no true recipe for creating the perfect content to go viral, but that has not stopped market researchers and behavioral scientists from trying to figure it out (Teixeira, Wedel, and Pieters, 2012; McNeal, 2012; Berger and Milkman, 2012; Guadagno, Rempala, Murphy, and Okdie, 2013; Yuping, 2012; Dobele, Toleman, and Beverland, 2005; Harvey, Stewart, Ewing 2011).
This rapid enthusiasm in viral video research arose just after social media use skyrocketed across the globe, evidence that the advertising industry has now fully acknowledged the significant value that social media offers to marketers, especially in the case of WOM campaigns (Yuping, 2012, p.471).
So far, studies have been done to figure out the types of content that goes viral, why consumers choose to share one video and not the next, who the consumers are that are sharing these videos, and the implications of viral ads on consumer behavior, knowledge, and attitude. While there is sti...
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Viral marketing is essential for Post-it to increase brand awareness. Furthermore, viral marketing can be the result of the “Go ahead” campaign where people showed creative ways to use Post-it notes. However, Post-it should not aim at creating at the fastest viral videos, since all of the fasters viral videos come from music artists (Statista,
4) Viral-Quotient per Content (Any Media) - Most popular YouTube video was viewed 200,000 times. On an average, a video was viewed 1600 times. This builds upon the idea of Customer engagement, and Content distribution in the social space, that relates heavily to the very purpose of such a campaign. Also, this entire communication was user-generated, so the message didn’t look, at least to say, to be coming out in the form of ‘Company Promotion’.
Marshall, Patrick. "Advertising Overload." CQ Press 2014: n. pag. CQ Researcher Online. Web. 18 Mar. 2014. .
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
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Notably, this has helped in distinguishing the roles of documentary makers and the subjects displayed in the advertisements (Humphreys 18). It is clear that advertisements have been given a higher distribution authority above the documentaries in the recent past (Humphreys 19). It gets the attention of those who have access to the internet. Notably, it will be used as a method of advertisement to all those have access to social media. Different methods will be used to advertise the product in social media. They will include the images and the video clips. All the social media channels available such as Facebook and Twitter will be used. Therefore, it will help in getting all the customers who may be
Oberholzer-Gee said "The reason it's so successful is the moment we start to share things, the sharing itself is some sort of endorsement that's hard to replicate with other forms of advertising," BuzzFeed is so viral and addictive because, Buzzfeed focuses on the percentage of new readers who share a partner's post to their social networks after they read it. BuzzFeed posts is from classic categories like Beauty, Home, Crafts, Fitness and Food. And also BuzzFeed is smart to experiment pictures like cute photos of puppies, cats
Russel Y., Topper S., Akerman L., Oliveira J., Strydom Z.; 2013; Studying Business NSC Business Studies Grade 12; 2013 Edition; Paardekraal; Excom Publishers; 26/05/2014
In past society--when the technology wasn’t developed as much as the current society-- it was so hard for people to be a star. The era before the technology development as 21 century, the ways to become famous were for example to be on television or be on the radio because it was one-way entertainment. Now it’s easier to find information online and even share the ideas on Social Network Sites instantly. Among these, the evolution of the web videos made especially possible for that anyone or any ideas can get famous immediately and easily. However, in this website called “Youtube”, there are over 48 hours of video uploaded every one second and only small part of these copious videos go viral. So, what is the common factors of some videos go viral? Mainly, three factors make the videos go viral; tastemakers, communities of participation and unexpectedness.
In fact, videos can be shared on broadcast television, YouTube, street marketing and video boards, increasing the possibilities of reaching the target audience. The sharing of the videos results in more exposure of the brand message and generates an increased interest in the marketed brand. Indeed, video marketing is the simplest and most effective way of reaching lots of prospective clients and getting the marketing message heard, seen and felt. Besides, videos allow marketers to appeal to the emotional side of their clients, attach faces to their marketing messages, and establish more influential and useful connections with their
Although a consumer may love a brand he/she is weary of the message distributed by them. However, posts created by influencers, even when #ad #sponsored is included, aren 't scrutinized to that level and are seen as more organic. Based on this, today 's consumers turn to their peers for recommendations and never buy before doing their research. Don 't believe me?
Scott, D. M. (2010). The new rules of marketing and PR: How to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly (2nd ed.). Hoboken, NJ: John Wiley & Sons.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
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OLLIER-MALATERRE, ARIANE; ROTHBARD, NANCY P.; BERG, JUSTIN M. Academy of Management Review (Oct2013), Vol. 38 Issue 4