Content
What is viral advertising?
Viral advertising is a unique content that spreads among users, promoting a brand or product. Unlike traditional approaches that focus on the product itself, viral advertising emphasizes an original idea or story. It is akin to word-of-mouth marketing, where users recommend not the product, but the video or other type of content itself. Such "contagious" content quickly reaches a wide audience, spreading geometrically, much like a virus.
Goals of viral advertising
Viral advertising aims to achieve several key objectives:
- Increasing brand awareness: A viral video can attract a massive number of viewers in a short period, reminding people of the company and drawing in a new audience.
- Enhancing loyalty and engagement: The emotional component of viral advertising allows users to associate positive feelings with the brand. The advertisement can evoke joy, nostalgia, or surprise, which in turn encourages users to create content related to the brand.
- Boosting sales: Increased awareness and loyalty inevitably lead to a rise in sales of products and services.
Types of viral advertising
Any content that is easily shareable can become viral. Let's look at the main formats of "contagious" content:
Videos
Videos are often considered the pinnacle of viral advertising. Users are eager to share funny, socially sharp, or visually appealing videos. The length of such videos can range from a few seconds to several minutes. An example is Volvo's advertisement featuring Jean-Claude Van Damme, which garnered over 110 million views and spawned numerous parodies.
Music videos
Music videos can go viral if they feature popular or controversial artists. An example is the advertising campaign by "Alfa Bank" with Morgenshtern. Conservative brands can attract foreign performers or create unusual musical collaborations. For instance, Emir Kusturica directed a video for the band The Hatters, which received 4 million views.
Articles
A viral publication can be created using a catchy headline, a relevant topic, or an unexpected opinion on a discussed issue. Such content easily captures attention and generates a desire to share it with others.