What is viral marketing?
Viral marketing covers marketing through existing social networks, where the spread occurs naturally and explosively — a self-reinforcing process in which people voluntarily share the message themselves.
This is also why the term borrows its name from "virus", which is characterised by rapid spread.
Viral marketing typically works by a message being shared on one or more social platforms online, and then being shared, interacted with and thus seen by a large number of people — like a snowball effect. This can be due to the quality of the content itself, the message, and so on.
Viral marketing can, however, also take place through word-of-mouth marketing.
Viral marketing examples
Below you will find some well-known examples of viral marketing on a large scale.
Viral marketing examples:
- The ALS Ice Bucket Challenge (read more here)
- The Old Spice Man (read more here)
- The oil company OK's commercial (see e.g. the commercial "Der kommer spyd")
Viral marketing also comes in many forms, niches and sizes — it can be anything from an image, a Facebook post or similar, spreading on its own and going viral.
Viral marketing: Advantages and disadvantages
As with all forms of marketing, viral marketing has both advantages and disadvantages.
Below you will find some of the primary ones:
Viral marketing advantages:
- Large reach
- No cost per impression
- If the right message reaches the right audience
- More impactful, as it is not perceived as "advertising".
- Builds authority and credibility for your brand.
- Creates a sense of belonging with your target audience
- It happens at lightning speed and completely automatically.
- Can generate enormous growth.
Viral marketing disadvantages:
- Little to no control over the marketing.
- Can be triggered by something negative that spreads rapidly — like a virus (also known as a shitstorm).
- Risk of wasting time (if it fails to go viral)
- The effect of viral marketing can be difficult to measure.
Would you like to discuss how viral marketing can be used as part of your marketing strategy? Call us on 30 12 42 72 below.
