
Viral marketing: the basic rules

The widespread access to the Internet in the Ukrainian segment has caused a dizzying increase in the popularity of online advertising, one of the leading positions in which viral advertising is rightfully occupied. Of course, viral advertising does not have a relation to computer viruses, but received this name only because of a similar distribution method.
Viral advertising, unlike classical advertising (or traditional), is unobtrusive and does not contain a direct appeal for purchase. It so intelligently lures you into its networks that you yourself start working on it, sending links to your friends and acquaintances. This type of advertising is perceived more as fun and entertainment than as a full-fledged advertisement, but no less effective.
Viral marketing has its own rules, which you can either familiarize yourself with in advance or encounter in the process. Researchers of online advertising distinguish from 3 to 9 basic rules of viral marketing , my team and I are guided by the following rules:
1. The advertising virus should be placed in an interesting package (originality, novelty, freshness and others, similar to those listed, are the key to a successful start of the virus campaigns);
2. viral advertising should be provocative (intrigue, go for it and go for it: your advertisement should make the consumer act, at least click on the link and go to the website you are promoting);
3. do not limit and encourage the exchange of links (remove all possible obstacles to the spread of the virus, maximize the distribution possibilities: drop the viral video on youtube, take the trouble to post it and VKontakte with the same name);
4. talk not about the product, but about the fact that it can bring interesting things to the life of your consumer (albeit in a comic form: read the TV park and your hair will be soft and silky ©);
5. arouse emotions (the consumer should be emotionally related to your advertisement: laughter, tenderness, or even slight sadness will cause a definitely positive feedback both in the case of the distribution of the advertising message, and in the case of the purchase of the advertised product by the end user);
6. clearly define the target audience to which the virus should spread (successful advertising will not be limited to this audience, but will go far beyond it, but initially the target audience that you defined will become a relay of the advertising message);
7. information about the advertised product or service should be freely available (the consumer should easily go to the advertised site, find the link and information on the network, and you, in turn, create the most favorable conditions for this).

Interestingly, in the preparation of the viral campaign, the standard life cycles of the project are involved. Read about them below.
Strategy
The period of setting marketing goals and objectives of a viral advertising campaign, determining the target audience of shares, taking into account possible risks, making forecasts, budgets and more. In other words, the period of planning and coordination, as a result of which the main decision of the customer will be made: whether or not to have an advertising campaign on the network.
Creative
Development of a common creative idea for a viral campaign. It is here that the means by which the consumer will be caught in the network are determined. We are talking about that way of presenting an advertising message that will be interesting for the target audience.
Production
Russian language - production of a viral object. Based on the fact that the body of a marketing message can be a video, audio file, game or character, the time and money spent on this work are different.
Sowing the virus and controlling the spread The
initial point distribution of the virus message on Internet sites and the subsequent control of the speed and quality of the spread of viral advertising. A key stage in the development of the viral advertising campaign, which is extremely important and one of the most discussed in the theory of viral marketing.
Performance analysis
The final step summarizing the entire viral campaign. Naturally, for the client he is the most important, because he draws a line under the project implemented by the company in terms of numbers. For the contractor, this analysis is the assemblage point of the next project: what should be taken into account? what are the problems? How to avoid this in the future? etc.

Viral advertising is an ideal solution if the customer wants to spread rumors and gossip about the brand, increase the website’s Internet traffic or bring the consumer closer to the product. Thus, viral advertising is becoming a powerful tool for promoting a brand through the Internet, although it is far from being limited to this tool. A successful online advertising campaign at some point goes offline and continues to work even when you have stopped monitoring it, but this is a separate topic.