In this digital age, brands are able to take advantage of new opportunities by contacting and connecting with potential leads through social media. And promotions via the use of the share function also helps brands reach more people. The Global Digital Report 2018 reveals there are 4.021 billion Internet users and 3.196 billion social media users worldwide, so naturally social media seems the perfect option to promote your brand. Read on to learn more about the benefits of creating viral content for your brand, the concept of ‘sharing’ and what influences the decision to share a post.
Let’s discuss the benefits of going viral for your brand!
- High Growth Rate
Viral Marketing doesn’t happen over night, it can be a slow and consistent process, providing you maintain the brand’s presence, message, and content consistently. Going viral boosts brand awareness, enticing leads to contact your brand, whether they have heard about you through social media or word-of-mouth.
- Building Brand Credibility and Confidence
As the amount of viewers to your website increases, so does the familiarity and trust of the brand. The benefit of spreading like a virus is capturing the interest of a new audience, or people you may have yet to connect with. People trust people – so if everyone’s talking about you, then you must be good!
- Gain free exposure
Sit back and watch as the number of shares on social media continues to rise, as your audience shares your content with their own audience and so forth. People will talk endlessly about viral topics, so creating viral content can help your brand gain further exposure. Depending on the content, it can lead to free media exposure, and/or getting your brand’s face published in print or digital media. So maybe sitting back and relaxing won’t be an option after all, as you won’t have time to when there are so many comments and messages to respond to!
What elicits sharing behavior?
Creating an emotional response makes people more likely to share content with others especially when it stirs strong emotions, positive or negative. Passion is a key motivator as people will share information on brands or products they are excited about making them want to share their excitement with their friends and followers.
A study by Ernest Dichter revealed the secret of how brands and businesses could utilise social media to promote themselves. These were Dichter’s findings on what motivated social media users to share:
- About 33% of the information was shared because of product-involvement, the experience was positive, unique or new.
- 24% of sharing was to gain attention by showing people that you belong to part of an exclusive club with inside information.
- Around 20% wanted to share, to express a caring side or friendship.
- Another 20% felt the message was powerful, brilliant or funny that it deserved to be shared.
Why use social media?
Social media is a natural habitat for marketing. As a conversational platform, it allows brands to communicate with their audience on a personal level and show a human side to the brand.
It goes without saying but in order for your content to go viral, you first need content. We’ve already established the importance of creating content that will install emotion, now you need to bring in compelling content that will attract the most traffic. For every piece of quality content you post on social media it will provide more opportunities to engage with customers and bring more viewers to your site. The added benefit of marketing through social media is that it’s a great platform to increase brand visibility.
Building a strategy for viral content
It’s not a simply said-and-done sort of affair. Sharing content is one thing, but to create content that will go viral requires great ideas, planning and precision and execution.
Creating a trend should be on your agenda, and this is where the importance of research and planning comes in. You don’t want the campaign to backfire and become a negative trend that will damage your brand’s reputation. Once the content is out there it can be difficult to control where and whom it reaches and how your audience will react.
Viral ‘Rang-Tan’ Advert
A recent example that made headlines and spread like wildfire is Iceland’s ‘Rang-Tan’ advert, where the “banned” advert amassed over 30 million views on social media with its powerful message for the public to stop using palm oil. Celebrities hopped on board the trend and shared the video to all their fans, including James Corden who tweeted “This commercial was banned from TV for being too political. I think everyone should see it x”
The Result? 3 million views on Iceland’s YouTube channel, 13 million views on Facebook and over 90,000 Retweets from its Twitter handle; the power of social media could not be any clearer.
So if you’re working on a strategy to get your brand trending on all platforms, ensure you’re delivering the right message with powerful content that ignites a metaphorical fire (we don’t want you burning down the place). Alternatively, if you have the perfect product to sell, and need help “whipping up a frenzy” then get in touch with our team today.