Your audience is on social media. Recent studies show nearly 70 percent of people living in the United States and Canada use at least one social media network. If you’re an entrepreneur in this digital era, you need to be on social media. Creating a viral marketing campaign is a great way to create brand awareness using the power of social media.
Think of virality as an exponential curve. If two people directly related to the brand share a piece of content, and if that number doubles 30 times, it means that over a billion people will have shared the content.
You can create a viral social media campaign by following the viral-marketing principles practiced by some of the world’s best brands.
1.Create content with high engagement.
Most social media platforms use an algorithm that ranks content based on the likelihood that the user will engage. Content that is expected to engage followers is usually ranked at the top of the page, and content that is expected to be less engaging is ranked toward the bottom.
Content that creates engagement is rewarded by being amplified to other users; content that does not create engagement is buried. Viral marketers should focus on creating content that has high engagement, since it will have greater reach and is thus more likely to be re-shared.
2.Time content for maximum reach.
To ensure that content performs as well as possible, time its release so that it will receive maximum visibility. Ideal timing will depend on the habits and preferences of your target audience, and on the social media platform you are using.
As noted above, social media platforms use algorithms that rank content based on the probability of user engagement. Timeliness plays a key role in that equation as well, which means that releasing content at just the right time can positively impact performance.
3.Boost visibility with advertising.
While not impossible, it can be difficult for a small organization to create viral content. Investing in paid ads on social networks can boost the visibility of a campaign. Consider creating ads that are targeted to a group of influential users. If these users re-share the ad, the ad will be broadcast to a wider audience in an efficient and cost-effective way.
4.Partner with a social media influencer.
Of the marketers who employ an influencer marketing strategy, nearly 95 percent believe that the strategy is effective. Social media influencers have the ability to provide brands with improved reach, and can add fuel to a viral marketing campaign.
5.Measure performance to create better campaigns in the future.
Marketers in today’s digital environment must use a social media analytics tool to measure performance, and to understand what is and is not working. It may take a few tries to create a viral marketing campaign. If you need to make adjustments or alter course, the metrics can help guide the changes in strategy.