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December 11, 2008
 The anatomy of viral media By Steve

Viruses are one of the oldest forms of life on the planet. Although technically you could argue whether or not a virus is actually alive, these nasty little bio-mechanisms have one purpose and one purpose only…MAKE MORE VIRUSES.

So what does that mean for the savvy marketer? Well…in case you’ve been unconscious for the last eight years, this whole guerrilla marketing technique called Viral Marketing has enabled everyone from entrepreneurs to multi-national corporations to spread social phenomenon faster than you can sneeze in your chicken noodle soup.

Although viral media comes in all shapes and forms, it’s actually harder than you might think to catalyze a campaign. Essentially it comes down to three rules:

How to create a viral marketing campaign

1. Analyze successful viral marketing campaigns

If you take the time to carefully review successful viral marketing campaigns, you’ll notice most of them have a few things in common, specifically: a shocking or outrageously comedic element, something catchy like a meme, something share worthy, a resonant call to action. Combining those elements in the right proportion is a recipe for creating your very own virus!
2. Get creative
It’s not so much about stupefying your audience with an excessive budget, pyrotechnics, computer animation, or equally outlandish waste of money as much as it is about capturing an inherently hysterical joke on camera. Creativity and humor go hand in hand…but make sure you’re targeting material which at least 500,000 people will find amusing. your sense of humor may not be in tune with what the demographic you’re targeting finds amusing…so find someone who understands your message and its potential INTIMATELY.
 
 

 

3. Always Look for opportunity
Odds are you’ll encounter something, somewhere, which literally makes you laugh to the point it hurts. Odds are if you’re laughing that hard, there will be thousands of other people around the world with the exact same sense of humor. A viral marketing campaign’s success depends on the inherent nature of the material…bottom line: content which makes people react positively or reminds them of something they know all to well is more likely to evoke a viral reaction than content which is standard and run of the mill.

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