Viral marketing describes any marketing strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message from person to person. It is a form of amplified word-of-mouth, often facilitated by the internet.
Viral Marketing
- Jeffrey Rayport
Viral commercialisation is a technique that leverages pre-existing social networks to produce exponential increases in brand awareness. The core principle is to create content or a campaign that is so compelling, funny, or interesting that users feel an intrinsic need to share it with their friends and contacts. This self-replicating process is analogous to the spread of a biological virus, hence the name. Early examples included the Hotmail campaign, which appended a promotional message to every outgoing email sent by its users, effectively turning its user base into a marketing army.
For a campaign to go viral, the content must typically evoke a strong emotional response—humor, awe, surprise, or even anger. It must also be easy to share. The rise of social media platforms like Facebook, Twitter, YouTube, and TikTok has been a massive catalyst for viral marketing, providing frictionless channels for rapid dissemination. While some viral successes happen by accident, most are the result of carefully planned strategies that understand target audience psychology and social network dynamics. Marketers often “seed” the viral content by initially sharing it with a small group of influential individuals, hoping they will propagate it to their larger networks, thereby initiating the viral cascade.
Type
Disruption
Utilisation
Precursors
- Metcalfe’s law (the value of a network is proportional to the square of the number of users)
- Chain letter concept
- Epidemiological models
- Diffusion of Innovations theory
Applications
- viral videos on youtube and tiktok
- internet memes
- email chain letters (early form)
- refer-a-friend features in apps like dropbox
- shareable social media challenges
Brevets :
Potential Innovations Ideas
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