Viral marketing is one of the marketing methods that was born with the spread of various SNS.
Since it uses the user’s voluntary behavior, once it ignites, it can be expected to sell explosively at low cost, but there are many uncontrollable factors compared to others, so care must be taken when implementing it. You will be asked.
This article introduces the basics and examples of viral marketing.
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Viral marketing is a marketing method that aims to spread naturally like “virus = virus” using word-of-mouth and SNS sharing. Useful and empathetic information utilizes human psychology to convey it to others.
(1) Features
Viral marketing has three characteristics.
Use of user’s voluntary behavior
It is characterized by improving the awareness and brand image of products and services by utilizing the voluntary behavior of users.
In order to be successful, we may also offer benefits (such as discounts when sharing) to popular users.
Uncontrollable
Another feature is that it is difficult to read what kind of information is spread and how much.
It has the advantage that it doesn’t look like a promotion because it’s out of control, but it also has the disadvantage that it can’t stop the spread of bad images.
Low cost
Once spread, it’s more effective than advertising. One of the features is that you can only maintain the cost of producing the content.
(2) Difference from buzz marketing
Buzz marketing is similar to Byles marketing.
Buzz marketing is a way to promote your products and services using influential media and people. For example, collecting press releases and user reviews.
(3) Difference from influencer marketing
The difference between influencer marketing and viral marketing is whether they come from influencers. Influencer marketing increases the number of purchases and raises awareness by getting popular YouTube users to use the product and introducing
it to Instagrammers and entertainers.
In viral marketing, sharing motives are important. Here are some concrete examples of different motivations.
(1) Fit’s “User Participation Video Contest”
Lotte Co., Ltd., a major food maker, held a dance contest on YouTube based on GUM’s “Fit’s” TV commercial, calling for voluntary action to increase sales of “Fit’s”.
A feature of the Lotte Contest is that the award was given to the video contributor with the highest number of views. If you actively promote your video yourself, you will definitely be closer to winning.
Lotte’s aim was successful, and when 1732 videos were released, each user advertised and disseminated them. The total number of views of the video has exceeded 21 million, and 50 million units of “Fit”, which is recognized by many users, have been
shipped in half a year.
(2) Dropbox “Providing file sharing service for free”
Dropbox is a cloud storage service launched in 2008. Dropbox, Inc. of the United States. Provided.
User registration is required to share files with Dropbox, but basically it is free to use. This encourages existing users to take action to encourage family and colleagues to use it.
Dropbox is a strategy to attract new users with such reviews alone, with more than 500 million users in 2016. 44% of new accounts are referrals from existing users.
By the way, Dropbox is not only free to use, but also regularly adds new services and features, giving gifts to users who invite friends with 500MB of free space. The spread of word-of-mouth and user snowballing may be due to this user-first perspective.
If you make a mistake, viral marketing can be a big mistake. Please check carefully before actually doing it.
(1) Identify the line so that it is not illegal
When it becomes widespread, it may be illegal to think that buying word-of-mouth for money is stealth marketing, given the pressure from the enterprise. It is also illegal to create an explicit ad without specifying it as an ad.
Let’s aim to spread naturally while paying attention to the contents. It’s important to note that when it’s illegal, it can be detrimental to spread users and detract from your corporate image.
(2) Create high-quality content that is not an explicit promotion
If the content isn’t good, viral marketing won’t work. In addition, obvious promotional content is less likely to spread. Please pay attention to the content that creates the fun, enjoyment, and values that you want to convey to people, not from the
perspective of product features or differentiation from other companies.
(3) Construction of a system that predicts the diffusion rate
Even if it’s talked about, running out of stock or not getting enough service can lead to user dissatisfaction. At that time, it was already recognized by many people, so it is possible that the bad publicity will spread all at once. Also, let’s simulate
the creation of a system when the system becomes widespread.
