Viral marketing can be defined as a marketing strategy which involves the spread of information and opinions pertaining to a specific product or service from one person to many especially by using uncommon mediums like the Internet or email. Viral marketing is a marketing strategy which utilises social networks to swiftly promote a product. As the name ‘Vial Marketing’ suggests, consumers spread data with others over the Internet through social networks in the same way as a virus spreads from one to many others

Viral marketing seeks to spread information about a product or service from person to person by word of mouth or sharing via the internet or email. The goal of viral marketing is to inspire individuals to share a marketing message to friends, family and other individuals to create exponential growth in the number of its recipients. Viral marketing is nothing more than a strategy that you can use to get people to promote your app (or any other product) via their existing social networks. Viral marketing is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.

The basis of viral marketing is in the spread of information by word-of-mouth, but modern technology has allowed the viral effect to include many Internet-based platforms as well.

Viral marketing typically supplies its audience with something of value for free. This can be something as simple as an amusing song or game. Whatever the viral content is, it must encourage people to share with others so as many people as possible receive the content’s message.

  • Viral marketing is a sales technique that involves organic or word-of-mouth information about a product or service to spread at an ever-increasing rate.
  • The internet and the advent of social media has greatly increased the amount of viral messages in the form of memes, shares, likes, and forwards.
  • Some marketing campaigns try to trigger virality, however many times just exactly what goes viral remains a mystery.
  • Once something does go viral, it is an easy and cheap way for a message to gain popularity.

Understanding Viral Marketing

In the case of viral marketing, “viral” refers to something that spreads quickly and widely across its audience. Viral marketing is a deliberate enterprise, though the distribution of a message happens organically. As such, social media provides the perfect ecosystem for viral marketing, though it has its roots in traditional word of mouth marketing . While the practice was much more widely used in the early to mid-2000s, as new internet businesses were being created in extreme numbers, it is still common among internet-based on business to consumers  (B-to-C) companies. The widespread adoption of social networks, including YouTube, Twitter, Instagram, Snapchat and Facebook, has enabled modern viral marketing efforts and increased their efficacy. 

All viral marketing examples — deliberate or accidental — have three things in common: the message, the messenger and the environment. Each part must be leveraged to create a successful viral marketing campaign. Viral marketing campaigns may be created by any size of business and can stand alone or be a part of a larger traditional campaign. The campaigns themselves may utilise a number of tools, such as videos, games, images, email and text messaging, free products, appealing to the emotions of users or viewers, raising awareness to a worthy cause, and making such products, ideas or media easy to consume and share. Viral marketing often relies on the help of an influencer, who has a large network of followers.

Viral marketing can be less expensive than traditional marketing campaigns, yet grow faster — especially with the help of social networks as a “force multiplier.” Since it can receive so much traffic in a short time, it can also lead to mainstream media attention. Social media can also cause viral marketing efforts to misfire, as messages are altered, misconstrued, considered spam or called out for missing the mark. Viral marketing success can also be hard to measure.

Viral Marketing Benefits:-

Going viral has some excellent advantages:

  • Low cost: It doesn’t need to cost much to produce something that people will want to share. Sometimes it’s the simplest ideas that resonate the most. And when done right, it can give you excellent ROI.
  • Reach: Going viral spreads your message and your brand much further than you might expect.
  • Credibility: Suddenly, your brand is on everyone’s feed. Or becomes the topic everyone brings up at a party. If done well, this is your ticket to instant (and hopefully lasting) brand awareness.