Fourteen reasons why digital marketing campaigns don’t go viral

Friday 23rd, August 2013 ,

Fourteen reasons why digital marketing campaigns don't go viral

Every marketer dreams of creating at least one viral digital marketing campaign in his/her lifetime. This post talks about the mistakes that can hinder that dream.

Trying to get any content to go viral can often seem like attempting to solve a Sphinx’s puzzle – figure it out or face crushing defeat (or in the Sphinx’s case, be eaten!). Marketers over the world are flummoxed by what really makes any content (articles, ads, videos) go viral. Some of us have our theories (we told you about our theories here). But sometimes despite best efforts, content doesn’t go viral leaving marketers deflated.
Majority of marketers feel that getting a digital marketing campaign to go viral is largely a combination of luck and timing.

Though not completely untrue, given below are some errors that marketers can avoid to improve a digital marketing campaign’s chances of spreading like wildfire.

Too complex:
We’ve all fallen victim to unfortunate episodes of explaining something in excessive detail. When that occurs in viral campaigns, the result is instant disengagement from the audiences’ end.

Doesn’t evoke emotion:
The primary reason why a particular content goes viral is because it most likely exploits some commonality amongst masses. Evoking emotions on a massive scale is more likely to be shared by people.

Not easily share-able:
If content can’t be shared easily, it almost certainly won’t go viral. By not making your content capable of being easily shared on social media you take away the crux of the entire process.

Doesn’t encourage participation:
When you make it possible for audiences to participate in your campaign, it automatically improves your chances of going viral. For instance, the Harlem Shake videos were simple enough to replicate by any group of people anywhere in the world. Little surprise then that the Harlem Shake spread like wildfire.

The dreaded hard-sell approach
Audiences are more discerning than one would want to admit. Pick any of the successful viral campaigns and what will immediately be obvious will be the lack of hard-selling. Marketers are better off not ruining the experience with incessant messages about their brand.

Lack of initial paid promotions
Most viral campaigns usually need a small initial push into the collective awareness of audiences before picking up momentum. This is usually done with paid promotions.

To know more about the other reasons why campaigns fail to go viral, click here.


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