Let’s face it. Social Media has made it easier than before to become famous by going viral. Or at the very least to have your 15 seconds of fame as it were (or more if you’re lucky). When it comes to businesses wanting their brand to be seen by as many people as possible the quest for the keys to the magic kingdom. Viral marketing …is currently considered “holy grail” of digital marketing.
For me some of the most memorable campaigns out there were the ones that promoted LGBTQ lifestyles with the unifying hashtag of #LoveWins when it was made possible in 2015 for . I happen to find that as a romance author that I tend to agree that love is love and it doesn’t matter if a person is of another race or another gender. We love who we love and it is great to see campaigns with that kind of sentiment going viral. A lot of the big brands celebrated the fact that now in all fifty states same sex marriages are now legal. Which is how it should always have been but that is besides the point.
What are some of the characteristics of going viral, you ask? there are five that I’m going to mention and break them down.
Purposeful: Not just a random tweet or post that isn’t consistent with the brands history or message. Posting with purpose and intent and not just jumping on the bandwagon).
Shareable: so others can like, love, retweet, repost, and even share through word of mouth (organic reach).
Creative: Doing something no one else has done or if they have doing it in a way that it looks shiny and new.
Current: Up to date and with content that is modern and not old news. The #LoveWins content was an extremely exciting time for those in the community and well for most everyone. It was the hot topic and is still a hot topic.
Relevant: The content must be designed for your target audience if it isn’t you’ll miss the mark and we all know that bad publicity can also go viral and could be detrimental to a brand. Ask any brand that has been hurt by negative feedback from posting/tweeting something that wasn’t relevant or sensitive to the times. Such as the 2013 Hyundai ad trying to get people to buy their cars by having a guy doing self harm…hmmm…and how could they possibly think that would work?
What better way to tell your target audience that you care about them in more ways than just their dollars? You show them by promoting what matters to them. You’re creative like the Gap ad with play on words of being into equality because it is always in style. Which keeps you current and relevant all at the same time you’re posting for a purpose and that is to unify just as the mentos add did and all with beautiful images and a unifying hashtag of #lovewins. If you can get people to talk about your brand in a positive light you can most likely get them to share it and perhaps share it over and over again to go viral. I do happen to think that going viral is a luck of the draw kind of scenario but following steps that others have to do so can put you on a better path to doing so rather than just hoping and praying it will happen. And as far as that hashtag #LoveWins? It is still out there telling its truth…(I love a good hashtag as they cost nothing and can easily be used on social media platforms and is very shareable!
So tell me what is one of your favorite campaigns out in the wild that had a purpose, relevancy, was shareable, creative, and current? Hit me in the comments I for one love to see a positive campaign that is meant to help people and may even make them laugh, smile, or just feel warm inside. Hey in this time of COVID when the world feels a little crazy…we need lots of love to let the world know that #LoveisLove and love should always win.