Viral marketing aims to spread information about a product or service through person-to-person methods like word of mouth, online sharing, or email forwarding. Its main goal is to encourage individuals to share the message, leading to rapid and expansive growth in reach.
The Good
Viral marketing is effective because it quickly reaches a large audience. Engaging and shareable content can leverage social media and customer networks for increased brand exposure, loyalty, and sales.
It is also cost-effective compared to traditional advertising methods. Small businesses and startups with limited marketing budgets can benefit from this approach.
Example: Zoom Virtual Background Challenge
Source: Twitter
Amidst the Covid-19 pandemic, Zoom, a popular video conferencing platform, launched a social media campaign called the Virtual Background Competition in March 2020. The competition allowed remote workers to submit videos or pictures using Zoom’s virtual background feature for a chance to win one of three monthly prizes. The campaign was a massive success, with over 50,000 participants signing up to take part. Additionally, the competition helped Zoom provide added value to its customers by encouraging them to explore the platform’s various features and recommend it to others.
The Bad
Viral marketing can also have drawbacks, such as the risk of negative backlash. Humorous or provocative content can be misinterpreted or seen as offensive, damaging the brand’s reputation
Furthermore, viral marketing campaigns can be difficult to control, with content spreading unpredictably and potentially leading to unintended consequences, such as the spread of misinformation or creation of unintended associations.
Example: Dove ‘Real Beauty Bottles’ Campaign
Source: FastCompany
The campaign featured six different body wash bottles designed to represent various body types, with the message that “beauty comes in all shapes and sizes.” However, some people felt that they didn’t need a reminder of body shapes while in the shower, as they already faced reminders of body ideals in their everyday lives.
Here are some ways this campaign turned into memes online:
In conclusion, viral marketing has benefits, such as quickly reaching a large audience at a low cost, but also carries risks, including negative backlash and lack of message control. It is important to weigh these factors before incorporating viral marketing into a marketing campaign.
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