film 260 flipbook_rachel ha

VIRALITY

ALL ABOUT

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By Rachel HaFlipbook, FILM 260

What does going viral mean? When a piece of information spreads quickly to a large population like a virus, usually on web via social media channels.

Image by Enough ProjectSource: Christina, Smart Savvy Social “Going Viral”

Whether it’s a thousand or millions of people who share, there is no set number of fans that determine virality.

So it’s quite subjective.

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What are the benefits of going viral?

Increase traffic to your content,Improve your brand awareness,And most importantly…

Open doors to opportunities!

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It’s what helped Justin Bieber, the then-12-

year-old get discovered on YouTube.

He’s now a teen heartthrob, earns

millions each year, and has fans worldwide.

Image by Daniel Ogren

What can go viral?

Blogs, websites, images, videos,

quotes, memes…

The possibilities are endless.

Image by Ed Schnipul

Virality can be intentional or accidental.

The audience is the judge because they choose to share and discuss what they find

amusing. Image by zitona qatar

What makes things go viral?

According to Kevin Allocca,Trends Manager for YouTube,There are three factors at work.

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TastemakersWhether celebrities or trend leaders, they shed light on interesting news. You may like or dislike them, but they start conversations.

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Source: Kevin Allocca, TED “Why Videos Go Viral”

We are able to post original contentShare other people’s work and… ENJOY

participation

Image by Thomas HawkSource: Kevin Allocca, TED “Why Videos Go Viral”

The surprise takes the width of our brain andMakes the content memorable, Creating the desire to share with our network.

unexpectedness

Image provided by NBC TelevisionSource: Kevin Allocca, TED “Why Videos Go Viral”

How has virality

EVOLVED?Image by diaconelli

Blogs were one of the earliest formsof social networking

“

Where people were writing 1000 words…”

Image by CodyFitzgeraldSource: Ekaterina Walter, FAST Company“The Rise of Visual Social Media”

Now we are skipping words altogether

“

And moving towards more visual communication…”

- Dr. William J. WardImage by flying awaaay

Source: Ekaterina Walter, “The Rise of Visual Social Media”Source: Ekaterina Walter, FAST Company“The Rise of Visual Social Media”

Many companies now use virality as part of their strategy in order to

appeal to consumers’ emotions and triggers.

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Viral Marketing “describes any strategy

that encourages individuals to pass on a

marketing message…”- Dr. Ralph F. Wilson

Image by Maria Reyes-McDavisSource: Dr. Ralph F. Wilson, Web Marketing Today“The Six Simple Principles of Viral Marketing”

It relies on consumers’ existing networks, such as friends and family, and their basic desire to share and interact.

It can be very explicit like sharing giveaways, or just sharing great content that is sponsored by a company.

Image by Josef SeibelSource: Dr. Ralph F. Wilson, Web Marketing Today “The Six Simple Principles of Viral Marketing”

Brands must act quickly if they want to use existing viral material as their

marketing strategy.

Like with Topshop’s Harlem Shake video.

Image by Visentico / SentoSource: Kevin Mathers, Marketing Week“Gangnam Style Marketing”

Otherwise, it’s like “getting the joke too long after the punchline.”

Image by fox2mikeSource: Kevin Mathers, Marketing Week“Gangnam Style Marketing”

Or if you are too promotional withExisting viral material, Then you can be criticized like Pepsi wasWhen they used Harlem Shake for their campaign.

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Then is it possible to predict virality?

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With tools such asGoogle Trends, BuzzFeed and Reddit,

It’s becoming easier to see the trends.

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But you can never perfectly know what will hit the jackpot.

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Because it’s not a formula, but about stimulating the right emotions, conversations, and opinions.

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credits All images used are licensed under Creative Commons Non-Commercial Share-Alike 3.0 agreement.

sourceshttp://www.ted.com/talks/kevin_allocca_why_videos_go_viral.html

http://smartsavvysocial.com/going-viral/

http://webmarketingtoday.com/articles/viral-principles/

http://www.marketingweek.co.uk/trends/gangnam-style-marketing/4006173.article

http://www.fastcompany.com/3000794/rise-visual-social-media Image by Jef Poskanzer