The campaign material is the attention-grabbing element of a viral campaign. In today's age of communication, it is highly relevant to make content so attractive that you can win the battle of the memes for your message. Emotional content containers can be helpful in this regard.
For products that are inherently viral, the product itself is the incentive to pass on the product . If the product is unattractive, you have to associate it with a viral advertising message and package that message in a viral advertising medium. These advertising media are also called containers. The advertising message should be based on the memetic triggers mentioned above, not look too obviously like advertising and ideally be funny and original.
The "Six Buttons of Buzz" are used as a guide (see Content Marketing for Linkbaits and Word-of-Mouth ). They act as triggers that motivate the recipient of a viral container to forward the more or less hidden product advertising. The less viral the product features, the more important the "Six Buttons of Buzz" are for successfully marketing a product or service virally. This guarantees that the recipient of the message will pay attention. Now you have to make forwarding as easy as possible. To do this, the container should be easy to copy and free and addressed exclusively. The different viral properties of the containers should be analyzed as required. Video clips, games, animations, documentaries, rumors, etc. can be used as containers. Multiple containers can also be used.
nature of the content
Similar to viral buzz, you can define key characteristics for viral campaign material. According to Sascha Langner, the campaign material must have as many of the following properties as possible:
pleasure, entertainment, fun
New and unique
Exceptional usefulness
Free provision
Easy transferability
The first three points are intended to attract the attention of denmark phone number data the potential transmitter and inspire them, while the free provision is intended to keep the barrier to entry as low as possible. The properties can be expanded as required to include the properties of viral products and viral buzz described in the previous points.
In addition to an interesting campaign product, the framework conditions and any recommendation incentives are also crucial for the success of a viral campaign. It is important to:
to use existing communication networks and behavioral patterns
ensure sufficient availability of campaign goods
to pursue an open information policy
to create targeted incentives for recommendations
Regarding the recommendation incentives, it should be noted that they should not be too crude, as the forwarding should primarily be motivated intrinsically and not extrinsically. Therefore, the incentives should be specifically aimed at the target group, as they also have a positive attitude towards the product or campaign itself. Another risk of incentive-based recommendations is that spammers use their illegally generated huge contact databases to increase their chance of being rewarded. This can lead to a loss of image for the product on the part of the exasperated recipients of these emails. In addition, the effectiveness of such motivated forwarding in terms of the intensity of attention seems questionable to me.
After all, in the end it is about directing attention to the content and not just forwarding to as many contacts as possible. In certain cases, this method can be successful, but should only be used in a targeted manner.