Long Story Short ... Sailor Popeye pulls his ace out of his sleeve. Whenever he eats spinach, he becomes insurmountable, and every obstacle turns into a little snack. What about advertisers? What is our ace up our sleeve? And what should we pay attention to when we want to achieve a viral effect?
Let's take a look at 6 different principles.
1. Social currency
We all want to be popular. If not under the spotlight, at least among friends. There are a hundred and one ways to get status in society, certainly the most ingenious and cheapest is hidden in the form of a narrative. As an attractive interlocutor, we entertain society with stories and events that fill our day.
The principle is simple. Add internal exceptionality, game mechanics, or a sense of exclusivity to a service or product and turn it into engaging content. Users will want to share it with others in the form of a story that will gain social currency and reputation.
Examples of what kind of content to social currency:
Game Mechanics:
Internal product exceptionality:
A sense of exclusivity:
Pay attention to the inscription in the 7th second – the McRib could only be purchased in select stores for a short time. A limited-time offer encourages impulsive purchase.
2. Triggers
The trigger is a reminder. Always consider the context in which the product or service will be used. He puts it in the space and time of use, and turns the drizzles of the surroundings into his advantage.
They can be strong or weak. The most important thing is how many times a day they are repeated and in what form. The more often and strongly the stimulus is repeated, the more chances we have that people will remember our product or service at that time.
Example:
Rebecca Black - Friday:
By singing standards, a poor song that was played mostly on Fridays with more than 300 million views due to its title.
Budweiser advertising - Wassup:
The commercial has become a cult hit due to the greeting used by the younger generation.
3. Emotions
When we care, we share . Emotions are the strongest principle, because they achieve the greatest viral effect.
Two factors are key – strength and purpose.
Strong emotions: Astonishment, excitement, humor, anxiety, anger, ...
Weak emotions: Happiness, disappointment, pride, trust, ...
Emotions can be added anywhere. We don't need money for them, we just need to find them. If they are strong and used in the right context, they will achieve the purpose of viral impact.
Examples:
Lina Kuduzovič:
Watching the clip, emotions of wonder awaken with the question of how a 6-year-old child can sing so well. Of course, in the end, he surpasses all the competition and wins the 1st show "Slovenia's Got Talent".
Volvo Trucks - Van Damme Split:
Emotions of wonder, surprise, and excitement.
Parisian Love:
An advertisement for the Google search engine that incorporates emotions into the content.
4. Public
If it's built to show, it's meant for grow.
We receive information from our surroundings that supports us in our decisions. Right and wrong choices are dictated by the actions of others. If you were walking in an unfamiliar city and longing for great food, how would you know which restaurant to choose in the sea of offerings?
In all likelihood, you would choose one that is full of action and has a free table. You'd happily grab a chair, sit down, and order a lunch that you think will please your fighters.
The more you expose a product or service in the digital world, the more interest you will generate. Constantly think about how to reach your target audience in new and different ways. Eventually, you will be able to get the product to advertise on its own.
5. Practicality
We are happy to share useful things and practical advice. They just have to impress and convince us. This concept is the easiest to implement and put into practice.
Examples:
Special offers, sales and discounts. We must pay attention to their frequency, as they can quickly become the norm in customer decisions.
Practical advice on use. With practical advice added to the product, we raise the value in the eyes of the customer.
6. Storytelling
Jared Fogle Subway:
With Subway sandwiches, Jared Fogle lost more than 100 pounds and impressed a wider audience. Thus, Subway managed to increase revenue to $ 8 billion with the story.
And one more conclusion ...
In the end, we can even say that the content is like a guitar. Unfortunately, few play it like Carlos Santana. I'm not saying our fans listen to us, but few hear us either. When we use the tricks and approaches of these principles in a crowd of advertisers, we will turn the content into a viral hit. In this way, we will not only attract the attention of our neighbour, but also of a person on the other side of the world.
