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7 tricks to Viral Web Marketing
Viral marketing (word-of-mouth marketing) is a really cool thing. Just think about it... instead of spending an insane amount of money on newspapers ads, TV commercials or banner ads, you spent nothing - and let your fans do all the work for you.
With viral marketing, your campaigns will suddenly get a life of its own - and start to spread like a virus. Everyone want to see it, and when they do, they all want to share it.
It is immensely powerful, usually having 500-1000 times greater impact than what you get from regular advertisements.
But how?
There are a lot of tricks to viral marketing. Here are 7 important ones:
1: Make people feel something
The most important trick of all is to create a very strong emotion. You need to have an opinion, to express an idea with commitment and dedication. You want people to:
- be filled with love or hate.
- be very happy or insanely angry
- be an idiot or a genius
- be deeply compassionate or an egoistic bitch
You want people's blood to be pumping of excitement.
Forget neutral, trying to please everyone, supporting several target groups or any of the many ways to be unbiased. Viral marketing is 100% about emotions.
2: Do something unexpected
This one explains itself. If you want people to notice you campaign, you have to do something different - something unexpected. Forget about trying to promote your products as just being great - everybody does that. Forget about trying to make it look cool - everyone else has "been there, done that".
Remember the bear being attacked by a man? That was unexpected - and it is one the most effective viral advertisements ever.
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...and above all - never be a copycat.
3: Do not try to make advertisements (that sucks)
One of the biggest mistake companies make is when they think viral marketing is just advertisements that people share - it is not. Traditional marketing is about promoting your product, showing how good it is, giving it center stage - and generally being incredibly selfish (and possibly using supermodels or movie stars). But guess what, nobody cares about you!
Viral marketing is all about a good story. When BMW put out BMW Films, the main ingredient was not the cars, but the story. Replace the car with another one, and it would still be great. When Sony made their Bravia TV ads, the product was not even seen - yet everyone remembers it.
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Forget about you, your product or your company. Focus exclusively in creating a good and interesting story. Sure, you can add you product into the mix, but it must not be the most important thing.
4: Make sequels
People have just seen your campaign. They think it was interesting, unexpected and their emotions has reached a high level - you have their complete attention.
Now what do you do?
If you do like most companies you will simply do nothing... and that is a big mistake. When you got people's attention you need to act, and one the best ways of doing that is to give them more - make sequels. This can be many things;
- It can be extra movies similar in concept to the first one - like BMW Films and Nissan did.
- It can be a behind the scenes look
- Bloopers
- A blog about the process (like Nissan did)
- Extra material, goodies etc.
- ...or all of the above
Never leave people standing with nothing.
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BTW: Forget about countdown releases - i.e. releasing a new episode every 2 weeks. People's attention span does not last that long. Give them everything now!
5: Allow Sharing, downloading and embedding´
Sharing is what viral marketing is all about. Everything you do to make that easier is going to improve your campaign. That means that you need allow people to:
- Download the content, in a usable format (videos in MPG, pictures in JPG etc.)
- Allowing them to easily embed the content on their own sites (Note: remember bandwidth issues)
- Sending it to friends, either using a link or by sending the content directly.
- Publishing it on varies social networks - Digg, YouTube etc.
- Allow people to add it the bookmarking sites
Note: This also easily be overdone. You do not want to clutter up your page with a zillion "share me, dig this etc." icons.
6: Connect with comments
Another important element is to connect with your audience. Remember you got their attention, they are excited and now they want talk. Comments is one of the most effective ways to do this.
Keep in mind that the best viral marketing campaign is one that creates a strong emotion. This means some people will really like it - while others will get very angry. You have to accept both in your comments, and you have to welcome both opinions. But, at the same time you must prevent individuals to wage war against each other.
It is not a sin to delete comments from people who attack another person, or if the comment is off-topic. But, it is a sin to delete comments from people who just have an negative opinion.
And, most importantly. Connecting with people through comments means talking back. Do not add comments if you do not want to participate yourself.
7: Never restrict access!
Viral marketing is also about your campaign getting a life on its own - spreading like virus. In order to do that, in order to become "viral", it needs to be free.
Never add restrictions to the mix.
- Do not require people to register
- to become members
- to download special software
- to enter "unlock" codes
- ...or to do something in order to get the right link.
Viral marketing is never about exclusivity. It is about getting it out there for everyone to see.
There is a common message in all of these tricks. It is that you need to make it right - or not do it at all. Only the best viral marketing campaigns make it - the rest literally sucks.
If you have any tips of your own, I sure would like to know about them! Also, If would very like to see any cool viral advertisement that you might know.
Other cool "virals"
The Smirnoff viral
One of the first really successful viral campaigns in the "YouTube age"
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Berlitz language
Not originally designed for viral, but stupid Germans and fridays quickly changed that
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Some biscuit company
Again, not designed for viral, but the unexpected elements made people share it
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Dove Evolution
A true viral campaign, showing artificial beauty - and it worked!
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The Escalator
Another true viral campaign. worked too!
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Copy Goes Here
A very funny movie by Coudal Partners, making fun of advertising companies.
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BaekdalMONKEYS
A movie I made to promote my report on "Actual Browser Sizes". It was seen by about 800 people within the first few days - but with only limited viral effect.
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HP FingerSkilz
Viral campaign from HP
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Comments
Catch-a-cheat - Nov. 25, 2006
This program is skyrocketing right now, Because we all want to make money, and we all want to know what other people do on our computers when were gone. Especially our "Oh so faithful boyfriends/girlfriends." http://www.realbizzopponline.com
Dash Revery - Nov. 25, 2006
I would like to take my time and compliment you on this fantastic article. Your step-by-step explanation of what most companies, groups and individuals require in order to successfully promote themselves and their products was quite fascinating! The way I like to think about viral marketing is that there are approximately 6.5 billion people in the world today and each one of them in some way, somehow, somewhere is connected and lest we forget that Internet is one of the greatest tools to reach most of them. This article has personally helped me reconsider several factors regarding my advertising techniques and in turn I have discovered my mistakes, most of which are fixable in due time! Thanks again.
Someone - Nov. 25, 2006
Another cool bravia ad parody:
http://www.youtube.com/watch?v=f4lBt4UTCyM (with watermelons)
http://www.youtube.com/watch?v=-qRvXh_0HbU (with fruits)
Like they say, plagiarism (or parody) is the most sincere form of flattering.
Steve - Nov. 25, 2006
Great article, I am involved with what I believe to be the largest viral marketing company ever, so I thought I would put a shamless plug as well. Check out http://www.vmdirect.com/scooba and take a look at the next microsoft.
Ralph P. - Nov. 25, 2006
Don't forget about http://www.bunchos.com ... targeted at English speaking audiences, but, oh surprise! (hint: change the website's language)
oj - Nov. 25, 2006
The article is fine, but your Baekdal Monkeys
"viral" *really* sucks. Clearly, you aim to raise
negative emotions... (-;
ivan raszl - Nov. 25, 2006
Rule #8:
Rules don't work in viral. Everything that's been done and especially written about become obsolete. Every time you have to come with a different way to engage with your target.
jack - Nov. 25, 2006
I recently found a very interesting website:
There you can purchase ad space for your Blog etc.
Thomas Baekdal - Nov. 25, 2006
http://www.orkut.com became huge in not a very long time, they werent public til a while ago, and only people with invitation could've registered! this contradicts your rule 7.
Not really. Orkut marketed themselves trough exclusivity, which is also an effective marketing strategy. I just do not thinks it is an effective viral strategy.
Viral marketing is only one of many ways to successfully market your product.
Dash, Thanks! BTW: That is cool looking myspace design!
Someone, Catch-a-cheat, Ralph: Thanks for the links!
Oj,
your Baekdal Monkeys "viral" *really* sucks. Clearly, you aim to raise negative emotions. :)
he he, actually I was just trying to be silly one Sunday afternoon. It was fun to make, but I know it is now the best viral ad in the world (and I did not follow most of the tricks on this page...).
Ivan,
Rule #8: Rules don't work in viral.
Good one, and probably true. But, I do not consider these "tricks" to be rules.
Thomas Baekdal - Nov. 25, 2006
Jack, that reminds me of that guy who raised a million dollars selling single pixels:
Thomas Baekdal - Nov. 25, 2006
Heh, A person over at Digg and two other people (in emails) wrote that I was probably inspired by Seth Godin (some indicating that it was a bad thing...)
Yes, I am. Seth Godin is very talented and writes very good books. In fact, he was one of the first people to introduce me to viral marketing with his book "Unleasing The IdeaVirus (free to download).
Gary Wilson - Nov. 25, 2006
That was our thinking exactly!!
What is the £10000 question?
Our BRILLIANT IDEA!!!! :) .... or :( still waiting to see..
The humanopinion.org £10000 Education Award
We figured we don't have much money for marketing, so we thought the best way to do it was to take what money we could scrap together and use that for something good. We figure rather use it to generate some interest and on the development of a person, (a student or scholar) instead of marketing in the traditional media and having it all go to landfill in the end.
And if it does not work.... well we will have a fairly unknown site and paying some students bills, which is better than having an unknown site and £10000 in deleted and discarded print...
The jury is still out though :) At the moment we feel kinda stupid! But it is good for a laugh, you have to smile at these things.
http://humanopinion.org .... blatant plug (has to be done)
Nice article .... makes me chuckle... at this point in time in six months... I may be morbidly depressed :)
Prince - Nov. 25, 2006
This is a great article, a similar method to your point number 2 is being used by the folks at http://www.srilanka.com
G.A - Nov. 25, 2006
Take a look at http://www.surfyp.com. Some good marketing tips are listed as mentioned in this article.
brad - Nov. 25, 2006
I'm surprised that no mention was made of the original viral campaign on the web, or at least the first that I can think of:
Crappy Blog - $10
Stupid Design - $2,000
Hitting the front page of Digg - Priceless
Tom Davis - Nov. 25, 2006
Interesting and trendy, but how do you measure the effectiveness? Don't take this as criticism, but many interesting and plausible theories turn out to be less effective than surface appearances suggest.
Do you have data or references to back your claim of being 500-1000 times more effective? As we say in engineering, "One test is worth a thousand theories".
Thomas Baekdal - Nov. 25, 2006
Tom, I do not have an scientific evidence to support my claim of viral marketing being 500-1000 times more effective.
But, think about this:
A normal TV ad is rarely something you remember, let alone ask other people to see. Even if you do see it yourself, it is not very likely that you focus on it exclusively (most likely you are thinking about when the commercial break is over so that you can continue watching CSI, Alias etc.).
With a viral ad you watch it with much greater attention, you will remember it, share it, talk about the next morning at work, blog about it and possibly even bookmark it.
Even without considering how many people that see it, the effectiveness is staggering. Normal ads are usually just something you want to get over with - while viral ads are something you want to spend time on.
Also, think about the branding aspect. People will not share your ad, unless they like it - they have become fans. I would rather have 100 fans that promote what I do, than 10.000 viewers that simply watched my commercial one evening.
For instance, I personally think Sony Bravia TVs are cool ...but the only reason I know about them is because I watched a bunch of bouncing balls...
Channel Z - Nov. 25, 2006
Great tips, but humor is generally the best way to make a viral marketing campaign.
Nancy Fulton - Nov. 25, 2006
Well, this page worked very well as a viral marketing example. I picked it up on DIGG, watched the BMW commercial (which is the best short film I've seen ever - and does make me want to buy the damned car), and have forwarded this page to a film group with about five hundred members, and a book publishing group I run with about 500 members. I learned a huge amount (which I think is a _core_ element of viral marketing - density of content).
Thanks!!!
N.
SteveSgt - Nov. 25, 2006
You said: "Forget neutral, trying to please everyone, supporting several target groups or any of the many ways to be unbiased. Viral marketing is 100% about emotions."
There's a serious danger in what you advocate here. I realize that what you're talking about is marketing. But one of the founders of PBS once said, "the message of most commercial media is, 'Ha ha, made you look!'"
When those kind of opinionated messages are always screaming, yelling, and blasting us to get our attention, the kind of balanced, thoughtful discourse that keeps a society civil is in danger of being lost.
Metaphorically, my grandmother said it well, "don't turn up the TV too loud, or you'll never hear the baby cry."
Are you willing to examine the ethical effects of the tools you're pushing?
Thomas Baekdal - Nov. 25, 2006
Nancy, thanks! I have also noticed that more 260 individual blogs now link to this article - many of whom have embedded some of the viral examples with their blog entry. Not to mention that this article have attracted more than 5,000 unique people within the last 8 hours alone - of which most of them have seen one or more of these ads.
Steve, I am not sure that I fully understand what it is that you are trying to tell me - that, or maybe I just see things differently. You indicate that viral marketing is about "ha ha, made you look" - it is not, and far from it.
"Ha ha, made look" advertisements are indeed common, but since they literally waste people's time they do not turn people into fans - thus it will not be shared (no viral effect).
Viral marketing is not about wasting people's time, it is instead about giving something that want to spend time on. Sure, it does attract attention, but I must admit that I do not see why it harms our civility.
Take a look of the ads in this article. Many of them improves our lives. The BMW ad tells us a story about people who show us what is wrong - and that there are some who dedicate their life to make it right. The Bravia ad makes us happy because we see beauty and life. The Escalator ad reminds us that maybe we are too lazy for own good - maybe we should exercise more.
Sure the "stupid german" ad is a bit different - fun though.
Ask yourself this: Is it ethical to always be political correct? to always behave like perfect gentleman. Sure, I do NOT want to see ads that encourage hatred, violence or discomfort. But, I believe that we sometimes needs to be pushed away from the norm.
Never let your sense of morals prevent you from doing what's right- Isaac Asimov
Notice: Comment updated - forget to add "NOT". I do not recommend hatred, violence or discomfort!!!
Harvey - Nov. 26, 2006
I think the basics of this article are good - stir the emotion, and give people room / opportunity to add their own touch to your idea.
Would anyone remember the "priceless" campaign if it wasn't for the thousands of cheesy homemade versions bombarding your inbox?
BasJanssen - Nov. 26, 2006
Hi Thomas, have you seen http://www.youtube.com/watch?v=CYHK4xeyA-E ? Based on the katamari damacy game :) But, isn't the problem with this viral webmarketing that not a great deal of people remembers what the commercial was intended for? For instance, I know this one's for an insurance agency... but if you ask me which one, I'd have to watch the whole ad again. It doesn't get 'stuck in my mind' the way the ad itself does. Will I consider this agency the next time I'm on the lookout for one?
Guillermo Mazza - Nov. 27, 2006
I speak spanish , very bad english follows.
I believe what makes those spots makes are that yo has been referred to them, somebody with flesh and bones picked, with no particular intention to sell you those products. Someone shared that, and you are involved since you must press play to watch it, It's your descition, not that from the tv network. or from the publisher. the normal advertising is imposed to you. All this videos can be normal adds. But they change since the message is other than to sell, and you can press play to see it or not.
And that's all the magic with viral marketing, make you part of the process.
good post.
Ev Nucci - Nov. 28, 2006
This is a great article. I am really impressed and learned a lot. Your insight is impressive and the manner in which you put it together was clear for us non-techies. Thank you!
Jake - Dec. 1, 2006
Thomas,
Could you provide some details on the song you used in your "baekdalMONKEYS" ? The ad did look fun, was not as bad as some have suggested, but the soundtrack was what kept me interested more than anything.
Dean Lazarevic - Dec. 3, 2006
Thanks for nice collection of viral ads, it was fun. Some of them are not so great, as unfortunately your ‘monkey' ad didn't appeal to me as viral at all.
Viral is fun or shock (John West is great ad). Viral is something you WILL share with your friends. Unfortunately working on budgets and under deadlines we all say ‘that is good enough'. It's not! If you wouldn't share similar content with your friend - don't create it in first place. What I'm saying is - there is a lot of crap on net and in media - as creative people, let's try to do our best job ever each time - or don't do it at all. Or find another job. Start selling tea. As me ;)
Well actually I'm still art director - so I'll try a little bit more. And I admit - I still didn't get to level of making real viral... Only the best will win.
Thomas Baekdal - Dec. 3, 2006
Jake, The sound for BaekdalMonkeys was Dizy
Dean, Yes - the whole "that is good enough" idea does not really cut it, if you want to go Viral. It does not have to be really expensive or take a lot of time - but you need to be able to dedicate yourself to making it. And, you cannot do that if you have a zillion restraints or more than one job to complete that week.
As for the BaekdalMonkeys then it really is not the best example of a viral add. The two biggest problems, I think, is that it has a very limited audience AND they have to know the story behind it to fully appreciate it (if you don't it is more or less pointless).
BTW: The story for baekdalMonkeys was that I was doing a study on browser usages, and a lot of people asked how the data was collected.
scalenger - Dec. 23, 2006
Is this your site http://webtrafficdaily.wordpress.com/2006/12/18/viralmarketing/
Or just some spammer copy/paste?
Mary - Dec. 28, 2006
Viral marketing is always as effective as others say it if it would be done properly. It is effective, yes. However, it can also get tricky. The article is just about that---telling us on how to get about with viral mareketing. Nice work.
New viral campaign by Amnesty - Jan. 31, 2007
Thanks very much for these tips. It's really interested.
I've recently come across a different kind of viral. A new fancy on-line petition by Amnesty International. It's a virtual trip to Guantánamo, inviting people to travel to Guantánamo to close the detention centre.
I am really impressed with it, and I don't usually like this kind of petitions. I recommend you have a look to it. And of course join it!
Walter Lins - Feb. 13, 2007
Hi,
I work in a Brazillian viral marketing company, called Riot . Your article was very helpful for us. Thanks a lot.
Best regards,
Walt=er
Adrian Lee - Feb. 20, 2007
Thanks for the tips! Will apply some of them in my next production... http://VideoLane.com
Greg Grimes - Feb. 21, 2007
Fantastic tips! I've tried to use most of them. We are trying a new FREE way to network business at http://rolaweb.com/
raman - Mar. 5, 2007
Well, Got good information about 7 tricks to Viral Web Marketing....... With viral marketing, your campaigns will suddenly get a life of its own - and start to spread like a virus. more Information click marketing
romico - Mar. 18, 2007
People now days have relized viral strategy are very powerfull. Less effort but with exponential feedback. I think that why Tell-A-Friend has started its own war :)
hacker not cracker - computer help for the helpful - Apr. 13, 2007
I love your example on the Nissan blogging. What an ingenious way to advertise their products!
baileyorama - May. 1, 2007
great tips, we put some of them to use in this little viral plus a few more,
SEO Hawk - May. 18, 2007
This is surely one of the best compilation of best viral web marketing techniques, ever published on any website.
Shanky - Jun. 6, 2007
This is another example of a wonderful and creative marketing campaign by http://www.sukip.com
They are calling it the Media Hunt Experiment...
Go have a look at http://blog.sukip.com/2007/05/30/the-media-hunt-experiment/
peter sterk - Jun. 22, 2007
hi nice articel, can you give me a comment on a film i made about social conciousness. this is one clip off many. and i like to know iff you have any ideas how to get this going. now people only laugh about it. are there trick in how to be spotted on You tube for example?
Alina - Jun. 25, 2007
Great tips! I should try them one by one, put them to work.
Stuart Stirling - Aug. 3, 2007
Cool article. Like the videos a lot. Not the typical viral marketing tips you see everywhere else. Will try to use them in my marketing!
Cheers,
Stuart Stirling
JB Glossinger - Aug. 17, 2007
Great blog, and nice article.... I really like the tips...
Thanks for putting this out there!
Blessings,
JB
Amita Paul - Sep. 18, 2007
Interesting!
This article seems to be alive for last one year. And that is impressive.
I came across another creative viral message - the Dylan Viral. Check it out at http://www.dylanmessaging.com
This could be a good case to analyze.
www.densionmexico.com - Oct. 1, 2007
Dear Thomas,
Reading your point of view (5), We think "WOMM delivered via Internet download is out of business" according to our experience obtained from Social networks analysis; on-demand real-time video sessions with the familiar "follow the link" solves the problem of time dispersion over the network...
Kind regards,
Kobi Toueg - Oct. 4, 2007
You have very interesting thoughts there.
Regarding sequels, I placed made a page in which the YouTube clicks change randomly everytime you enter the web page.
I simply add more clips as tie passes and modify the "Last modification date" placed in the web page text.
Regards,
KobiT
Ingrid - Nov. 6, 2007
This commercial for WRANGLER was so rude that TV couldn't broadcast it. perfect for viral!
Anonymous - Nov. 10, 2007
Here is what happens when you lock a trader in the basement too long...
David Jones - Dec. 13, 2007
Good Information on Viral Web Marketing. The more you know, the more save, the more you get the word out.
D&E:O)
susara - Dec. 31, 2007
great !! wonderfull story
Jagpreet Singh Kohli - Jan. 19, 2008
Good work!
was nice reading your article!
cheerz.
robijyoti - Jan. 31, 2008
Well, i am not here to put my links. Beyond business in mind; simply as a reader, i must say the copy was really well. I am learning. Kip posting Thanks.
Baldur Bjarnason - Feb. 17, 2008
I recently found a very interesting website Thomas,
Will apply some of them in my next production
Thank You
Matt - Feb. 19, 2008
Great article
jeremy staddler - Feb. 20, 2008
hey i love
jeremy - Feb. 20, 2008
i love this website
David Dockhorn - Feb. 20, 2008
Back links are very important and when you can embed that link into something viral like free templates you are able to build an empire.
SEO New Zealand - Feb. 24, 2008
Awesome summary dude trying to come up with some ideas for a new art website - given us lots of ideas here.
Cheers for the link to Seth Godins ebook, going to have a read right now.
SEO Services Auckland - Feb. 26, 2008
Thats true. no matter how to fine tune your websites or how much money on ads. Viral Web Marketing is probably one of the low cost and effective way.
-|- The Winescape -|- - Feb. 28, 2008
This article brought me clarity on what I need to do next with my advertising. Now I'm asking myself what in the hell would I do in the viral vein using my design? Thanks for the thousand yard stare.
Paul
-|- The Winescape -|- - Feb. 28, 2008
Didn't link on the last one? In the words of Homer Simpson, "stupid computer."
ays@akadwelling.com - Mar. 3, 2008
The advice in the article seems to be very helpful. Unfortunately it seems that they reference companies with huge budget. How does viral marketing work for smaller budgets?
Deb Lawler - Mar. 3, 2008
Great article! Thanks for posting.
morocco property - Mar. 4, 2008
Thanks for your viral post. I enjoyed it well. Text is better than videos.
Thomas Baekdal - Mar. 4, 2008
Ays, take a look at HP's viral campaign FingerSkillz. All takes is to have a good idea - money is not nessesary.
property in tangiers - Mar. 8, 2008
You have posted nice stuff. I am inspired form thins and going to try it. Thanks.
paul hanes - Mar. 17, 2008
i think the campaigne aladygma is working good
Piyush - Mar. 19, 2008
Fantastic tips on viral marketing. I will take these thoughts and share them on my ventures moving forward.
A couple highlights that got me thinking was the opportunity cost to emotions and the interesting Escalator and Smirnoff video. Thanks a lot!
The Identity Guy - Mar. 27, 2008
Excellent, just excellent. Copy Goes Here was fantastic. This really gets the mind working about some cool viral stuff. Love the blog.
Dimitri - Apr. 8, 2008
You can also take advantage of social news sites like http://www.subbmitt.com to post a link to your article or video. It's good publicity and people read and share the links.
Russell - Apr. 9, 2008
Viral. The most misunderstood idea in marketing today. Viruses spread when they have a host to connect to.
SuperTruth - Apr. 12, 2008
Great Article! A good way to initiate the flow of creative juices is to look at the most viewed information on the net. It would be good to check Google and also look at Digg and some of the other social sites to see what is moving at the time that that you are ready to pursue your viral project.
Stefan - Apr. 13, 2008
Just finishing a paper for my uni and your excellent post helped me a lot. Thank you.
Rex Harris - Apr. 24, 2008
This has to be one of the most impressive free trainings I have seen in 14 years of marketing online. Well done!
Rex
Phoebe - May. 6, 2008
@Mark: Eh, true, but you can just as easily download white noise for that. Viral marketing is a lot different from what you're suggesting.
kanishka - May. 16, 2008
i whould like that foget.
................................
kanishka
kanishkamadusanka@gmail.com
Published: Nov. 23, 2006 in Branding
Thomas Baekdal is a Writer, Interaction Designer, Change Advocate and Project Manager.
Anonymous - Nov. 25, 2006
http://www.orkut.com became huge in not a very long time, they werent public til a while ago, and only people with invitation could've registered! this contradicts your rule 7. There are other instances that contradict with what you say, but I dont want to bring them up