Viral content on video: 3 factors to consider in the marketing strategy
Many times we think of creating relevant content and focused on a specific topic, hoping to receive visits instantly, be it an image, a video, an animation or an article, we always think of a word that is used very lightly: ” viral ”
Companies, brands and content creators seek it and few find it, sometimes it is believed that it is reached by magic or mere luck and there are Pharmaceutical Email Lists people who spend thinking about the easiest and most rapid way in which an idea can reach to have a great reach, however this is far from reality.
How is it then that a completely new video goes viral in a matter of hours? How does it work?
Kevin Allocca trends manager on YouTube explains that the scope of a video depends on 3 important factors on the Internet:
Communities of participation
By taking these points into account and analyzing them we can understand why it is so strange that something so little known can reach so many people in an accelerated way and the next day see it everywhere inside and even outside the Internet, let’s see how it works:
Creators of Trends: The creators of trends are as the name says users are dedicated to entertain and generate or replicate content, given the great scope that these have originated by a large number of followers , these can influence the taste of people in general, we can take as an example celebrities who share content through their social networks or blogs, these people can reach much more people than an ordinary user.
Communities of Participation: Today you can have contact with complete strangers in the network all based on common interests, groups are created , chats, discussions and solid communities are formed online, which makes the information can go further and further shortening degrees of separation, these communities are nourished and organized thanks to the interaction of each user and this is what amplifies the scope, since each user modifies and adapts the content to their own environment making it popular for each scenario, the participation of these groups is of vital importance.
Surprise Factor: In a world in which content flows very quickly, only the truly unique and unexpected can attract attention, the surprise effect of content outside the usual is what catches and detonates the diffusion of content.
Allocca also explains that virality is not immediate to the publication of the content, if the content has the characteristic of being unique, this can be timeless, because it clarifies many of the videos that are viralized on the network have been uploaded to YouTube since several months and even years before they gained popularity.
Now you know, the first step is to create unique content , this will give guidelines to both trend creators and communities of participation can turn to see and share, the secret is to be original, do not stop surprising your audience.
8 errors of companies in social networks
As we know, social networks nowadays handle an infinity of information, both from companies and users, since these are the ones that generate direct profits for the owners of these media.
Virality plays an important role in the performance of content on social networks, the detail here is that we do not know what content can become viral, from the XV years of Ruby to a very elaborate marriage proposal, if we go through the positive part. Without a doubt, spontaneity and surprise are elementary in the propagation of a content.
On the other side of the coin we have the contents that are made viral by having negative or offensive factors, which create outrage among the masses, and today we are going to talk about the big mistakes that companies have made or maybe their community managers in social networks .
Well, this brand of chocolate, made reference to a theme, which currently continues to speak, which is the 43 missing students of Ayotzinapa, but the problem was that they did it in the worst possible way.
This brand dedicated to feminine hygiene, in addition to violating the norms of Facebook for the contests, a bad writing did not make very clear in what the dynamics consisted, which caused confusion to his followers.
The Mexican paint brand, after the visit of the King and Queen of Spain to Mexico, believed that it was a good idea to mock the remarkable difference in size between our president EPN and the Reyes. Here the image posted on his Twitter account counts with more than 200 thousand followers.
This image was marked as favorite and “retweeted” more than 200 times and although its content pleased most of its followers, we know that it encouraged the teasing and that should not be done, therefore, Comex decided to erase the image and Probably dismiss your Community Manager.
This brand of soft drink created a special advertising campaign for Swedish consumers, entitled “Let’s crush Portugal”. It showed several images where a voodoo doll Cristiano Ronaldo, dressed in the uniform of the Portuguese team, is about to die in different ways.A few hours before the match between Sweden and Portugal took place at the 2014 World Cup in Brazil, the images were published on Pepsi’s social networks, which prompted many Portuguese to start creating Facebook fan pages encouraging them to stop consuming Pepsi in Portugal.
5. BURGER KING
10 less friends on your Facebook = a free hamburger. This is the campaign launched by Burger King in the US, which consisted of Facebook users having to eliminate 10 of their friends with the “Whopper Sacrifice” application, and thus they were given a hamburger.And with this we understand that Burger King is worth the lessons of digital marketing since adding friends to social networks is good.
6. + KOTA
This case, you sure know. Employees of the pet shop believed that it was “funny” to record a video in which they mistreated different animals that had just arrived for sale.
You can see the video here
The video, for obvious reasons, went viral in social networks, causing outrage to all the people who saw it, provoking lawsuits and formal complaints from animal associations against the store, marches and closing of branches throughout the Republic.Maskota responded by denouncing his employees and forming agreements with the Faculty of Veterinary Medicine and Zootechnics of the UNAM to receive advice for the care of animals.
After an earthquake of just over 7 degrees Richter, the Community Manager of the Walmart de México store was made creative by publishing a “tweet” that made reference to this event.
This publication more than cause laughter, caused great discontent in his followers, so, in a few minutes it went viral. Walmart, realizing what happened, decided to get rid of the publication, but it was too late.
After an explosion in Tultepec, State of Mexico, this Mexican candy brand found it fun to post on his Twitter account something “funny” about what happened, which caused outrage and bad comments from his followers.
What we learn from all this is that Facebook posts must be made so that most people, or at least for our target market, understand them. It never hurts to test the publications we want before launching them. An error of writing, lack of explanation or bad joke can end in a catastrophe in a matter of minutes.
It is very difficult, but there are ways to prevent a crisis, how? Learning and planning. And these are some points to take into account when suffering a crisis in social networks:
Do not ignore
Accept the error
Clarify the situation
Respond with empathy, openness and in a relaxed manner
Avoid discussions with fans
Try to resolve the nonconformities
That your company does not go through this. We invite you to know our service of strategies for Social Networks . Leave us your comment or contact us.