Viral and Video Marketing
Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.
• Social Currency – the better something makes people look, the more likely they will be to share it
• Triggers – things that are top of mind are more likely to be tip of tongue
• Emotion – when we care, we share
• Public – the easier something is to see, the more likely people are to imitate it
• Practical Value – people share useful information to help others
• Stories – Trojan Horse stories carry messages and ideas along for the ride
Social video marketing is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social video marketing campaign, the content, distribution strategy and consumer self-expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content – then further propagating it out to their social circles. Social video typically benefits from a halo effect cast by the “influencers” of a given social grouping.
• Google+
• Hulu
• Justin.tv
