Viral marketing: what makes a campaign truly shareable?
In a world where social media is so important, marketers dream of their campaigns going viral. A viral campaign means free publicity, exponential reach and unprecedented brand awareness. But let's clear up one myth: virality has nothing to do with luck, magic or coincidence. Successful viral marketing is a strategic combination of psychology, storytelling and clever use of digital platforms. It is therefore also crucial for marketers to understand the science behind virality.
In this blog, we do a deep dive to find out what makes some campaigns get shared millions of times, while others quietly disappear.
The psychology behind shareable content
Viral marketing is not a fluke, but a combination of psychological principles that determine why people share certain content massively. Research shows that there are three main reasons why content goes viral:
- Emotion: the stronger, the better. Content that evokes emotions - such as humour, surprise, joy or even anger - is much more likely to go viral. People want to share emotions, especially if they are extreme. Think hilarious memes, inspiring stories or shocking revelations.
- Social currency: what does it say about the sharer? People share content that makes them seem smart, funny or unique. This is also known as social currency. Think exclusive facts, inside jokes or content that makes someone seem ‘cool’.
- Practical value: people like to share information that helps others. Tutorials, lifehacks and educational content therefore have high shareability.
The building blocks of a viral campaign
Every successful viral campaign has a few essential characteristics in common. Want to create your own viral campaign? Make sure you include these elements:
- Visual impact – Videos and images grab attention much faster than text. Platforms like TikTok, Instagram and YouTube prove that short, powerful visuals are the key to shareable content.
- Simplicity and familiarity – Complex concepts rarely work virally. The power lies in simplicity: a clear and understandable idea that sticks immediately.
- Interaction and participation – People like to participate. Challenges, trends and user-generated content (UGC) increase the likelihood of people creating their own variations and spreading the campaign. Platforms like TikTok run entirely on this principle.
- A touch of controversy – Campaigns that excite or provoke discussion often get extra attention. Brands like Nike and Ben & Jerry's deliberately play on this by incorporating social or political themes into their campaigns. But beware: too much controversy can also have a negative impact.
- Timing and trends – Virality cannot be separated from timing. A campaign that capitalises on a current trend, such as a popular meme or a social movement, has a much greater chance of going viral.
How to make your own campaign viral?
Want to create your own viral campaign after reading this blog? Follow these steps:
- Know your target audience - What triggers them to share something? Do research on their interests and online behaviour.
- Play on emotions - Make people laugh, cry or be amazed. Strong emotions increase shareability.
- Make it easily shareable - Use short videos, catchy visuals and clear hashtags to boost circulation.
- Work with influencers - Collaborations with influencers can increase your reach exponentially. Micro-influencers can sometimes even be more effective than big names.
- Stay authentic - Forced viral content is counterproductive. Make sure your campaign matches your brand identity and values.
Viral marketing is not an exact science, but with the right combination of psychology, creativity and strategy, you can greatly increase the chances of success. Play on emotions, make your campaign simple and interactive, and make sure people can't help but share your content.
So, are you ready to create the next viral sensation?
Need help optimising your social media strategy? At The Dare Company, we'd love to help you with a data-driven approach to increase online visibility and engagement. Contact us for tailored advice.