How to plan a viral marketing campaign

Social media expert Dennis Pieschek tells us all the details

11, 2019

4 min read

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Imagine you have only one Facebook post that has over 42,000 interactions and covers 2.8 million people. Now imagine that this publication is advertising a product that has real commercial value for your business. Now imagine that you haven't even paid a dollar for it. Here's the power of viral marketing.

Anti-adrenaline surgeon Dennis Pieschek has become popular on Facebook and Instagram thanks to his successful viral marketing campaigns. Among them is the above example of his coordinated Kinder Bueno. With Pitchek, I tried to find out how he creates viral campaigns for clients around the world on his Facebook pages, such as Faktglaublich and Video Trends (two of the most viral sites in Germany).

Understanding the notion of virality

In order to exploit the overwhelming effects of a viral marketing campaign, it is important first to understand why people share information. New York TimesResearch by one group found that people use events to "enrich the lives of others" and to "find their place" in the community with which they interact.

The conclusion resembles Maslow's Pyramid of Needs: The top two tiers of the hierarchy that drive us to share information are self-actualization and ego motives. In other words, as soon as we feel safe, we strive to cultivate a sense of belonging, and social sharing is the strongest signal of your sense of belonging. There is a lot of buzz on the social network, and this impressive story is spreading across news feeds.

So scientists next examined how our desire for motivation correlates with a term called emotional valence. In unprofessional terms, this means: The more information is overloaded with feelings of happiness or anger, the greater the desire to share it. People share information in response to emotional traits that, with the desire to enrich the lives of others, reinforce their social classification and identity. Your information should also be formulated so that it can do the same.

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How to plan for virility

According to Pischek, virginity means a bit of luck, but there are many other ways to increase your chances. The following is a checklist that discusses some of the most important things to consider:

1. Strengthen group persona

To get into the spotlight, you should first select topics that enhance the group's identity. Preparing information requires knowledge of the audience's outlook, problems, interests and motivations. In order to do this, you need to see what is circulating among the Internet community that is relevant to your audience. To determine what works, use services such as CrowdTangle (now owned by Facebook) as well as relevant subdomains.

2. Relevant emotions of emotional valence

For information to trigger an emotional response, it must have a shocking effect. According to the interests of your audience, strong positive or negative valence should arise. Pischek often prefers information that evokes positive emotions such as excitement, joy, and happiness because it is better for the brand. However, he admits that he sometimes uses a fearless motive as a powerful motivator and cannot be ignored.

3. Simple information

According to one study that focuses on the study of attention, the best compelling information to draw the attention of the audience is accompanied by visual effects and dialogues. Virility is closely linked to attention. The simpler the message is, the easier it is to share it with others. Pischek often uses social media videos with large and easy-to-understand captions that speak to the identity of the audience in the first shots. When a user gets to know the news, a video is enough to see the main topics. It is also important to prepare information considering the platform you want to share it with. For example, Facebook prefers long videos, and Instagram – far more killers.

4. Practical application

Pischek is deeply convinced that viral information, even if it does not resemble product advertising, should be of practical value to the audience. Practical value sharing is a form of social currency that is directly linked to enriching the lives of your audience.

Viral marketing to grow your brand

One is a big breakthrough when information goes viral and causes emotional feedback, motivating people, but the other (much harder) – is to do this when promoting a brand. This type of marketing requires a tactical approach, that is, information must be able to position your brand profitably and at the same time have all the elements of a viral campaign. When Piszek first started playing viral marketing, brands were using it to publish information on their networks.

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Pieschek is trying his best to bring together the interests of the public and advertisers alike so that the audience can be loyal and the brands get the most results. He uses CrowdTangle to analyze brand information – explores what was previously justified and limits the profile of the brand's audience.

During Kinder's campaign, Piszek conducted marketing research (A / B testing), using a number of videos for the 18- to 34-year-olds to get the best results. This can be done at no cost and also with a paid advertising budget. As soon as it was discovered that this publication caused audience feedback, it was taken to the homepage and had 2.8 million views.

Viral marketing is a very powerful tool to promote brand awareness and awareness. When formulating information that echoes the emotions of your audience, keep in mind the Pitchek Checklist and it will be much better, spread virally on the Internet and generate massive interest in your brand.

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