Is going viral more trouble than it’s worth?
Hi, yea, so it’s been a while since my last post, apologies. Things have just been a little mental at work (in a great way) with some travel thrown in for extra measure, and even this post is pretty lazy.
It’s lazy because I wrote it for Marketing Mag, and all I’m doing is pointing you back to the original article – HOW LAME-ZY!
But I do hope you like it, seems to have struck a chord with some people.
The challenge facing brands that want to ‘go viral’ is that without skills and experience in creating compelling content, it’s a high-risk strategy that most likely won’t deliver a return on investment.
What consitutes ‘viral’ will be different for every brand. Typically, we define it as content that generates ongoing reach without any paid media support.
From an idealistic standpoint, making content that goes viral means you’re truly connected to your audience and know what they’ll share. Realistically, you’ve got to balance business objectives with reaching the right audience.
Successful brands have a long term content strategy that engages their community and influencers. The famous Old Spice campaign was an amazing piece of content engineering that delivered real business results. It’s one of the few viral campaigns that has been accountable.