Viral coefficient: Your 2020 guide for viral marketing – Spiceworks
Walking viral can give your brand and your product a huge advertising, generate brand awareness and purchase new customers. But how does viral marketing work? What is the viral coefficient and the time of the viral cycle? Let’s find out.
Before we start, let’s first understand what viral marketing is.
Allow me to attract parallel with the recent coronavirus outbreak. The virus spreads rapidly from person to person and grows exponentially (if not controlled) in a short period. And if something becomes viral, many people are exposed to it (and spread further).
Similarly, in the digital world, especially in the age of social networks, content such as videos, memes, images, music, advertising campaigns, open letters, etc. It becomes viral when it spreads to many online users in a short period. And a lot of people talk about it and share it whether they are the target audience.
Therefore, viral marketing is the science and art of creating campaigns that obtain a viral growth in a short time. It helps to accelerate the brand awareness and also increase the brand image for a long time.
Find out more: Top 3 examples of viral mobile marketing campaign to inspire you
The viral coefficient
David Skok series entrepreneursuggests two models for viral growth in the world of marketing in his article in the current. It suggests two parameters for calculating viral growth.
Suppose you want to get a viral growth for your specialized children’s products through a new marketing campaign. You have created a promotional video that focuses on the real life challenges of mothers and the way they exceed them, connecting them with the values of your brand.
Because your target audience is new or waiting for mothers, you share this video with them. And, in turn, I share it with others and go far and wide.
Let’s call the initial set of customers (target audience): Custs (0)
Number of invitations sent by each set of customers: and
Percentage of invitations converted into customers: Seizure
Coefficient Viral (K) is the number of customers each existing customer can convert successfully, given by K = i * convo%.
During each cycle of infection, customers infect a percentage of guests who become customers, who affect others in subsequent cycles.
In this model, SKOK also suggests that only the new set of customers (add) send invitations (or actions). “This is because it is very unlikely that the entire population will continue to send invitations to each cycle. Each time I looked at other blog or viral growth formula, it seems to have achieved this part of the wrong calculation. “Skok notes that the viral coefficient must be greater than 1 to achieve a viral growth.
The time of the viral cycle
The time of the viral cycle is the time required for your first audience set to look at your message first, share it with friends, who in turn decides to take a look. Ideally, viral cycle time should be low to achieve explosive growth.
Skok, along with partner Stan Reissderived a formula to calculate the effect of viral cycle time on viral growth.
CUSTS (T) = CUSTS (0) * K (t/ct + 1) – 1 / k – 1
where K is the viral coefficient
t It’s time
Ct is the time of viral cycle
Viral Marketing Science – Forentrepreneurs
Viral coefficient and viral cycle time – impact on viral growth
The key lessons in the two formulas above to get viral growth are:
- The viral coefficient must be greater than 1.
- Decreased viral cycle time (CT) will have a dramatic impact on viral growth.
- The viral coefficient will increase if you increase the number of invitations and the conversion rate.
So this was the science behind viral marketing. But, as I said earlier, viral marketing is also an art.
We know that we need to improve the viral coefficient, send as many invitations as possible, make sure that they turn and lower the cycle. And we know that not everyone can do it.
There is the art of viral marketing. Let’s look at some tips that can help you go viral.
Tips for viral marketing
First of all, let’s look at the types of virality. Techcrunch Defines eight types of virality:
- Inherent – a person receives a value from a product only if I use other people. Think Skype.
- Collaboration – the person receives a certain value from a product, but receives more value if more people use it. Think about online collaboration tools like Google Drive.
- Communication – the product (and message) is sent to remind the receivers of its importance. For example, “sent from my iPhone”.
- Stimulated – the person will receive additional benefits for sharing. Example: Credit Uber.
- Embeddable – when the content can be incorporated anywhere on the web. Example: share buttons at WhatsApp, Twitter, Facebook, LinkedIn, etc.
- Signature – When users of your product features incorporate your brand name. For example, a survey fed by Surveymonkey.
- Social – when companies integrate with social networks to spread the word. Think Spotify.
- The word of mouth – there is no exact way to measure this, but if you have an excellent product and offer bright features, you have a viral product. Netflix someone?
Here are some acting tips to get viral growth:
1. Content that resonates
Marketers must design content that resonates well with the target audience, but a truly viral message will evoke the right emotion for everyone. Focus on creating content that humanizes your product or marketing message and hit an emotional rope.
For example, more crazy about Nike 2019 Women’s Day The campaign spoke about the challenges and stereotypes that women face on the way to success. The target audience was women, but everyone felt the emotion behind her.
2019 Nike campaign for Dream Women’s Day
2. Social Du -Te
Social Media can help you achieve an explosive growth in terms of users’ appreciation, actions and views. Make sure your content is suitable for sharing, ie it is well integrated with social media, and your content is partially with a single click.
For example, Sphero has launched a Snapchat marketing campaign to launch its BB-8 Droid product. For the Forcefriday-Star Wars event, they invited Snapchatters to five of Disney’s emblematic shops around the world. The creators created Hype and emotion in the fan colleagues and took the new Droid in an adventure in the respective cities. The video was watched for over 69.1 m seconds and obtained 10 m views and social involvement 411K.
The Snapchat of Snapchat a sphero marketing campaign
Find out more: Anatomy of a viral video: Ideas for YouTube, Facebook and Instagram for 2020
3. Capitalizing trends
Having an impulse on social trends and making them with hot topics can help you draw the public’s attention.
Power Out? No problem. pic.x.com/dnq7pogc
– Oreo Cookie (@oreo) February 4, 2013
The 2013 Oreo Superbowl Oreo Campaign is still fresh in our minds. There was an electricity interruption in Mercedes-Benze SuperdomeNew Orleans Stadium, postponing the game for 32 minutes, leaving the exasperated spectators. Oreo whipped a tweet in less than five minutes, which generated over 14k retweets, 6.8k likes and made the “Dunk in the Dark” Internet.
4. Get influencer marketing right
A viral infection spreads if a person meets several people. The same is true for viral marketing. Influence has an important role in improving the viral coefficient. Collaborate with relevant influences for your domain to spread the message. And do not stay away from the partnership with Micro or Nano influences for an organic and authentic coverage.
In October 2019, Reese has launched a social campaign – it’s a live campaignwith actor Neil Patrick Harris. In this campaign, Harris invited viewers to vote tricks and treatments for a haunted house and were able to follow the live flow of the event on October 24, where 32 fans will be driven through the haunted house. In addition to experimenting with interactive and social, Reese led to Neil Patrick’s popularity for the success of the campaign.
Find out more: How to get Instagram influences on board with your brand
5. Hashtags and campaigns generated by users
The content generated by the User (UGC), the hashtags and the challenges have a fun and interactive element, which leads actions and involvement. With hashtags, you can also follow the success of the campaign.
White claw has invested in users generated memories and parodies to entertain users and stimulate sales. Sales increased by about 250% in 2019 compared to the previous year, according to Nielsen data, the brand saying in October that White Claw has already seen $ 638 million retailers. White claw’s brand reputation has received an impulse from a very powerful social media presence, Internet memoirsand a periodial video This has obtained over 3.2 million Views on Youtube in June, reported CNBC.
Summarizing
Now you know the secret to get the right of viral marketing. Here is an aspect of important points to remember:
- Include as many customers as possible in the original set when you share your marketing message.
- Focus on improving the conversion rate with each cycle.
- The conversion rate can be improved by creating humorous, humorous messages, which have a high -capacity coefficient.
- Create content that resonates with the target audience, as well as with the majority public. Having an emotional connection is a winner.
- The partnership with the right influences can also increase the coverage.
- Content and interactive and user-generated hashtags can lead to better involvement.
- In addition to improving the viral coefficient, it is important to reduce the time of the viral cycle for explosive growth.
- Keep a tab to the latest trends and react to them in time to capture the public attention and reduce the cycle time.
- Make sure your content is suitable for social sharing and present it on your public’s favorite social channels. This can help reduce the viral cycle time.
Make sure you create a super content, which has ingenious, humorous, emotional and inspirational elements. Understand the public well and experience with types of content to reach higher audiences and win.
What are your favorite viral marketing campaigns? Share -you advice on virality through Twitter, LinkedInor Facebook; We always listen!
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