I hear the word “viral” a lot, but what does it take to make something that people want to share? According to Seth Godin, make it so enticing that they have to share it with at least one other person.
7 things to keep in mind for your next viral campaign
What is the campaign about
Maybe you want to raise awareness. But think about why you want to raise awareness. Is there something special about your organization or mission? Maybe there’s something new that’s a game changer? It might help to gather some stakeholders and brainstorm together.
Who is your audience
Be as specific as possible so you craft the right content and tone.
Make something entertaining and shareable
You don’t have to reinvent the wheel with every campaign, but a new perspective can help. It can be as simple as getting your team to do something silly and document it through photos and video.
Why should they share
People tend to share things that are a statement about what they believe in. Another option is to put them in the driver’s seat by letting them choose what the special offer is. You can give them something exclusive, or appeal to their emotional needs and values.
Make it easy and rewarding
Don’t make them click 5 times, or jump through hoops. If it’s not easy to view and share, they will not do it.
Acknowledge and reward them
Thank them, answer questions and be responsive, always. I recently read about a Swedish blood bank that sends donors a text message when their blood has been given to a patient. Wow! I would give blood just to get one of these text messages.
Give up some control
Like all things that live on the internet, you have to give up some control. You can’t always predict how people will respond or use what you create. If you embrace this fact, it actually puts you ahead of the game.
I’d love to hear about a recent campaign you did. Was it shared like you hoped?