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The Key to Effective Viral Marketing is Emotional Engagement

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Saved by 6 people (-2 private), first by anonymouse user on 2008-07-31


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Viral marketing is the process of using peer-to-peer communications in order to rapidly spread information about a brand or message. 

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People encounter specific data or ideas daily and pass it on to their friends and other people in their network. All things equal, one can say that information is shared more rapidly when the recipient has a strong emotional connection with the specific message. They adore it. They despise it. They are deeply puzzled by it. It makes them upset. It makes them happy.

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information is shared more rapidly when the recipient has a strong emotional connection with the specific message

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Joy. An emotion suited for irrelevant or fun brands and brands who want to revitalize their image.

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Sadness. Suitable when seeking an immediate response to unfortunate events.

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Anger. Best suited for single issue campaigns that require an immediate reaction to perceived injustices experienced by the target market or general environment/society.

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Fear. An emotion that is a short-term response to a perceived threat.

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six primary emotions with a strong influence on viral referral behavior.

These are surprise, fear, sadness, joy, disgust and anger. In many cases, the more disruptive the message, the sooner it is shared

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Disgust. Best targeted towards young males. Suitable for brands with a rebellious image. Should only be used intermittently to avoid unnecessary offense.

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Find the key issues that concern your audience and then inculcate them within your marketing plan to get an emotional response. But know that emotions themselves are fleeting and they can be exhausting enough to be abandoned over time.

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