Make People Want To Share.
Viral marketing isn't simply about getting more views. It's about creating something people naturally want to pass on to someone else.
People don't share advertisements.
They share things that make them feel something, look interesting, help someone, entertain someone, or make them think of another person.
Ask instead: "Why would someone send this to another person?"
What makes people pass something on?
A viral campaign usually creates a simple psychological journey before someone presses the share button.
Give them a reason to stop.
Make them feel it's worth sharing.
Turn the viewer into another viewer.
Viral growth is a chain.
Break the chain at any point and the campaign becomes harder to spread.
Notice
Something needs to interrupt the normal scrolling pattern.
Feel
The content needs to create an emotional response.
Share
Give people a natural reason to pass it to someone.
Spread
Every share should create another opportunity for discovery.
Make It Spread.
Build one campaign step by step. Your goal is not just views. Your goal is to give people a reason to share.
People are scrolling.
Your new iced coffee campaign is called "The 5 PM Coffee Challenge." How do you open the campaign?
VIRAL ARCHITECT
You understand that viral growth needs a reason to share and a loop that can continue.