Pass it on

Predicting how viral a piece of content will become is enormously difficult, some say impossible, but research shows that if a brand bothers to aim the message at its target audience the content is much more likely to be passed on.

Getting the most amount of views is not necessarily the benchmark of success of a viral, according to a study by Goviral. Its research indicates that finance and business-to-business have the most success with virals. They are hardly the most sexy sectors, but the relevance of their virals to their highly targeted audience, rather than a mass audience, makes it more likely that viewers will pass their message on.

Electronics is one of the most successful sectors globally. I’ve seen endless virals for cars and fashion but I can’t say I’ve seen lots of electronics virals. But apparently Philips, LG and Sony all do well in this sector.

Getting people to pass a message on is surely one of the most effective ways of marketing. And at least this study gives marketers an idea of what makes people view and encourages them to forward a message, because when I’ve spoken to marketers about virals it all seems to be very experimental.

Nick Roveta, Goviral product director, has some advice for those thinking about putting together a viral video. He says asking people to do something rather than being a passive viewer will make it more likely to make someone spread the word: “I would advocate bringing in the brand message, not just at the punchline at the end. Encouraging users to share content with Facebook or to win something if they respond will really help.” I thought a good viral was about bringing some light-hearted relief to a busy day. But apparently it’s a lot more complicated than that.

To read more on viral trends, click here

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here