Now social media has given pretty much all advertising the potential to go viral (Michael Nutley, MW 10 November), agencies need to adopt a new mindset in their quest to create sticky content.
Things only go viral because people want to share them. Try as companies might, viral is notoriously difficult to buy or to purposefully create.
The key for brands is consumer experience and expectation. Almost everyone will talk about a great product or great service because our default setting is to share such experiences.
It’s always been the way, well before digital came along. Both targeting and creative, done right, will encourage customers to share and, eventually, buy.
Head of social