Do You Really Need to Go Viral?

When you go viral on social media, you’ve made it.

That’s the going perception, anyway. 

It’s no surprise why. This phenomenon has real-world results: creating demand, ramping up sales, and making your brand a household name. Just look at RC Cola’s brand revival with that one offbeat commercial, for example!

But, is going viral really all it’s cracked up to be? Is that the only way for your brand to succeed online?

Going Viral: Is it for your brand?

Going viral refers to the sudden spread of any piece of content across the internet, reaching a vast audience measured by vanity metrics such as views, shares, likes, and comments.

Related: https://www.ngpimc.com/ngp-how-to-1-the-5-best-content-planning-practices-for-digital-marketing 

It all begins when an idea (content) is diffused by a broadcaster (an influencer or random online creator) to a network (followers) for heightened exposure. When it catches on, it triggers a chain reaction, rapidly spiking popularity and trickling over to real-world effects: amplified visibility, enhanced sales, improved traffic, and more! If you’re an individual with no product to promote, virality’s best outcome for you is your friends commenting “‘wag mo kaming kalimutan” (“don’t forget us!”).

If you’re a brand, a single piece of viral content may be your foot in the door.

The Allure of Viral Success

Viral hits – from NSYNC’s recently reinvigorated “Bye Bye Bye” dance craze, to the ‘Demuretsy’ viral audio, to Angkas’ trendjacking posts that never miss – all demonstrate how creative, engaging content can organically elevate anyone and social initiatives to the forefront of online conversation and inspire product development. 

Recognizing this power, more and more are strategically pivoting their advertising and engagement practices, particularly by hiring marketing and PR professionals and influencers, to create content designed to go viral – a practice that’s quickly becoming industry standard. 

Strategies To Go Viral

Contrary to popular belief, going viral is harder than it sounds. It requires three key strategies: 

1. Resonance – It must first favorably resonate with the interests and tastes of the initial sharer’s followers. Without that appeal, it won’t garner sufficient traction to circulate online. 

2. Quality – It must be substantiated by its inherent value and ability to deliver on its stated function. Otherwise, any initial buzz will fizzle, potentially tarnishing your brand’s image. 

3. Timing – It must be posted during users’ peak online activity and aligned to current trends and conversations to capture the zeitgeist. 

The Pros of Going Viral

Becoming viral is a total multi-faceted, game-changer that can exponentially benefit you in ways like:

• Enhancing brand awareness.
• Attracting more followers.
• Boosting conversion rates.
• Cultivating a deep audience connection.
• Cementing industry impact. 

The Cons of Going Viral

• The Unpredictability and Lack of Control Over Viral Content

Content can blow up overnight, spiraling beyond the creator’s control. When that happens, it can expose all the cracks in a business’s foundation (or completely overwhelm a person), with issues like flooded inboxes and insufficient inventory, forcing them to scramble for solutions to accommodate the unrelenting demand.   

• Potential for Backlash or Misinterpretation

Content can be subjected to backlash or misinterpretation, devastatingly affecting the public perception of your brand. Take, for instance, the 2023 film “The Flash,” which fell victim to piracy when a scene with subpar CGI was illicitly recorded and spread online. This went viral, prompting extensive criticism and audience disinterest, affecting the film’s box office performance. 

• Risk of Extreme Scrutiny

One of the downsides of fame is the sudden loss of privacy and the intense scrutiny that comes with it; every move, and every product, is dissected under a microscope. And news travels fast, so an issue can quickly snowball into a full-blown crisis. Stanley’s must-have water bottle, the “Stanley Cup,” experienced this firsthand when concerns about lead surfaced. The issue blew out of proportion, with countless users jumping into the fray, reiterating the concerns on TikTok, X, and Instagram, fueling collective fear.

• The Pressure to Replicate Viral Success

The pressure to escape a one-hit-wonder label can compel creators to perpetually chase virality. However, this endeavor can sometimes be counterproductive, resulting in diminished returns as resources are invested in trying to recapture past success.

Alternatives to Going Viral

Sometimes, slow and steady wins the race. So consider adopting these sustainable approaches for long-lasting success:

1. Consistently delivering high-quality, relevant content will keep your audience engaged and invested in your brand.
2. Invest in nurturing a dedicated community through interactive experiences like Q&As and live streams, establishing trust, and subsequently, paving the way for customers to convert, and even become loyal brand advocates. 
3. Employ SEO and content marketing best practices to cement your reputation and thrust you to thought leadership status within your niche (e.g., blogs or explainers).

Lastly, Luck!

While having a well-rounded strategy increases your chances of going viral, that “lightning in a bottle” moment often requires a sprinkle of luck, like being in the right place at the right time. You can’t control that. What you can do is stack the deck in your favor by balancing the pursuit of viral success with a commitment to understanding your audience, leveraging trends (international and local), and consistently creating killer content! 

Ready to be the talk of the town? Work with NGP-IMC  for a results-driven playbook that generates positive buzz!