Viral Content at a Glance

Did you know that the term Viral is derived from its similarity to the spread of Virus?

Just like how coronavirus spreads, the power of being viral is huge. It mainly affects news and views of videos and images. The amplification of fear for corona is more evident since its a bio war of humans with the virus.

It is difficult to keep track of going viral, where it started and how it spread much like corona. Once it spreads it will take time to subside. A few examples concerning India would be Modi- Chinese President meet, anti CAA protests etc. Nesamani with his suthi (hammer) is a fictitious topic that shook world trends.

The power of social media is huge so any content that repeats itself like virus is viral among the minds of people. Its engagement that matters more than views — likes, comments and shares. Social media could easily mobilise crowd for Jallikattu because of this virality. When it comes to WhatsApp people love forwarding especially in India.

Controversies can also lead to visibility although in a negative way. When a person is the one most talked about he becomes viral.

Combating unnecessary Virality

Similar to news, even fake news has an impact on the stock market and global economy.

There’s a long way in ensuring better quality and combating fake information. This is a challenge for social media.

In Delhi, social media contributed to communal clashes.

How can we stop unnecessary viral content? Social media can control this at the root of the problem. We have to be wiser in sharing and forwarding.

If China had restricted people to its country and said “Andhar se koi bahar na ja sake, bahar se koi andar na aa sake”, a famous song from the Hindi movie Bobby which means, in this context — no one can get inside the country as well as no one can go out, corona wouldn’t have had worldwide impact. Social media should ‘wipe out virus' before it spreads.

Viral Marketing Campaigns

When creating a viral marketing campaign which is useful for B2C brand awareness and brand retention, one has to keep these things in mind.

Different types of content that can go viral include content that can be appreciated or hated, one that is unique or unexpected, sometimes even one that goes out of trend and one that plays with emotions.

Creativity is the key to virality.

Usually partnering with a more visible brand also provides benefits.

While poking fun at another brand or being humorous one has to be careful.

Most of the time, content that goes viral is something that happens unexpected or all of a sudden.

Videos can be used as content as well as ads on a combination of Facebook, Twitter, YouTube, Tik Tok and Instagram apart from various other platforms and OTT ads.

TV commercials(TVC) do help in views but it is not possible for engagement.