Viral marketing has been one of the key areas which have managed to grab eyeballs of major advertisers, this new medium started getting harnessed initially by the BFSI sector and slowly we can see a lot of products being marketed through viral videos from FMCG to online portals and from gaming consoles to telecom operators.
How exactly a viral works, and what is the science behind developing a viral is a very interesting thought, not many of thought about it, but it starts with a very basic theory which is taught in every management school, yes you got it right, it’s the Maslow’s theory of need hierarchy, now the questions is how it is linked with social media and viral marketing, every individual comes on social media platforms to satisfy his third level need, that is social need.
In order to satisfy this need, the individual consistently posts some interesting status updates or links of interesting videos, or images, or facebook applications, this all is done so that people get to know about the person and his recent activities.
How viral fits here can be clearly seen, the story of the viral is a short animated video which has got a humorous format and in the end the message says that this particular product/ service is being promoted, now people who are trying to quench their social needs, post the viral video on their profile just to get a recognition in their minds that “I post some very good content” , and this chain goes on and people start sharing this content across profiles.
As the video gets more and more shared, it is liked and conversations generate around it, which gives a buzz for that product/service, and the brand achieves the initial awareness which it wanted to achieve.
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