At some point in time, every social media agency in Delhi has been requested by its clients to create a viral social media campaign for them. And why not?
Social media is the language of the modern world. We live in a society that communicates through tweets and reels. So naturally if brands want to create a bond with their audience nowadays, they have to do it online and the best way to do that is through a viral trend. A social media campaign that goes viral can benefit a brand in many ways. It can increase brand awareness, boost sales, increase online traffic on a brand’s website, and help a company connect with its target audience.
But it is not easy creating a campaign that garners popularity.
So what goes into creating a viral social media campaign? Let’s find out.
Demographic
The most important aspect of a social media campaign is its audience. You can have the most creative campaign in the world but if you don’t present it to the right people, it will not be successful. Therefore, it is important to clearly define your target audience and create a campaign that is tailored according to their likes and dislikes. For example, Apple launched its campaign #ShotonIphone for existing Iphone users and potential Iphone customers. It encouraged Iphone users to share pictures they clicked using their phones using the hashtag #ShotonIphone.
Platform
It is vital for a social media agency to choose the right platform for a campaign. For that it must study the social media behaviour of the target audience and find out what platform their audience uses the most. For instance, Instagram will be the best option for a social media agency in India, if the campaign is meant for the gen Z based in tier one and tier two cities.
Purpose
Having a purpose is necessary for a social media campaign to go viral. The motive can either be to entertain people or to inform them about something or even both. For example, during the global lockdown of COVID-19, Procter and Gamble partnered with a Tik Tok influencer and started the #DistanceDance challenge. The purpose of the campaign was to encourage the youth to practise social distancing through a fun activity. In this case, the entertainment factor of the campaign was instrumental in grabbing people’s attention.
Emotion
Emotion sells almost everything in India and every social media marketing in India can attest to that.The easiest way to get the public talking about a campaign is by adding an emotional touch to it because people feel more inclined to take part in an activity if they resonate with it emotionally. For instance, the #ShowUS campaign by the skincare brand, Dove evoked the feeling of self love among women. This is the reason why women all around the world participated in it by sharing their unedited images.
Creativity
Launching a campaign online is not a unique idea anymore. The digital space is cluttered with such trends. So in order to really make a mark, it is imperative for a social media agency to think out of the box. The perfect example of this is the Dalgona coffee trend that became popular during the pandemic of 2020. Bloggers from all parts of the world tried making this beverage that was unique and involved doing something unusual.
Timing
Timing is a very important factor while launching a campaign on a digital media platform. You can capitalise on the hype around a major event or a holiday. But if you do that, your campaign must be in sync with the event. For example, Spotify makes the most of the excitement around New Year through its campaign ‘Wrapped’ by creating personalised playlists for its premium members.
CTA
A trend becomes successful when people participate in it in huge numbers and the way to make that happen is by attaching a call-to-action to it. A campaign without a proper cta is futile. Therefore, it is crucial for a social media campaign to have a shareability factor. The reason why all of the above mentioned trends were viral was because they encouraged participation by their audience by asking them to share content or tag others to take part.
No social media agency can crack the code for a successful campaign because there is no fixed formula. However, the chances of it going viral increase a lot if the aforementioned guidelines are kept in mind.
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