Psychology of a Viral Marketing Campaign

 The core of viral marketing is embedded in our biology. To simply put it, when we are interested and satisfied in something we want to either repeat it or share it with another. This is also true for something that is distasteful, we want others to see it how distasteful it is or agree with our perception of it being distasteful. Thomas Reichstein and Ines Brusch describe in their 2019 study that the key is to ensure it arouses the interest of the individual, conveying emotions to achieve share-ability and widespread distribution.  

There isn't a particular formula. But understanding how to use communication channels to tap into audiences emotions is a powerful thing. As humans we know that one thing that can strongly influence how behavior and decisions is our emotions, either for the better or worse. When a campaign is viral, it has proven to successfully manifest an emotion attached to it. This emotion or set of emotions will affect a group of people who share similar temperaments. Our temperaments and personalities also link groups of people in many areas. For example, there is a strong relationship between ones personality and politics. 


Personality in Politics: Liberals, Conservatives, Myers-Briggs ...

https://personalityjunkie.com/08/personality-politics-liberals-conservatives-myers-briggs-big-five/ 

So what does all mean? Well, if you can target an emotion or personality trait, you can reach groups of people who share common values and belief structures. Viral marketing is the product of a view or message that either strongly resonates or is dreaded by a group of people. 

This can be a dangerous game to play though. The more direct, controlling and signalling your campaign becomes, the more potential it has to divide people despite reaching viral status. This occurred last year with Gillette's 'Toxic Masculinity' campaign which successfully divided two schools of thought. 

CNN Panel on Gillette Ad Attacking 'Toxic Masculinity': 'What's ...

- Piers Morgan ways in on the Gillette ad. 

Nevertheless, a viral campaign was created. Why? Because a set of emotions manifested that aroused or interested a large number of people. 

This is just the tip of the iceberg. Obviously there is more than just emotion that plays its cards. Whats your opinion? is there something else that compounds the psychology of viral marketing? 

Comments

  1. MarkAugust 12, 2020 at 12:59 AM

    Very insightful, viral marketing seems to reflect an emotional manifestation almost every time

    ReplyDelete
    Replies
    1. JordanAugust 12, 2020 at 6:51 PM

      Thanks, I agree it seems to be an integral part of it.

      Delete
  2. JordanAugust 12, 2020 at 10:53 PM

    Hey Jordan,
    I really enjoyed how you fused emotions and politics together. Upon reading this information it had made me realised how much this makes sense. People do associate their personal stories and experiences with politics. It seems nowadays everything is connected to politics due to the increasingly politically correct world we live in. This begs the question: Do you think there will be new legislation that will be enforced hindering politics on social media?

    ReplyDelete
    Replies
    1. JordanAugust 13, 2020 at 12:15 AM

      Thanks Hodgy, I think legislation is a dangerous game to play on social media because then your asserting a certain agenda. I don't think it's a good idea because our politics stem from our ability to exercise free speech.

      Delete

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