Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
The concept of “shareability” that Schaefer discusses is something that most people see every day. Facebook is flooded with buzz-worthy articles and videos that people re-post or share with friends. My roommate and I are constantly posting funny articles from Buzzfeed or cute videos of puppies on each other’s Facebook pages.
It is clear that in our culture, shareability is extremely important for a business. One viral video, like Mirabeau Wine’s video, can completely change a company’s business for the better. But how can you make sure a video will go viral?
There have been many companies to successfully make advertisements successfully go viral. One viral marketing campaign that completely evolved the company’s brand is Dove’s new marketing campaigns. Their advertisements stopped being just about selling a product, and they started to send a message. This message was based around the idea of empowering women into believing in “real beauty”. The videos, which started out as advertisements, have become viral sensations. Articles were written, videos were shared, and people were truly moved by their message.
In my opinion, these videos became viral because they addressed a message that people found inspiring. They were the type of advertisements that you could not stop watching. I may have even shed a tear at one or two of the videos. People not only started sharing the videos, but an entire hashtag movement was started as well. The videos were not longer about Dove; they were about women embracing themselves.
Not every brand or company can create an inspiring video though. I have also seen that anything funny will usually go viral. It does not matter if it is a cat trying to jump into a hammock, or a little girl singing Adele. Companies can embrace these concepts and come up with new, fresh ideas to incorporate them into building a better brand.
Image source: http://cargocollective.com/ChrisandDave/Dove-Campaign-for-Real-Beauty