Viral marketing is a phenomenon that can bring companies unprecedented success, but it also carries certain risks. In an era when content spreads at the speed of light, viral marketing offers the chance to reach millions of people almost instantly. However, this approach is not without pitfalls. Sometimes it can do more harm than good. What are its main advantages and disadvantages, and what should you watch out for?

What is viral marketing?

Viral marketing refers to a strategy that leverages people sharing content to increase awareness of a brand, product, or service. The main goal is to create content so compelling that users start sharing it themselves via social media, email, or other communication channels. This form of marketing benefits from the psychological principle of recommendations, where people willingly share content that entertains, inspires, or feels valuable.

A key aspect of viral marketing is its low cost compared to traditional advertising campaigns. Its success is unpredictable and requires careful planning.

Which tools to use to create viral content?

• Humor – entertaining content quickly becomes a hit on social media.
• Emotions – strongly emotional stories tend to reach a wide audience.
• Originality – unique and unexpected elements can spark curiosity and interest.

Advantages and disadvantages of viral marketing

Viral marketing can be an exceptionally effective way to boost brand visibility, but its unpredictability and risks call for a cautious approach. Let’s look at its strengths and weaknesses.

Advantages of viral marketing

• Low costs – successful viral content spreads spontaneously, minimizing distribution costs.
• Broad reach – a campaign can reach a global audience in a very short time.
• Increased credibility – content recommended by friends or acquaintances often feels more authentic than paid advertising.

Disadvantages of viral marketing

• Unpredictability – there’s no guarantee the content will actually go viral, which can lead to unmet goals.
• Possible negative reactions – poorly received content can damage the brand’s reputation.
• Short-term effect – even a successful campaign may have only a temporary impact on brand awareness.

Names in viral marketing: who scored big?

Viral marketing has turned ordinary campaigns into global phenomena that people remember for years. Some brands and personalities, thanks to creativity and originality, have created success stories that inspire marketers around the world.

• Old Spice – the campaign The Man Your Man Could Smell Like used humorous ads with a charismatic lead. The goal was to reach younger men as well as women shopping for their partners. The result? The ads became an internet hit and increased sales by more than 125%.
• Dove – the Real Beauty Sketches project showed the difference between how women see themselves and how others see them. The aim was to boost women’s self-esteem and promote authentic beauty. The video gained millions of views and cemented the brand as an ambassador of real beauty.
• Red Bull – the Stratos campaign followed Felix Baumgartner’s jump from the stratosphere. The goal was to strengthen the brand’s image as a supporter of extreme feats. The result? More than 50 million viewers on YouTube and record media coverage.
• Ice Bucket Challenge – a challenge that started to support ALS research became a viral movement thanks to its simplicity and celebrity involvement. The aim was to raise awareness of the disease and secure funding. The result? Over 115 million dollars for research.
• Nike – the Dream Crazy campaign with Colin Kaepernick emphasized courage and social justice. The goal was to reach a younger generation and show support for current issues. The campaign increased sales by 31%.
• ALS Association – their video Thank You ALS Ice Bucket Challenge showed the real impact of the funds raised by the viral challenge. The aim was to thank donors and inspire further support. The result? Public trust and continued contributions.
• John Lewis & Partners – the Christmas ad The Bear and the Hare used animation and a touching story of friendship. The aim was to foster an emotional connection with the brand. The result? The campaign became a symbol of a British Christmas and significantly increased sales.

Czech names in viral marketing

Even in the Czech market, campaigns have emerged that stood out for their creativity and successfully reached a wide audience.

• ViralBrothers – their prank videos, such as the Debilní kecy series, quickly gained popularity on social media. The goal was not only to entertain but also to promote partner brands. The result? Tens of millions of views and new opportunities for commercial projects.
• Kofola – the ad Když ji miluješ, není co řešit with a Christmas piglet became an icon of Czech advertising. The goal was to create a fun and heartwarming campaign linked to the holiday season. The result? A long-loved spot that regularly returns to TV screens.
• Rohlík.cz – the Konec otravným frontám campaign highlighted the benefits of online shopping through humorous scenes from supermarkets. The aim was to show the service’s simplicity and convenience. The result? A significant increase in customers and a reinforced position as a leader in the online grocery market.

Bonus: how to do viral marketing? Watch and read!

Success in viral marketing requires not only creative ideas but also an understanding of current trends and human psychology. Creating content that resonates with a broad audience is not a random process, but the result of a well-thought-out strategy supported by continuous learning.

Follow trends and analyze

Viral content often reflects society’s current interests. Follow social media, viral videos, and successful campaigns to understand what people share and why.

• Take inspiration from popular formats such as short videos, memes, or challenges that spread quickly.

Read and keep learning

In addition to tracking trends, it’s important to develop your knowledge through professional literature.

• Viral Marketing: The Science of Sharing (Karen Nelson-Field) – a book focused on scientific insights into how content spreads.
• Contagious: How to Build Word of Mouth in the Digital Age (Jonah Berger) – practical advice on creating shareable content.

For a deeper understanding of human behavior and motivation, we recommend the psychology book Thinking, Fast and Slow by Daniel Kahneman, which explains how decision-making and emotional responses work in audiences.

Useful links:

1. https://en.wikipedia.org/wiki/Viral_marketing
2. https://sproutsocial.com/glossary/viral-marketing/
3. https://directiveconsulting.com/resources/glossary/viral-marketing/
4. https://www.investopedia.com/terms/v/viral-marketing.asp