The Secret to Going Viral

By Rachel Kerstetter, PR Engineer, Sonnhalter

You’ve probably heard the word “viral” in relation to online marketing before. If you’re not quite sure what it means, here’s a very brief definition:



: becoming very popular by circulating from person to person, specifically on the internet.

If something “goes viral” that means it has been shared a great number of times; there is no threshold number of shares to be reached before something can be considered viral, but in general you know when something has gone viral by the way it is talked about.

So here’s the secret to going viral:

The one aspect that every viral thing has in common is that it is a quality piece of content that resonates with your audience. Content that goes viral is often in the form of blog posts, pictures or videos.

Content can resonate with your audience in many ways, most of the time viral content resonates through humor. Content that is controversial or sparks a debate, as well as timely, helpful information will also resonate.

In our industry, content doesn’t often achieve viral status, but that doesn’t mean it hasn’t resonated, sparked conversation or been effective.

As marketers, we cannot make content become viral. Content can only be made viral by your audience(s) – they have the power. Marketers and brands do not have the power to make anything viral.

Image via Scott Cresswell

Image via Scott Cresswell

If you’re disappointed that you know the secret to viral but can’t do anything about it, don’t lose heart!

The goal in any marketing initiative should not be creating viral content; it should be on creating quality content.

Marketers and brands have the power to create quality content that will resonate with audiences. If that content goes viral, then that is just a happy side effect.

Share this:

3 Ways Viral Marketing Can Help Reach the Professional Tradesman

global_network_viral_marketingIt used to be that marketers counted on “word of mouth” to help spread their message to the tradesmen and maintenance professionals. Today, social media takes this to the next level and does it quicker and better.

Since you already know who you’re focusing on by using viral marketing, you can make it easier for your message to be passed on. Viral marketing has gained popularity because it produces results that are measurable while increasing your brand awareness. A recent post by Chase McMichael, The 3 pillars of viral marketing, outlines ways you can put viral marketing on steroids. Here’s an overview of how using these techniques can help you reach the professional tradesman:

  1. Target your audience. Social media makes it easier and faster to reach your target. More people are posting their personal profiles on social networks allowing you to data mine them and identify and rank affinities within specific communities like HVAC -TALK.
  2. Reach your audience. Once you’ve identified your user, you can quickly pinpoint influencers and begin enticing them to become brand ambassadors.
  3. Create the right call to action. If you’re doing your homework by monitoring these communities, you will soon identify the issues that need to be addressed and the appropriate call to action. It might be good to join a great online community that you have or sign up for the latest performance charts of a specific tool or application,

Conclusion: Messages that connect with you target can drive a high degree of brand awareness and acceptance. Practical and simple to access technologies help drive engagement and participation.


Share this: