Viral marketing
DefinitionContent & Social
Viral marketing
Content engineered to be spread by its audience, so distribution multiplies beyond the paid seed. Virality is a lottery with buyable tickets - shareable emotion, low friction, timing - not a strategy to depend on; the sustainable version is called word-of-mouth.
Evidence from the library
4%Pure viral transmission drove only about 4% of IPA campaigns' success - roughly a one-in-twenty-five hit rate.StatFame, Feeling and Fluency - the three things advertising has to producePrincipleBusy Work = 38% of campaignsAdvertising Planning Matrix - Growth Engine, Cult Hit, Paid Noise, Busy WorkPrincipleSocial has three ceilings - the algorithm, the moment, and credibilityPrinciple180 vs 100 indexWidening reach drives incremental sales that high-frequency targeting missesStat
Source
Marketing Definitions
standard practice; term popularised in the 1990s
More from this source
DefinitionSEO (search engine optimisation)DefinitionGenerative engine optimisation (GEO)DefinitionTopical authorityDefinitionZero-click contentDefinitionDark socialDefinitionOrganic reachDefinitionEngagement rateDefinitionContent pillarsDefinitionEvergreen contentDefinitionSocial listeningDefinitionEarned mediaDefinitionInfluencer marketing