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Many marketers hold the view that there can be no rule or formula for creating ad content that will surely go viral. Before you fully agree to it, you must read these well-researched facts. As a progressive marketing agency from New Delhi, Brandbajade.com confidently differs from the above notion. It has found that there’s a certain way for designing advertisements that carry the potential of being liked and shared many times. The vital ingredient is not just one though. You cannot only target to impress with sales metrics. To achieve the desired performance, you must create truly moving ideas. When you idea moves hearts, it will move to far off places. And that’s the virality you will enjoy.
Let’s imagine you want your marketing agency to design something emotional, disruptive, and at the same time viral. Every brand wants that today. Regardless of the stature, industry, or budget, the final aim is to produce something memorable. But we know that many a times we deal with an increasingly dynamic audience. More than that, we have a competitive ecosystem. This article will give you an overview of the elements that come together to achieve the desired effect, if well-utilised.
But what kind of emotions? That’s the first and foremost question.
Intense emotions such as fear, awe, joy, peace, laughter, and anger are crucial for capturing the attention and motivating your audience for them to feel an urge for further spreading the content.
The feeling of joy may be due to anything that brings a smile to our audience’s faces, emote tenderness, or makes us feel warm. A thing of delight always deserves to be shared, as we desire to extend our experience with our loved ones and community. Laughter is a part of joy, and humour never fails to turn heads and make more heads turn as a ripple effect. Just imagine how a joke or a meme gets organically shared in groups after groups.
Fear can trigger profuse reactions, calling for the urge to protect and act. It goes without saying, that while crafting the content for any brand, we should never scare anyone unless the topic and objective both demands so. For example in cause oriented campaigns and political marketing, where agenda and ideologies must be under control and vigilance.
Awe, if generated carefully, is highly powerful. It works wonders by eliciting surprise or shock and evokes the desire to share that sensation with others. A piece of art, a strong or wacky campaign, a weird activity, a funny out-of-the-box experience – all such things make it worthy of remembering and sharing with others.
Lastly, emotions like anxiety, irritation, discomfort, and anger trigger us to take action. Content that jerks out such emotions can push zillions to inspire for social movements all locally or globally. But we must understand that leveraging emotions like these involve a lot of responsibly. These must be driven only towards positive engagement and cause no disturbance at the end as its impact. Aligning with ethical marketing practices are paramount. Any mishandling might result into devastating consequences and social sensitivity.
For your digital marketing agency, it is essential to evaluate the factors behind disruption. They are familiarity and surprise. If you want to make disruption innovative and catchy, it must include certain level of relatability for the audience and makes it sensible to adopt. It’s always better if that mixes with an element of surprise to make it stand out.
Reach + Memorability + Mentions
It's true that it’s not easy to get viral without the elements of emotions and disruption. But there are other factors too, and these are more statistical in nature – such as reach, memorability, and the number of mentions.
Reach denotes the power to use all the touchpoints to connect all audiences and engage them all with the category. This involves presence on digital platforms, participation in relevant events, and creation of strategic partnerships to maximize our presence and connection with potential consumers.
Memorability refers to the connections we create in the mind around our brand, everything that helps us be remembered: phrases, mascots, assets, and advertising styles.
Moreover, the number of mentions is essential for successful virality. We can recognize a good campaign, idea or piece when it's frequently mentioned.
Without impact, attention won’t be captured; without communication, the message won’t be understood. Therefore, emotions are needed to make an impact, disruption to grab attention, and repetition to effect change; in a word, persuade.
To summarise, viral content is a combination of artistic ability (yours) and science (the steps presented). By understanding and applying these emotions, integrating disruptive elements, and ensuring that the idea is easy to convey, brands can create content that captures the audience's attention and resonates deeply. Stop worrying about going viral and focus on connecting with your audience.
Going forward, in your next campaign briefing to your marketing agency, keep in your mind:
At the end, creative ads strategy is an experiment, and these are just some methods that can boost the desired virality. The planning team at Brandbajade.com is always by your side to assist you, guide you, and partner in executing any challenging idea for making your brand be better visible, heard, and remembered in this digital era.
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