Why going viral has become essential for brands
The digital world we operate if forever adapting and going viral on social media is no longer just a fluke or sheer luck. It’s a strategy in which brands can manipulate the algorithm in order to further their brand awareness in ways businesses of the past could only dream to do. Brand’s are at a point where they know how to drive engagement and increase the eWOM (electronic Word of Mouth) through viral moments.
A brand could simply use social media to promote their products and prices, however a consumer is less likely to engage with posts like these. These posts are more effective if a consumer is directly researching for a product, however many consumers end up buying products or services that they were not planning to purchase. (Moghddam 2024) describes the urge to impulse buy as abrupt, unintended and unplanned.
So how can brand’s grab the attention of people who aren’t even looking for them? Well as (Atleti 2019) explored, the tweets of celebrities on Twitter during a brand endorsement were best received when the celeb sounds genuine and authentic telling a story rather than just simply reading a script. This is one of “Jonah Berger’s STEPPS” which he explains to be the six principles that allow for a successful campaign.
(Why ideas spread: Jonah Berger’s STEPPS)
A recent example of viral marketing was when Adele performed in Munich in 2024 as it started raining, Adele chose to swap her heels for a pair of New Balances. This swap then went viral on TikTok and other socials with Adele fans loving her approach of simply being “herself”. This wasn’t seen as a marketing stunt as no one could have ever predicted it would go viral. This gives New Balance more credibility and it shows Adele as authentic and this unexpected moment sparked much more love for the brand.
Adele Notoriously has a very loyal fanbase and this sort of viral moment was not something planned but it really does reflect the importance of using viral moments to spread awareness about a brand. Understanding the importance of authenticity can be the difference in whether a viral moment leads to improved credibility and sales for a brand and just another generic marketing campaign in which the consumer is already expecting.
This Adele moment was spontaneous and and relatable as many people are forced to change their attire based on the weather. This is an example of strong emotional resonance which is what led to the moment becoming viral and causing a rise eWOM that a traditional ad couldn’t match. (Atleti 2019) emphasises this authenticity from celebrities communication with their audience as the key to driving consumer engagement. Adele’s Authenticity in this moment is the reason the clips went viral.
References:
(Moghddam 2024) Scroll, Stop, Shop: Decoding Impulsive buying in social commerce/ Journal Of Business Research, Available at https://www.sciencedirect.com/science/article/pii/S0148296324002807
(Atleti 2019) Tweeting with the stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth/ Journal of Interactive Marketing, Available at: https://www.sciencedirect.com/science/article/pii/S1094996819300556
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