Maximizing the Moment: The Power of Viral Communication
Published on Oct. 31, 2024 at 1:33 p.m.
By Megan Renzi.
Curious about the buzz surrounding viral moments? They might just be the game-changing tool in public relations that brands need to catapult their growth.
When a piece of content goes viral, it spreads quickly across social media platforms and is shared by thousands or even millions of users in a very short period. Social media influencers often take advantage of these moments to establish their online presence and grow their personal brands. Take Addison Rae, for example — she successfully leveraged her viral dance fame in 2019 to build a career and transition from TikTok star to pop star. Since her initial viral moment, Rae has generated consistent social media buzz, elevating her brand to a level that now allows her to share the stage with major artists like Charli XCX.
Brands can undergo similar transformations by learning from influencers’ rise to fame and incorporating the power of viral communication into their next campaigns.
Navigating the viral landscape
Dr. Eyun-Jung Ki, a professor in the Department of Advertising and Public Relations at The University of Alabama, teaches a course on viral communication that helps students understand the fundamental ideas and factors related to going viral.
“When content goes viral, I think it creates an opportunity for brands to amplify their key messages and also generate media coverage and interact with customers in real time,” Dr. Ki said.
She warned that there are some scenarios brands need to consider and be prepared for when dealing with the rapid pace of viral communication. For example, when a brand’s product goes viral, user-generated content surrounding the product might also get heightened exposure, influencing the brand’s messaging. “They [the brand] need to set the tone, not somebody else,” she noted.
To control a viral narrative, Dr. Ki advised having a social media team monitor audience reactions around the clock and respond in real time. Ultimately, understanding what to craft and how to craft content is crucial for effective viral communication, “but not many companies have that,” she added.
The NowADays viral formula
At NowADays Media, viral marketing experts have crafted a secret sauce to make content contagious. Co-founder Anthony Zummo shared that his drive to focus on helping clients achieve viral moments through an agency came from the challenge of connecting influencers, viral moments and brands. “It’s inspiring to untangle those knots and figure out how to bring everything together,” Zummo said.
The trademarked Social Scripting process, known as The NowADays secret sauce, came from an ethos Anthony Zummo and his partner have shared for the last 12 years. “We don’t want to force-feed ads down people’s throats,” he explained. Instead, Social Scripting grabs attention online by focusing on emotions that make people take action. Zummo described his thought process: “How can we get the users to stop, entertain them, educate them, and then how can we get them to perform our desired action?”
The effectiveness of this process can be illustrated through NowADays Media’s campaign with the Calm App, which uses meme culture to promote the app organically on social media. By taking a popular meme format and pairing it with relatable captions like “me without the Calm App,” the campaign achieved viral success by reaching the target audience at the right time with the right message while connecting to pop culture. “If you followed a single meme page on Instagram, you couldn’t open it [Instagram] any day without seeing it,” Zummo shared.
Seeding success for viral growth
Content seeding is another strategy that can promote the viral growth of a campaign by spreading content across the internet. The Viral Seeding agency relies on its strong relationships with blogs, websites, and influencers and its experience in content seeding strategy to help its clients to seed content.
Founder Lee Kennedy-Washington explained, “We find that some brands don’t have the resources or skill sets in-house to amplify a campaign at launch, which is where using an agency like ours helps. We’re able to manage the seeding on their behalf to maximize the success of the campaign.”
Seeding contributes to viral success by amplifying content reach. “This is achieved by getting outlets with large followings to share the campaign, which increases opportunities for discovery and sharing,” Kennedy-Washington said. “Seeding can kick-start the viral spread of content, especially when compared to a simple ‘upload and pray’ approach.” Distributing content across social media, high-traffic websites and blogs will significantly boost reach and awareness, ensuring it will be seen, shared and spread among the campaign’s target audience.
The PR power of going viral
In today’s digital landscape, viral moments are crucial, as a single piece of content can transform anyone or anything into an overnight sensation. For brands seeking growth in this evolving media environment, understanding the dynamics of viral communication and partnering with agencies that specialize in effective campaign strategies are essential.
As new platforms emerge and algorithms shift, viral content will continue to evolve, but the impact of a well-timed viral marketing campaign will remain powerful. Those who take advantage of the reach and engagement offered by viral communication can thrive, positioning themselves exactly where they envision.
The benefits of going viral extend beyond social media influencers. Every brand has the opportunity to amplify its message — it just needs to seize the viral moment.
