What is it that makes some products, behaviors, and ideas shared all over the world and seen by many millions of people? Is the product just naturally shareable? Is it simply a matter of luck? Does it all come down to good marketing? While certain products seem destined to capture the attention of the public, their popularity is often the result of intentional design and smart planning. Most of us can easily name a number of ideas and products that rapidly caught on among a large number of people. But how do companies actually create a contagious product?
Make sure your content or product is relevant to your target audience. Focus on topics that resonate with them and provide value. Find a unique angle or perspective that sets your ideas or products apart from the competition. This can help generate interest and make people more likely to share. Provide practical tips, advice, or solutions that people can apply in their lives. Actionable content is more likely to be shared as it provides immediate value. Utilize social media platforms to promote your ideas or products. Engage with your audience, share valuable content, and encourage sharing through incentives or contests. Develop content that is visually appealing, easy to consume, and shareable. Infographics, videos, and interactive content tend to perform well on social media. Encourage your audience to create and share their own content related to your ideas or products. User-generated content can help generate buzz and build a community around your brand.
Word of mouth has a bigger influence on what people share than advertising and marketing. It’s no secret that a well-planned advertising campaign can help create a buzz about a product. But advertising alone won’t guarantee that the product will become contagious. Rather, there’s a tried-and-true way to make large numbers of people aware of your product: word of mouth. While we might believe our online sharing is fairly insignificant, what we share actually influences the actions of others. Indeed, research reveals that word of mouth is the main reason behind up to one-quarter of all the purchases we make. Although traditional advertising can reach millions of people, potentially attracting many of them to a product, consumers are influenced more by a friend’s or coworker’s recommendation via word of mouth simply because they value their opinions above the assertions of advertisements. Another reason word of mouth is more effective than advertising is that it targets potential consumers more precisely. We recommend products and other goods to others, especially our friends, based on what we know about their tastes and preferences. You probably wouldn’t tell your teetotal friend all about your new favorite beer, for instance.
The reason we’re more likely to share high-arousal articles and videos is that they excite us. In fact, as long as we’re excited, almost any kind of arousal can prompt us to share. In one study, two groups of subjects were given the same article to read. The subjects of one group were instructed to run in place for a while before reading the article, while those of the other group were not. Another useful principle for making products contagious is to always consider their potential audience. While you might think that targeting as broad an audience as possible will increase the chances of something being shared, it turns out that products that are narrowly focused on a smaller, more specific group of people are actually shared more widely.
People love to play games and, when they win, it gives them a reason to boast to others, conveniently sharing a brand name at the same time. So, try “gamifying” your product to encourage consumers to engage with your product and increase the probability of them telling others about it. Don’t be afraid of making your audience sit up and take notice. The things that go viral tend to be those that arouse our emotions, thereby exciting us – e.g., anger, awe, humor. Try to stay away from so-called low-arousal emotions, like sadness or mere contentment, as these don’t seem to prompt people to tell others about them.
Making your ideas or products spread like wildfire requires a strategic approach that combines elements of marketing, communication, and virality. Here are steps to help achieve this:
Make sure your content or product is relevant to your target audience. Focus on topics that resonate with them and provide value. Find a unique angle or perspective that sets your ideas or products apart from the competition. This can help generate interest and make people more likely to share. Provide practical tips, advice, or solutions that people can apply in their lives. Actionable content is more likely to be shared as it provides immediate value. Utilize social media platforms to promote your ideas or products. Engage with your audience, share valuable content, and encourage sharing through incentives or contests. Develop content that is visually appealing, easy to consume, and shareable. Infographics, videos, and interactive content tend to perform well on social media. Encourage your audience to create and share their own content related to your ideas or products. User-generated content can help generate buzz and build a community around your brand.
Word of mouth has a bigger influence on what people share than advertising and marketing. It’s no secret that a well-planned advertising campaign can help create a buzz about a product. But advertising alone won’t guarantee that the product will become contagious. Rather, there’s a tried-and-true way to make large numbers of people aware of your product: word of mouth. While we might believe our online sharing is fairly insignificant, what we share actually influences the actions of others. Indeed, research reveals that word of mouth is the main reason behind up to one-quarter of all the purchases we make. Although traditional advertising can reach millions of people, potentially attracting many of them to a product, consumers are influenced more by a friend’s or coworker’s recommendation via word of mouth simply because they value their opinions above the assertions of advertisements. Another reason word of mouth is more effective than advertising is that it targets potential consumers more precisely. We recommend products and other goods to others, especially our friends, based on what we know about their tastes and preferences. You probably wouldn’t tell your teetotal friend all about your new favorite beer, for instance.
The reason we’re more likely to share high-arousal articles and videos is that they excite us. In fact, as long as we’re excited, almost any kind of arousal can prompt us to share. In one study, two groups of subjects were given the same article to read. The subjects of one group were instructed to run in place for a while before reading the article, while those of the other group were not. Another useful principle for making products contagious is to always consider their potential audience. While you might think that targeting as broad an audience as possible will increase the chances of something being shared, it turns out that products that are narrowly focused on a smaller, more specific group of people are actually shared more widely.
People love to play games and, when they win, it gives them a reason to boast to others, conveniently sharing a brand name at the same time. So, try “gamifying” your product to encourage consumers to engage with your product and increase the probability of them telling others about it. Don’t be afraid of making your audience sit up and take notice. The things that go viral tend to be those that arouse our emotions, thereby exciting us – e.g., anger, awe, humor. Try to stay away from so-called low-arousal emotions, like sadness or mere contentment, as these don’t seem to prompt people to tell others about them.
Making your ideas or products spread like wildfire requires a strategic approach that combines elements of marketing, communication, and virality. Here are steps to help achieve this:
- Create Remarkable Value: Ensure your product or idea provides exceptional value to your target audience. Solve a problem, fulfill a need, or offer something unique that genuinely resonates with people.
- Understand Your Audience: Know your target audience inside out. Understand their preferences, pain points, and behaviors to tailor your product or idea accordingly.
- Craft a Compelling Story: Develop a compelling and relatable narrative around your product or idea. People connect with stories, so use storytelling to evoke emotions and capture attention.
- Leverage Word-of-mouth: Encourage early adopters and satisfied customers to spread the word. Implement referral programs or incentives to motivate them to share their positive experiences.
- Utilize Influencer Marketing: Collaborate with influencers or experts in your niche who can authentically endorse your product or idea to their followers.
- Create Shareable Content: Produce content that's not only valuable but also highly shareable. This includes blog posts, videos, infographics, or memes that resonate with your audience and make them want to share.
- Leverage Social Media: Engage on social media platforms where your audience spends time. Be active, respond to comments, and use targeted advertising to reach a wider audience.
- Utilize User-Generated Content: Encourage customers or users to generate content related to your product or idea. User-generated content often has a genuine and trustworthy appeal.
- Build a Community: Create a community around your product or idea. Online forums, social media groups, or dedicated websites can foster engagement and word-of-mouth sharing.
- Offer Incentives: Run contests, giveaways, or promotions that encourage sharing and participation. Make sure the incentives align with your target audience's interests.
- Leverage Virality Triggers: Identify elements within your product or idea that trigger virality. This could be humor, curiosity, surprise, or a call to action that encourages sharing.
- Timing Matters: Release your product or idea at the right time to capture the zeitgeist or align with trends and events that are relevant to your audience.
- Use Guerrilla Marketing: Think creatively about unconventional marketing tactics that generate buzz and intrigue.
- Optimize for Mobile: Ensure that your product or content is mobile-friendly. Many people share content from their smartphones, so it should be easy to access and share on mobile devices.
- Measure and Iterate: Continuously monitor the performance of your efforts using analytics tools. Analyze what's working and what's not, and be willing to adjust your strategy accordingly.
