Viral marketing is the process of using peer-to-peer communications in order to rapidly spread information about a brand or message. The term ‘viral’ stems from the concept of a ‘virus’, a self-perpetuating phenomenon which infects whatever it comes in contact with, spreading itself in an expanding outward arc. Your message is the virus. The carriers are your audience.
People encounter specific data or ideas daily and pass it on to their friends and other people in their network. All things equal, one can say that information is shared more rapidly when the recipient has a strong emotional connection with the specific message. They adore it. They despise it. They are deeply puzzled by it. It makes them upset. It makes them happy.
Emotions are inextricably a component of social communication. As humans, we share our emotional experiences as a way to express our individuality and maintain our relationship networks. In a [1] 2007 Indiana University study (paywall), researchers pinpointed the six primary emotions with a strong influence on viral referral behavior.
These are surprise, fear, sadness, joy, disgust and anger. In many cases, the more disruptive the message, the sooner it is shared. Surprise, the first emotion, is an essential element of all viral marketing campaigns. It works as a foundation alongside other emotional triggers. Here are the researchers recommendations on each emotion:
- Joy. An emotion suited for irrelevant or fun brands and brands who want to revitalize their image. Suitable for products which promise life enhancement.
- Sadness. Suitable when seeking an immediate response to unfortunate events. Consumer reactions may result in short-term commitments instead of long term patronage. Best to balance sadness with messages of hope or change.
- Anger. Best suited for single issue campaigns that require an immediate reaction to perceived injustices experienced by the target market or general environment/society. Anger is a fleeting emotion and is not suitable for campaigns which require long-term action. Also does not work well with complex or subtle issues.
- Fear. An emotion that is a short-term response to a perceived threat. Must be used carefully and sparingly. Likely to receive mixed responses from target market and best accompanied by proposed solutions which solve the fear-causing problem.
- Disgust. Best targeted towards young males. Suitable for brands with a rebellious image. Should only be used intermittently to avoid unnecessary offense. Males are twice more likely to pass on messages involving disgusting humor than females.
The goal to understand the psyche of consumers has always been a goal for marketers who want influence people. Numerous studies have been conducted by academics/experts and they each give us a snapshot of how people within a specific demographic think.
But bear in mind that the few emotions mentioned in the study cannot define the parameters of each individual’s possible actions and hence, should only be taken as rough guidelines.
Human beings are far more likely to communicate ideas and information with others when they are emotionally engaged. Find the key issues that concern your audience and then inculcate them within your marketing plan to get an emotional response. But know that emotions themselves are fleeting and they can be exhausting enough to be abandoned over time.
I think the element of surprise, either pleasant or nasty, is incredibly important. It jolts people out of their habits of perception and can instantly trigger the instinct to share. This is something I’ll like to talk about more in a separate article tomorrow. Stay tuned!
Michael Findling | 
07 27th, 2008| 
