Apr. 23, 2023, | Updated Apr. 23, 2023
by Joshua Ngala @JoshuaNgala 

Everyone wants to promote their brand, but few know how to make their campaigns go viral. There are key principles of marketing that help businesses and marketers create content that is more likely to go viral.

In today’s world, it is generally accepted that word-of-mouth marketing can be a powerful tool for businesses to build trust and credibility with their audience.

With the rise of social media and online reviews, people have access to more information than ever before.

They’re more likely to trust recommendations from friends, family, and online influencers than traditional advertising.

Even though only 7% of word of mouth is online, word of mouth is 10 times more effective than traditional advertising.

Word of mouth didn’t start when the internet was invented. We’ve been sharing it for thousands of years.

Our ancestors would talk about where to hunt and which berries were poisonous. Remember that social is more than social media.

Viral isn’t luck or chance. There’s a science behind what makes something go viral.

In his book Contagious: Why Things Catch On, Professor Jonah Berger explains Six key principles that drive people to share all sorts of content, both online and off.

He uses the acronym STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories).

To tap into this trend, businesses and marketers need to understand the six key steps to word of mouth.

The first principle is social currency

People like to talk about things that make them look good or enhance their social status.

This could include luxury products, exclusive events, or insider information.

For example, luxury fashion brands like Chanel and Louis Vuitton often create limited edition collections or hold exclusive fashion shows that generate buzz among their target audience.

Such events are designed to make attendees feel special and give them something to talk about with their peers.

The second principle is triggers

Triggers can be anything from a holiday or special event to a catchy song or popular meme. People are more likely to talk about things that are top of mind or that they are reminded of.

For example, “Share a Coke” was a marketing campaign that Coca‑Cola GB launched in 2013 and 2014.

The Share a Coke campaign encouraged people to buy Coke cans and bottles with their friends’ names on them. This triggered conversations and social media posts as people shared photos of their personalized Coke cans.

 

The third principle is emotion

Content that evokes strong emotions, whether it’s joy, sadness, anger, or surprise will compel people to share.

Emotional content is more memorable and can inspire people to share with others.

For example, the ALS Ice Bucket Challenge went viral in 2014, raising over $115 million for the ALS Association.

The challenge involved people dumping a bucket of ice water over their heads and nominating others to do the same.

The challenge was emotional because it raised awareness for a serious disease, but also had an element of fun and challenge.

The donations spurred a massive increase in The ALS Association’s capacity to invest in promising research, the development of assistive technologies, and increased access to care and services for people with ALS.

The fourth principle is public

People are more likely to talk about things that are public or visible to others.

This could include a viral video or a popular social media post that has a high number of likes or comments.

For example, the “Charlie Bit My Finger” video had over 880 million views on YouTube before it was deleted from the channel and sold to NFT.

People love to share and comment on funny videos, and the popularity of the video made it even more appealing to share with friends and family.

The fifth principle is the practical value

Useful or practical information easily goes viral.

This could include life hacks, tips, or helpful advice that can make someone’s life easier or more efficient.

For example, the Buzzfeed article “21 Cooking Tips That Will Change Your Life“ has over 4 million shares on Facebook.

The article provides practical tips that people can use in their everyday lives, making it more likely to be shared and talked about.

The sixth and final principle is stories

People are more likely to share content that tells a story or has a narrative arc.

Stories are memorable and can help people connect with others on an emotional level.

For example, the Dove “Real Beauty” campaign tells the story of real women and their insecurities about their appearance.

The campaign resonated with women around the world and generated a lot of discussion about beauty standards and self-esteem.

As a marketer, you will spend a lot of time optimizing content for algorithms. But put more focus on your creative storytelling too. An effective strategy for connecting emotionally with your audience is brand storytelling.

Use content that is relatable, pertinent, and resonates with your target audience to create an emotional appeal.

Keep in mind to be consistent and genuine, and make sure your story is in line with the goals and values of your brand. Start with a powerful opening that captures your audience’s attention and succinctly conveys your brand’s message if you want to keep your story succinct and clear.

So, how do you use storytelling in your content strategy?

A compelling brand story should have three key fundamental elements: Status Quo(characters/buyer persona/audience), Conflict(the lesson on how the character transforms through challenge), and Resolution (a call to action/fulfilling purpose behind the story).

Just like your favorite books and movie characters, if you can craft a compelling brand story, your audience will remember who you are, develop empathy for you, and, ultimately, care about you.

Keep the audience in tone and mind.

Use the Golden Circle is a storytelling framework developed by Simon Sinek. It explains how successful leaders and organizations communicate their message.

It consists of three key elements: the WHY, HOW, and WHAT. By starting with “why” and working outward to “how” and “what,” the Golden Circle helps individuals and organizations connect with their audience on a deeper level.

The Golden Circle can be applied to any form of storytelling, from marketing and branding to personal development and leadership.

In the digital age, people were in complete control of the information they consumed, and they were sick and tired of receiving direct mail, email blasts, and cold calls.

Understanding the above six key steps of marketing can help businesses and marketers create content and products that are more likely to go viral and be shared by others.

By incorporating elements like social currency, triggers, emotion, public visibility, practical value, and storytelling, businesses can increase their chances of getting their message out to a wider audience and building brand awareness.

Word of mouth is a powerful tool, and by using these six steps, businesses can tap into their potential and create a lasting impact on their target audience.

Word of mouth can be both online and offline.