The essentials of planning, testing and distributing virals
In the age of user controlled environments, the challenge of creating and executing sustainable web viral content is in a league of its own. The difficulty of trying to break through the massive wall of online content to grab users’ attention is what separates viral marketing from traditional “push” marketing channels.
In previous WARC Online articles, we discussed the most successful viral campaigns and approaches to targeting virals. In this piece, we will outline steps for planning, testing and distributing viral campaigns. As set out in our recently-published book The Social Metropolis, each of these three areas introduces criteria which must be met in order to ensure viral content survives.