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Elements of Virality!


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The elements of Virality decoded.

Published in: Internet

Elements of Virality!

  1. 1. Virality Decoded! By Gaurav Madaan
  2. 2. Virality “The tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another; the quality or fact of being viral” @gauravmadaan04
  3. 3. Components Virality has many strings attached, some identified, some still a mystery Identified components: - • A cause concerning millions (Not always) • Innovative exploitation of Hidden Equity (Not always) • PR in form of Bloggers coverage (always) • Influencers Network (always) - Evangelists Unidentified Components: - • Say X1, X2 etc. @gauravmadaan04
  4. 4. “This piece of content is developed after a research of 60 viral campaigns (predominantly Indian campaigns in Social Space)” @gauravmadaan04
  5. 5. Identified Component - 1 A cause connecting millions Normally this is a form of mass marketing, for any campaign to be successful it has to target masses. A cause that is recognisable by a million people at least. An example of this could be campaign called #LikeAGirl done by the brand always under P&G @gauravmadaan04
  6. 6. Few other campaigns based on same concept are: - Dove - What women think? Breaking Stereotypes #LastSelfie - Snapchat UnMuteMute @gauravmadaan04 By Ram ! Subramanian &
  7. 7. Identified Component - 2 Innovative exploitation of Hidden Equity Let’s stay in this space and understand equity first Equity is the expertise earned by an individual, thing, or an act over a period of time. It should have a following, it should be renowned. “If one keeps doing the same thing over and over again, that thing becomes associated with that person” @gauravmadaan04
  8. 8. Some examples of Earned Equity are: - Sachin Tendulkar! for Cricket CID - Thriller Series Corporate Culture Indian Superhero! Rajnikanth Manmohan Singh! #BeingQuite Sanskari Babuji @gauravmadaan04
  9. 9. “Equity does not have to be for an individual always, it could be for anyone, anything, a culture, a tradition, BigFatIndianWeddings are another example” @gauravmadaan04
  10. 10. Identified Component - 2 Innovative exploitation of Hidden Equity Let’s get back to decode this component! Elements: - • Innovative - Self Explanatory • Exploitation - Self Explanatory • Hidden Equity @gauravmadaan04
  11. 11. Hidden Equity By Hidden Equity i mean Equity which has not been exploited Now you will be able to decode the reason why Alok Nath is a hit, why Manmohan Singh is a hit, why Rajnikanth is a hit! @gauravmadaan04
  12. 12. Few campaigns based on hidden equity are: - Indian Mario by AIB Aadha 24 by TVF Caller NainaA tribute to Indian Ads @gauravmadaan04
  13. 13. India is a country where 50% of the population is under 30 years of age, hence topics like sex, entertainment, bakchodi etc. is widely accepted and shared! @gauravmadaan04
  14. 14. Viral Mantra - Find the hidden equity and use it for your brand @gauravmadaan04
  15. 15. PR in form of bloggers coverage • With almost more than 200 million users over internet, India is a content consuming economy • PR becomes an important part in success of any campaign • Google would continue to dominate Indian minds for another 2 years (i mean SEO) Identified Component - 3 @gauravmadaan04
  16. 16. Influencers Network • You need a network to initiate virality, for example a fan page like The Logical Indian with more than a million likes could be your evangelist • A person like Mahesh Srivats on twitter can be an evangelists for your brand • It’s all about earning your equity using other’s equity Identified Component - 4 @gauravmadaan04
  17. 17. • X1, X2 remains unidentified - I am still continuing my R&D for decoding the campaigns or successes like KOLAVERI DI • We just don’t know why it happened? • This simply means there are other components attached But the basic layout is ready for you to use, make sure you have these ingredients when you think of virality! UnIdentified Components @gauravmadaan04
  18. 18. @gauravmadaan04 Digital Entrepreneur, Consultant, Marketer WRITE TO ME or call @ +917838489791 to avail my services! Good Luck for your Campaign! Hope i added some value. Let me know if i missed something, feedback is an essential ingredient to human growth!