This document discusses viral content and how brands can capitalize on it. It defines viral content as any media that suddenly becomes an online sensation. It explains that content which evokes strong emotions like anger, happiness or surprise has more potential to spread widely. The document contrasts organic viral content, which spreads naturally, with manufactured content created by brands, and discusses the risks and rewards of each approach. It provides examples of both organic and hijacked hashtag campaigns to promote content or products. The key lessons are to capitalize on existing trends, create dialogue genuinely, and that viral content cannot be forced.

1. This is gonna be dope.

2. VIRAL CONTENT
Austin Munson, Nikki Nguyen, Jinny Nordquist
2015
(AND HOW BRANDS CAN CAPITALIZE)

3. WHAT IS IT
Viral content is described as any piece of media that suddenly becomes an online sensation.
The open forum nature of the Internet has allowed for this type of media to flourish.

4. LOGOS
Logic
Reason
Truth
ETHOS
Credibility
Trust
PATHOS
Emotions
Values

5. SOCIAL CURRENCY
EMOTIONS
TRIGGERS
PUBLIC
PRACTICAL VALUE
STORIES

6. THE EMOTIONS
Content that evoked more ‘high-arousal’ emotions (like anger, frustration, happiness,
or surprise) had the potential to be more viral, regardless of whether the emotions
were negative or positive.
//JOURNAL OF MARKETING RESEARCH

7. a
Use strong
emotional
drivers to make
people care and
share.

8. // SOCIAL CURRENCY
“Your ability to pass it on and riff
on it shows that you understand.
It’s the ultimate, subtle
insider signal: I know without
yelling that I know.”

9. RISK AND REWARD
ASSESSMENT
OF VIRAL ADVERTISING

10. ORGANIC MANUFACTURED
An existing trend that was
created naturally by
audiences and social
interaction.
A brand’s attempt at
creating their own
viral phenomenon through
self-created content.
CHARACTERISTICS:
High audience engagement
Low control over generated
content
Potential for higher authenticity
High risk
CHARACTERISTICS:
High control
Lower audience engagement
Less authenticity
Lower risk

11. USER
LED
A viral
advertisement or
interaction in which
the outcome is
controlled by the
participating
audience members.
CHARACTERISTICS:
Evolving
Unpredictable
Potential for high engagement
High risk
BRAND
HANDLED
A viral
advertisement or
interaction designed
with strict rules
regarding audience
interaction.
CHARACTERISTICS:
Structured
Predictable
Low audience engagement
Low risk

13. MANUFACTURED
VIRAL CONTENT

14. DOVE REAL
BEAUTY CAMPAIGN

16. “Women’s unique differences should be
celebrated, rather than ignored, and that
physical appearance should be transformed
from a source of anxiety to a source of
confidence”

17. Utilitarian
approach
Personal
values

18. ORGANIC VIRAL
CONTENT

20. vv
“My team knows we can’t just try and sell
people burgers, pancakes and eggs so we
try to feed them in other ways. Give them
a smile, a laugh or just a small memorable
moment.”
// Kevin Purcer

22. EXAMPLES

23. #HIJACKED

24. #susanalbumparty
THE PURPOSE
to promote Susan Boyle’s new album
release
THE OUTCOME
Su’s Anal Bum Party
THE LESSON
proofread everything

25. #CLitFest
THE PURPOSE
to promote the Chester
Literary Festival
THE OUTCOME
people get the wrong idea
about the festival
THE LESSON
abbreviations aren’t always ideal

26. #AskThicke
THE PURPOSE
for VH1’s Q and A with Robin Thicke to
promote his new album
THE OUTCOME
hashtag was bombarded with
questions about his treatment
of women
THE LESSON
people can be unpredictable

27. sdflk
Captialize on what
already exists.
sdflk
Create a dialogue with
genuine intentions.
sdflk
Viral content can’t be
forced.

28. That Was Dope
Also, thank you.