With reference to the TED Talk by Kevin Allocca “Why do videos go viral?”
In continuation to one of my previous blog posts on Viral Marketing, I would like to share how Integrated Marketing Communications (IMC) has positive influence over it!
Before we dive into the topic, let’s define what is IMC. It is referred as to all types of communications as well as messages linked together to the respective target audiences, through specific marketing tools used in the promotional mix.
Based on statistacharts, the amount in billions spent on desktop and mobile ads are slowly closing up the gap from 2011 to 2017. With the increase of mobile usage among consumers, it is sure that marketers are keen to advertise through such platforms to reach out to specific groups of people. One great example would be youtube. In my personal opinion, youtube just like many other companies commonly use this tool to promote new things which is opt in marketing email. For youtube, if you opt this, through your email, you will receive recommended youtube videos. (To be honest, I dislike receiving email notifications from youtube. So I decided to turn it off.)
Now, let’s rewind back to 2011. What was the first viral video you’ve came across youtube? Ever wonder how do some videos manage to get viral in the first place? When and what is the trigger point to the boom in popularity?
Based on Kaplan and Haenlein’s concept between word-of-mouth and viral marketing (2010), the three elements involved are the Word-of-mouth, the use of social media applications, and lastly viral marketing. Using this concept, it is applied back to Kevin Allocca’s TED Talk video.
Based on Kevin Allocca’s video, he explained that only a small percentage of videos go viral within 48 hours, and the three criteria for videos to go viral are:
- ‘Communities of Participation’
Tastemakers, the first point is defined as for example, a key influential figure that would cause videos to go viral through sharing. The second criteria is where users not only enjoy the videos, they want to be part of them as well. While unexpectedness is simply having the differentiating factor that makes a particular video stand out from the rest. One perfect example Kevin shared is the Nyan Cat.
With the examples listed above, I believe that IMC has an overall positive influence and it is the drive towards Viral Marketing. And viral marketing is a disease that spreads content to users very quickly, through positive word of mouth. Do you think there are implications on the use of IMC? Comment them below!