But, Will It Go Viral?

Flat design vector megaphone illustration.
SHARE
THIS



In this opinion piece OMD’s Head of Fuse and Word Melbourne, Anjana Mani, looks at our misplaced obsession with making content go viral, and why that doesn’t always guarantee consumer engagement and sales results.

Have you noticed how BuzzFeed, Pedestrian, Vice and many other top publishers manage to make their content appear to go “viral”? Have you also noticed how previously cool, calm and collected marketers are gripped by an undying lust for virality?

Just two hours ago I had someone ask me how we would ensure a campaign for an FMCG product re-launch was going to have a viral outcome. Not only did they want something that has no real news value to go viral, but they wanted it to go viral with all of the key brand messages attached.

When probed into why they wanted this to go viral, they responded with, “to drive sales, of course”. To which I responded with the following:

Going ‘viral’ is not an insurance policy to deliver your key messages and sales targets.

Giving your audience what they want on the other hand, will.

Let’s instead look at an optimised amplification plan, that puts all of the focus on the headlines and images that make a solid first impression on your audience.

This is about controlling the way we are presenting our content, with the headline and images delivering the all-important click through.

By creating alternative headlines and thumbnails for every piece of content and then pushing these out, we can get a sense of what people expect to hear from us and what language will drive the best result. This then delivers the amplification result and a suite of content learnings for the next piece of content that we push out.

According to an article on Upworthy, a good headline can be the difference between 1,000 and 1,000,000 people engaging with your content, and optimising images can do wonders for SEO.

So, not only will optimising and A/B testing drive results for this particular piece of content, clever marketers can take what they have learned and use it to guide all future content that they push out across multi-channels. This makes perfect sense, for us and for our clients.

The media we consume is increasingly fragmented and the way we consume this media is growing in complexity each day. I can’t tell you what I am going to find interesting in five minutes, let alone when your next campaign goes live in three months.

So, here is your challenge to consider an optimised amplification strategy and try to catch me if you can. It is important for all you marketers out there to think about the headlines and images that caught your attention today, what made you click and what didn’t, and how one simple click is being increasingly watched and more importantly listened to.

Noticing your reactions to online content will impact the way you create content for you consumers.

Please login with linkedin to comment

Kontented Prisons PumpTV

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]