Almost unlimited possibilities of the Internet make life easier every day for billions of people around the world. Entertainment, science, work, building social relationships – these are just some of the areas that have gained a new dimension thanks to innovative solutions. The positive effects of this development are more and more noticeable also in the marketing world, where using the potential of social media, companies have a chance to implement viral marketing successfully. Read on to find out more.

What is viral marketing? – table of contents:

  1. What is viral marketing?
  2. How to make something go viral?
  3. The phenomenon of viral marketing
  4. Summary

What is viral marketing?

Viral marketing can be defined as one of the marketing techniques that focus on extending the brand’s reach by using the potential of social media and the communities built through them. Introducing this type of marketing, an entrepreneur consciously uses the power of the Internet to, often with little effort, effectively advertise a product or service, as well as attract new customers or retain those already familiar with the brand.

In its simplest sense, viral marketing is based on the skillful use of various social networks to instantly and efficiently spread a specific message most often using links. Attention-grabbing, often humorous or referring to current events content is spontaneously shared and passed on by Internet users. The biggest challenge for businesses, therefore, is to create content that is valuable and interesting enough that people around the world want to share it.

Thus, the traditional model, in which the entrepreneur tries to spread their message to the widest audience possible, has been replaced by viral marketing that motivates consumers to share content provided to them with others. As the very name suggests, an advertisement is to become a kind of virus spreading so quickly that it will eventually infect everyone.

viral marketing

How to make something go viral?

The success of viral marketing greatly depends on the quality of the shared content and a strong connection with customers on an emotional level. To be shared eagerly, a given advertisement must stand out from the rest and be extremely creative. Thus, implementing such a solution requires resourcefulness. It is also necessary to properly get to know your target groups. Being aware of what customers want and what they are interested in, it is easier for companies to properly tailor content to their preferences.

However, market knowledge alone turns out to be insufficient. Flooded with various ads from everywhere, consumers are often bored with the content they receive, even if it is theoretically in line with major market trends. With such a great volume of information, they seem to be attracted to messaging that entertains them and makes them laugh.

Companies that want to benefit from viral marketing, should constantly stay on their toes. It is also helpful to combine it with real-time marketing. In this way, by responding to current events, it is easier for brands to attract the customers’ attention and encourage them to share content that is currently trending.

The phenomenon of viral marketing

The phenomenon of viral marketing is based on the consumers’ involvement in the related activities. They are no longer passive individuals receiving the message, but actors who, to a large extent, shape it themselves. The brand’s role is then to initiate transmitting information about particular products by the users themselves. Thus, it can be said that the advertisement released as part of this strategy, rather than being promoted by the company’s employees, spreads on its own while attracting the buyers’ attention.

Such a solution is particularly helpful for startups that do not yet have a strong position in the market, and the publicity generated in this way gives them valuable exposure. Viral content shared by millions of people from various backgrounds increases the credibility of new brands.In addition, viral marketing does not require much money, which is a very tempting alternative for companies that count every little penny when starting out.

Viral marketing allows you to build a recognizable brand from the very first moments of its existence in the market. The requirement, however, is to create a sufficiently attractive and interesting message for customers. The advertisement must be creative enough to inspire the customer to share it with a wider audience. What is more, if the advertisement is emotionally charged, it is more likely to be remembered by your potential buyers.


Viral marketing can be identified as a kind of advertising without advertising. If carried out effectively, the strategy can make a budding brand famous fast and with little effort. However, the success of a viral marketing campaign strongly depends on the marketers’ creativity and resourcefulness. Customers, who are both recipients and creators of the shared content, also play an important role.

Read also: 4 event-marketing trends to look out for in 2023

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What is viral marketing? zofia lipska avatar 1background

Author: Zofia Lipska

With over 10 years of experience in digital marketing, Sophia not only knows the rules of this industry but above all knows how to break them in order to achieve outstanding and creative results.

The most important questions

  1. What is viral marketing?

    Viral marketing is based on the clever use of various social networks to instantly and efficiently spread a specific message most often using links.

  2. What determines the success of viral marketing?

    To a large extent, the success of viral marketing greatly depends on the quality of the shared content and a strong bond with customers on an emotional level.