Emotions to Channel for Viral Potential

By: Karina Rocha

May 2,  2016

-POP-2

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Viral Content- How does it happen? 

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Most campaigns and content are built with the intention of generating buzz for product or brand, and with the further reaching dream goal of becoming viral.

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While there is no secret formula to creating a viral campaign, we as marketers can only learn lessons from past successful campaigns and look for similar characteristics to apply to our own marketing strategies.

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The most striking similarity we found from all viral content, is that they all made people feel something. Researchers and marketers alike will answer the same when you ask them this question: why do people share content? Because they are motivated enough by their emotions to want to share the content with others. The emotion that they will feel though, is completely up to you, and the message that you are trying to communicate with your audience in connection with your brand.

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So in order to get you started, we’ve compiled a list of emotions and related campaigns that have had that special viral charm.

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  1. Happiness and General “Feel-Good” Emotions 

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The most ‘feel good’ of campaigns, eliciting happiness in your campaigns and content is the most well received by all. Eliciting humor and adding a dosage of ‘cuteness’ in your potentially viral content is great strategy to apply to receive the best feedback.

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That’s exactly what Evian did in their campaign “Roller Babies” which is referred to by many as the most successful viral ad campaign. This video has been viewed over 123 million times, a response that definitely must have generated buzz for the brand

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So, what you learn from applying a positive mood in your campaigns, is that will be shared most likely because the audience finds it entertaining, cute, and or humorous.

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2. Sadness 

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At first you might think that channeling sadness may not have a positive outcome, but the truth is as with all things, when executed properly the payoff is worth it. The key is to center your product or brand in the best light possible.

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A brand that is notable for executing this successfully time and time again is Budweiser. Their “Best Bud” puppy commercials have had an overwhelmingly positive viral response. In this ad shown below, they advocate a strong message to avoid drinking and driving, that although does not illicit complete sadness in the end, it does make the audience pause to consider dire consequences of poor decisions.

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Lesson here is to apply this emotion to positively advocate for a greater message in relation with your product, and of course adding a puppy never hurts either.

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3. Inspire 

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Inspiring your audience with your product or brand is perhaps the most challenging but the payoff for this emotion is worth the effort. Associating viral content with your brand that inspires creates more than just buzz, it can have more lasting effects of creating positive correlations with the message you send in the content.

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The following ad campaign “Like a Girl” by Always generated a lot of talk and a lot of shares fro the message it told the audience. Viewed over 60 million times, it most certainly made an impact and reinforced positive perceptions of the brand as an ambassador for female empowerment.

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If you inspire your audience with your product, you will not only reap the benefits of social shares, but also great public image.

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4. Don’t make people angry

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We’re going to include the emotion of anger because sometimes campaigns go viral for all the wrong reasons. So avoid causing controversy in your ads, and while that may sound obvious it’s important to stress caution and consciousness at all times when producing content that will represent your brand or product. Negative publicity that is drawn to your campaign can create backlash and perhaps even legal repercussions.

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One such controversial commercial was produced by Coca-Cola. It was an ad featuring a group of young Americans sending ‘help and aid’ to a group of Indigenous people in Mexico. It was perceived as racist and culturally insensitive to many . In fact the ad received so much backlash, that it had to be removed from airtime and Coca-Cola even made a public apology.

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That’s why it’s important, should it turn that content you created may not be received as intended, you must remove it immediately and have you Public Relations team in place to remedy the situation as quickly as possible.

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What did we learn? 

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There are many approaches that one can take when striving for viral, but one thing is clear: you have to make you audience feel. Your particular brand and audience should help help you determine which emotion will resonate best with them. So get to your drawing board and also let us know in the comments below, what is your favorite ad campaign of all time?

5 Tips for Creating Visuals to Captivate

By: Karina Rocha

April 21, 2016

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We’ve thus far have given you plenty of examples and reasons to incorporate visual content into your marketing strategy but now we’re going to give you tips on just how to create it. Because while creating visuals may be simple enough, the real challenge lies in creating visuals that will captivate and propel a reaction. The internet is filled and saturated with content at this point so you have to make sure yours is standing out from the rest and achieving your goal.

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So in order to help you out, we’ve created these helpful tips and handy infographic to help guide you in the right direction.

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5-tips-for-creating-visuals

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1.Be original!!

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Now this one may sound obvious, but far too many times some marketers may try to replicate something that was very successful for someone else. This won’t work, your audience will see right though it. You must create a visual that will stand out from the rest, which is no easy task. New and refreshing content is what drives shareable content. Therefore extensive research and preparation is essential for successful visuals. (Click here to check out some of our favorite data analysis tools!)

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2.  Brand it!

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Ensure that your audience will be able to connect your content back to your brand. That’s why it is important to make your images unique yet with an underlying sense of familiarity.  This can be done as simply as making sure that your logo is in a clear and visible spot to using the same font or colors schemes. Take for instance Chipotle, their witty taglines, simple grey background and trademark font their ads send a clear message- We are Chipotle.

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3. Get Straight to the Punch!

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Use very little words! The less words you use, the more impactful it can be. Images coupled with longer text are less likely to be shared or even read entirely for that matter. So choose your words carefully because the first glance is pivotal to whether or not your content will captivate your audience. Comedy and wit are typically the key elements to integrate, but of course if your brand markets to a more professional and serious audience then keep that in mind.

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4. Narrow your tools!!

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With so many tools out there, it’s essential to find out which one works best for you and stick with it. Using too many different tools and continuously altering between them can slow your ability to master a single one and having a go-to will also help you develop those key “brand-able” elements we talked about earlier!

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5. Listen to what people are telling you!

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Remember to read your comments and take count of the amount of shares or likes different posts receive. All of this is key info. If they liked it, you’re most likely on the right track! DO make more of it. If your audience takes particular interest in a certain piece, it’s important for you to take notes of why it may have been successful. This also applies to listening to what your audience didn’t respond to positively as well. In those cases, it’s important to act immediately and perhaps even remove the content should it be unintentionally offensive.

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Although these tips may sound simple, the most successful visual content is just that – simple. Trying to be over the top and elaborate has the potential to backfire your efforts. So, focus and narrow in on your goals of what you message you’re trying to send, who are you trying to tell, and how. Once you define these goals and combine our tips, then your images are on track to captivating. If you’re interested in reading more helpful content on creating visual content, click here to check out these other helpful tips!

4 Brands Maximizing Instagram for Visual Marketing

 

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Source: Unsplash

A picture is worth a thousand words and Instagram is no exception. Beyond cat memes and Doug the Pug, this photo-sharing app is a powerful visual marketing platform that should be a part of every brand’s marketing strategy toolbox.

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As of September 2015, Instagram has reached a whopping 400 million users worldwide. With this many people, it is crucial for B2C brands to post visual content on Instagram, not only to engage directly with consumers, but also to personify their brand, create powerful storytelling, and to remain relevant.

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Source: Shortstack

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At the end of the day, to be a successful brand on Instagram, it all boils down to a science. Many brands are on Instagram, but only a select few have mastered the science behind this tool and have seen results in doing so.

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Here are 4 brands that have become Instagram experts and can teach us all a thing or two about creating visual marketing content.

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1.Nike

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Nike’s growth and success on Instagram stems from it embracing a fit and active lifestyle in its marketing strategy, instead of direct product promotion. With inspirational posts that feature people being empowered through Nike and descriptions to match, Nike’s key message always shines through: what matter’s is being active, not running a marathon.

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A message like this is influential for many of Nike’s customers whether it’s a seasoned runner or someone who is just starting out, because the idea is to get up and get moving; all that’s needed is a little motivation to “just do it”.

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Not only is Nike’s Instagram game strong in creating inspirational content, but it also has a knack for thinking outside the box. The brand’s creativity jumps off its Instagram page. Just take a look at this post:

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Source: @Nike 

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Ironically, this post has little to do with its shoes, but its creativity has connected with nearly everyone who embraces a fit lifestyle and is also a foodie. Nike’s breakfast post is its most liked picture on Instagram, receiving over 900 million likes and counting. The brand’s creativity sets it apart from many other brands in its category.

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2. Starbucks

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When it comes to user-generated content, Starbucks is king. Starbucks knows how to connect with people to build its engagement on Instagram. At 7.8 million Instagram followers, this brand goes far beyond trying to sell a cup of Joe. The focus of the brand is on its consumers and how Starbucks’ fits into their lifestyle.

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Starbucks’ posts are almost always someone holding up their Starbucks’ drink, surrounded by beautiful scenery. This speaks to its followers, because it creates a story around the product. The imagery created by users is simple; yet it evokes a strong connection with everyone who identifies Starbucks as part of their daily lives.

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Starbucks’ Instagram personality is perfectly summed up in its bio: inspiring and nurturing the human spirit—one person, one cup, and one neighborhood at a time.

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Source: @starbucks

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This Instagram post, submitted by Brita Lynn Thompson @blynnxoxo, was the 2014 Starbucks’ White Cup contest winner. A year later, its regram garnered 308,000 likes on Instagram.

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3. Red Bull

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Another brand that has Instagram all figured out is Red Bull. Known for its daring brand personality, Red Bull has taken its Instagram page to the next level by selling its brand, not its product.

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With little to no promo of its energy drink products, Red Bull has amounted 4.3 million followers on Instagram. So what’s the secret to Red Bull’s success? Red Bull’s visual content on Instagram speaks volumes to its consumers, because it is action packed with high quality images. Check out Red Bull’s latest post:

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Source: @redbull

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This brand’s visual marketing strength on Instagram is not only because of its high quality content, but also because it strategically partners with and sponsors many sporting events. This strategy gives Red Bull a leg up, because it is able to connect with a segment of its target audience. It also posts user-generated content from these events on its Instagram page, giving its consumers the opportunity to do the promotion for it.

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4. GoPro

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GoPro is the master of storytelling on Instagram. At 8.2 million followers, GoPro knows how to take user-generated content and run with it. Similar to some of the previous brands mentioned, GoPro’s marketing strategy on Instagram isn’t plagued with its product. For GoPro, it is all about the lifestyle and the brand – and that’s enough. Just look at this post:

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Source: @gopro

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A distinction between this account and other brands, is GoPro validates the users’ images it shares on its page by tagging the account in the post’s description. The recognition between this brand and its followers encourages every GoPro fan to go out and be their own photographer.

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So what can we conclude?

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It’s safe to say, there’s a trend among all the brands that have seen success on Instagram: embracing the brand as a lifestyle. To check out more brands that are Instagram #goals, click here: http://blog.iconosquare.com/top-14-brands-instagram/