What is viral marketing?
Viral marketing is a strategy where brands create content so engaging that people can’t help but share it across social media platforms like Instagram, YouTube, or X. Think of it as digital word-of-mouth—it spreads fast, reaches tons of people, and boosts brand awareness without breaking the bank. The goal? Get your audience to do the heavy lifting by passing your message along to their friends, followers, and beyond.
At Brandwatch, we’ve seen how viral marketing taps into the power of online conversations. It’s not just about luck—it’s about crafting something that resonates. Whether it’s a hilarious video, a heartfelt story, or a clever meme, the best viral campaigns spark emotions and get people clicking that share button.
How does viral marketing work on social media?
Social media is the engine behind viral marketing. Platforms make it easy for content to spread with features like retweets, shares, and hashtags. Brands often kick things off with a post—say, a video on TikTok or a challenge on Instagram. If it hits the right note, users share it, their networks see it, and soon you’ve got thousands (or even millions) of views.
Take Spotify’s Wrapped campaign. Each year, they give users personalized stats about their listening habits. People love it so much they post it everywhere—Instagram stories, X threads, you name it. That’s viral marketing in action: simple, shareable, and tied to what people already enjoy. Brandwatch data shows these campaigns often spike mentions and engagement, proving social media’s role in making content contagious.
Why does it matter to your brand?
Viral marketing can put your brand in front of millions—fast. It’s cost-effective too, since your audience spreads the word for free. Plus, when friends share it, it feels more trustworthy than a paid ad. Our Consumer Research tool has tracked how viral hits like Dove’s “Real Beauty Sketches” boosted sentiment and awareness, showing real impact.
But it’s not all smooth sailing. If the message flops or gets twisted, it can hurt your reputation. The key? Know your audience, keep it authentic, and monitor the buzz with tools like Brandwatch to stay ahead of any surprises.
Examples of viral marketing done right
- Old Spice: Their funny “The Man Your Man Could Smell Like” video took YouTube by storm in 2010, racking up views and sales. It’s still a classic.
- ALS Ice Bucket Challenge: In 2014, people dumped ice water on themselves, shared videos, and raised $115 million for ALS research—all thanks to a viral push.
- Spotify Wrapped: Every December, users flood social feeds with their music stats. It’s a yearly ritual that keeps Spotify trending.
These wins show what’s possible when content catches fire. Brandwatch analytics often spot these trends early, helping brands learn from what works.
How to make your own viral campaign
Want to go viral? Here’s how to start:
- Know your people: Use Brandwatch to dig into what your audience loves—trends, emotions, or hot topics.
- Create something shareable: Make it funny, surprising, or useful. Videos and visuals often work best.
- Time it right: Launch when your audience is online and chatting—think holidays or big events.
- Add a nudge: Include a clear call to action, like “Share this with a friend!”
- Track it: Watch the spread with Brandwatch Consumer Research. Adjust if needed.
It’s not a sure thing—virality’s tricky to predict—but nailing these steps ups your odds.
Ready to get started?
Viral marketing is your shot at big reach with a small budget. It’s about sparking conversations and letting your audience amplify them. With Brandwatch, you can analyze what’s trending, craft a killer campaign, and measure the buzz in real time. Curious how it could work for you? Sign up for a demo today and see our tools in action.