The essence of Virality – the ALS way!

All digital marketing gurus will tell you about 20 (plus or minus five) things that you should do to get your message across and how to ensure more and more people view it.
But, how do you really do this? Consider many videos, messages and feeds which have gone viral. These all have just the basic key elements common. If you take a step back, and connect your messaging (very deliberately) with your overall digital strategy, you will see the common factors are:

  • A Cause – that people can relate to. Or a need that people see getting fulfilled.
  • The Content – that touches people’ emotion somehow. Either in terms of goodness, something shocking or the best of the lot – humour
  • and the Hook – something that makes people do the share and the like. The content itself can, of course. But, the desire to show people “I did it” is even more powerful.

    Now, take a quick second and think about the ALS IceBucketChallenge. You have surely seen a few videos, or maybe actually have taken up the challenge and in return challenged some other friends too. Has all the three elements embedded. Its a cause, important enough for people to relate to. The content is humourous for sure, almost every time. The hook is of course, you can challenge other people by taking up this challenge. The only difference is that in this case it is not just one video which is going viral, but the message. That is what one finally cares for anyways…and this is brining in money (in donations).


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