elements of virality!

Virality Decoded!By Gaurav Madaan

Virality

“The tendency of an image, video, or piece of information to be circulated rapidly and widely from

one Internet user to another; the quality or fact of being viral”

@gauravmadaan04

ComponentsVirality has many strings attached, some identified, some still a mystery

Identified components: -

• A cause concerning millions (Not always)

• Innovative exploitation of Hidden Equity (Not always)

• PR in form of Bloggers coverage (always)

• Influencers Network (always) - Evangelists

Unidentified Components: -

• Say X1, X2 etc.

@gauravmadaan04

“This piece of content is developed after a research of 60 viral campaigns (predominantly Indian

campaigns in Social Space)”

@gauravmadaan04

Identified Component - 1A cause connecting millions

Normally this is a form of mass marketing, for any campaign to be successful it has to target masses. A cause that is recognisable by a million people at least.

An example of this could be campaign called #LikeAGirl done by the brand always under P&G

@gauravmadaan04

Few other campaigns based on same concept are: -

Dove - What women think? Breaking Stereotypes

#LastSelfie - Snapchat

UnMuteMute

@gauravmadaan04

By Ram !Subramanian

&

Identified Component - 2Innovative exploitation of Hidden Equity

Let’s stay in this space and understand equity first

Equity is the expertise earned by an individual, thing, or an act over a period of time. It should have a following, it should be renowned.

“If one keeps doing the same thing over and over again, that thing becomes associated with that

person”

@gauravmadaan04

Some examples of Earned Equity are: -

Sachin Tendulkar! for Cricket CID - Thriller Series Corporate Culture

Indian Superhero!Rajnikanth Manmohan Singh!

#BeingQuite Sanskari Babuji

@gauravmadaan04

“Equity does not have to be for an individual always, it could be for anyone, anything, a culture, a tradition,

BigFatIndianWeddings are another example”

@gauravmadaan04

Identified Component - 2Innovative exploitation of Hidden Equity

Let’s get back to decode this component!

Elements: -

• Innovative - Self Explanatory

• Exploitation - Self Explanatory

• Hidden Equity

@gauravmadaan04

Hidden EquityBy Hidden Equity i mean Equity which has not been exploited

Now you will be able to decode the reason why Alok Nath is a hit, why Manmohan Singh is a hit, why Rajnikanth is a hit!

@gauravmadaan04

Few campaigns based on hidden equity are: -

Indian Mario by AIB Aadha 24 by TVF

Caller Naina A tribute to Indian Ads

@gauravmadaan04

India is a country where 50% of the population is under 30 years of age, hence topics like sex, entertainment, bakchodi

etc. is widely accepted and shared!

@gauravmadaan04

Viral Mantra - Find the hidden equity and use it for

your brand

@gauravmadaan04

PR in form of bloggers coverage

• With almost more than 200 million users over internet, India is a content consuming economy

• PR becomes an important part in success of any campaign

• Google would continue to dominate Indian minds for another 2 years (i mean SEO)

Identified Component - 3

@gauravmadaan04

Influencers Network

• You need a network to initiate virality, for example a fan page like The Logical Indian with more than a million likes could be your evangelist

• A person like Mahesh Srivats on twitter can be an evangelists for your brand

• It’s all about earning your equity using other’s equity

Identified Component - 4

@gauravmadaan04

• X1, X2 remains unidentified - I am still continuing my R&D for decoding the campaigns or successes like KOLAVERI DI

• We just don’t know why it happened?

• This simply means there are other components attached

But the basic layout is ready for you to use, make sure you have these ingredients when you think of virality!

UnIdentified Components

@gauravmadaan04

@gauravmadaan04

Digital Entrepreneur, Consultant, Marketer

WRITE TO ME @gaurav@geekotech.com or call @

+917838489791 to avail my services! Good Luck for your Campaign! Hope i

added some value.

Let me know if i missed something, feedback is an essential ingredient to human growth!