Viral marketing · Marketing

What other viral motivators do you know?

Dimitry Rotstein Founder at Miranor

July 6th, 2015

I've published a list of viral motivators (the underlying causes of every successful viral marketing campaign):

https://www.linkedin.com/pulse/10-viral-motivators-dimitry-rotstein

I've been assembling this list for a while now, so I think it's pretty exhaustive, but perhaps I missed something.
If so, then I'd appreciate any additions/modifications to the list.
If not, then I hope you will find this list useful for generating viral campaigns (I know I did).

Chris Pointon Internet Entrepreneur and Technologist

July 7th, 2015

Thanks for sharing this, Dimitry. It's a great list, and while there are quite a few resources on viral marketing, I haven't seen one assemble it this way before. 

One thought I had that might be an addition to your list is the notion of exclusivity - that I know something or have seen something that very few people have seen yet, or that only I can share. This might be because I'm on a special mailing list, or I'm an early adopter/beta tester for instance.

Another possible category is a mashup of two of your items: an "altruistic incentive" where I get exclusive coupons that I give to friends for their benefit, not mine (I benefit from their gratitude).

While we're on the subject of viral content/services, this post on Moz from a couple of years back stuck in my mind as it talked about the emotional factors going into viral content:

https://moz.com/blog/the-secret-recipe-for-viral-content-marketing-success

Dimitry Rotstein Founder at Miranor

July 7th, 2015

Thanks for the link, Chris. Very informative.

An interesting idea about the exclusivity too. Yes, that can certainly stimulate sharing.
Unfortunately, this can work only for a short while, because as the virality kicks in, the exclusivity will disappear by definition. But it can be a good way to seed the virality in the first place.

I can add another similar method - personal favors. For example, if a close friend of mine asks me to share his new product, I'll probably do it (and vice versa) regardless of the product itself. Again, this is good only for seeding, because the number of people who can do me such a favor is limited.

Dimitry Rotstein Founder at Miranor

July 7th, 2015

On second thought, there actually are cases in which exclusivity remains relevant no matter how many people share it. I managed to think of two examples: national pride and iPhone ownership. Added to the list.