Strategi Media Sosial : Nadia Wasta Utami dan Ratna Permatasari (Komunikita Eps. 146)

Summary

In this video, the speaker dives into the six key elements of viral marketing on social media, as outlined by marketing professor Jonah Berger. These elements—Social Currency, Trigger, Emotion, Public, Practical Value, and Stories—are essential for creating content that resonates with audiences and spreads organically. The speaker emphasizes the importance of creating content that is shareable, emotionally engaging, practical, and relatable. By leveraging these strategies, individuals and brands can increase awareness and ensure that their content has the potential to go viral while aligning with their brand image and message.

Takeaways

• 😀 Viral marketing relies on six key elements: Social Currency, Trigger, Emotion, Public, Practical Value, and Story.
• 😀 Social Currency refers to the value people gain from sharing content that makes them seem informed, smart, or socially aware.
• 😀 FOMO (Fear of Missing Out) drives Social Currency by encouraging people to share content to stay updated and socially relevant.
• 😀 Trigger elements make content memorable, encouraging people to share it by using simple, catchy phrases or ideas.
• 😀 Emotion plays a huge role in virality; content that evokes strong feelings (humor, surprise, anger, etc.) is more likely to be shared.
• 😀 Public visibility is crucial for virality; content should be easy to discover and share across social media platforms.
• 😀 Practical Value content provides actionable tips or useful information that audiences can immediately apply in their lives.
• 😀 Stories (or narratives) make content more relatable and compelling, making it easier for people to share with others.
• 😀 Viral content can boost brand awareness but may not always align with the desired brand image, so brand image should be managed carefully.
• 😀 The success of a viral campaign depends on timing, relevance, and context; not all content will go viral, even if it follows the steps.
• 😀 Even if content goes viral and increases brand awareness, it’s essential to ensure that the brand's message aligns with the audience’s values and expectations.

Q & A

What is the main focus of the discussion in the video?

The main focus of the discussion is viral marketing and the strategies that can make content go viral on social media platforms.

What is 'social currency' in viral marketing?

'Social currency' refers to the value that content provides to individuals in social contexts. It's about making people feel 'in the know' or sharing content that enhances their social status, such as posting about current issues like politics or social causes.

How does FOMO (Fear of Missing Out) relate to social currency?

FOMO is a key aspect of social currency. People want to stay updated and be part of trending conversations. If they don't share or engage with viral content, they may feel left out.

What role does a 'trigger' play in viral marketing?

A 'trigger' is a cue that reminds people to think about and share the content. It could be a catchy phrase, campaign, or symbol that is easy to remember and relate to, encouraging people to spread it further.

Can you give an example of a successful trigger used in viral marketing?

An example of a successful trigger is Gojek's 'Cendikiawan' campaign. The term 'Cendikiawan' became viral and even entered the official dictionary due to its memorable and relatable nature.

Why is emotion important in creating viral content?

Emotion is essential because it drives engagement. Content that evokes strong emotions—whether joy, sadness, anger, or surprise—encourages people to share it with others, amplifying its reach.

What are some examples of emotional content that can go viral?

Examples include funny content that makes people laugh or heartwarming and sad content, like ads that tell moving stories. Content that stirs emotions is more likely to be shared widely.

What does 'public' mean in the context of viral marketing?

'Public' refers to how easily content can be discovered and shared by a wide audience. This includes making the content easily shareable through social media tools and ensuring it is relevant to the intended audience.

How can content be made more shareable on social media?

To make content shareable, it should be easily discoverable, relatable, and accessible. Features like Instagram's 'Add Yours' or popular hashtags make it easier for people to share content within their social networks.

What is the significance of 'practical value' in viral marketing?

Practical value refers to content that offers useful, actionable information or tips that people can apply in their everyday lives. This type of content is likely to be shared because it provides immediate, real-world value.

Why are stories important in viral marketing?

Stories are critical because they make content relatable and engaging. A well-told story not only captures attention but also makes it easy for people to share with others, helping the content go viral.

What is the difference between brand awareness and brand image in viral marketing?

Brand awareness is simply about people knowing the brand, but brand image is about how the brand is perceived. Viral marketing can increase awareness but may not always align with the desired brand image. It’s crucial to manage both aspects carefully.

Why should brands be careful about the type of content they create for viral marketing?

Brands should be cautious because viral content can sometimes have unintended consequences. For example, content tied to controversial issues can raise brand awareness but may not project the desired image, especially in sensitive times like elections or political events.

What impact does viral marketing have on social media strategy?

Viral marketing can significantly boost brand visibility and engagement on social media, making it an essential strategy for brands looking to increase their reach. However, the impact also depends on how well the content aligns with the brand's values and message.