What You Should Do If You Go Viral

In today’s digital era going viral is not impossible and in fact it is happening more and more frequently as new media has become more popular than traditional media. It is a fascinating occurrence which is, more often than not, unpredictable and this is what makes it so exciting. If we were able to measure or predict the ability to go viral too much it would lose its essence and that sense of collective enthusiasm. Brands and media outlets try to tap into this sensation and if done correctly it works but if forced down people’s throats it can come across as inauthentic. The beauty of “viral sensations” is that they are usually just normal people (sometimes influencers who already know what their audience wants) who share content at the right moment on social media.

In this video I offer some guidance on how you can deal with going viral and what you should do to capitalise on your moment in the spotlight. Going viral does not guarantee long benefits unless you are willing to do the work and remember that you have to learn how to handle the sudden fame that comes with going viral. You don’t have to necessarily hire a publicist but you should definitely consider investing in media training. I made this video so that when the news cycles move on you have strategies and steps to ensure that you can take advantage of your “15 minutes of online fame”:

Here are a few recent viral clips that have lead to some exciting opportunities and exposure for the people involved.

This adorable video of Zoe Turner trying to speak to get Alexa to play her favourite song “Baby Shark” and it soon went viral across social media and achieved plenty of press coverage:

Osh with “My Yé Is Different To Your Yé” has had extensive media coverage from a viral clip that was posted on his instagram (which has since been removed) and might even end up with a music contract. Who knows? This twitter post suggests that the future is bright:

The Habituetoi collective went viral with this clip of them doing the Kupe Dance Challenge – their online influence has gone through the roof and they have gone on international tour…

 

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You may also like this piece on handling the fame of going viral: http://www.ronkelawal.com/2017/01/pr-advice-coping-fame-going-viral.html.

How Much Should You Pay Influencers?

Working with influencers has become an important part of the PR and branding building mix. By working with influencers brands can reach audiences that traditional advertising, PR and marketing campaigns might miss and the ROI can be very beneficial. Influencers very often have a captive audience, their followers have become their digital tribe and so whatever they showcase, discuss, comment on draws the attention of their followers. Influencer marketing therefore has become big business; in the UK alone “one in four Brits has bought a product as a direct result of social influencer recommendations – but 42% called for content creators and influencers to curb the fake news and offensive opinions” according to research from Golin (2018). This highlights the need for transparency from influencers and brands as advertising regulations stipulate that all paid for content should be made clear. If you are willing to pay for content creation the question that often arises, particularly for small brands, is how much they should pay for influencer marketing.  Brands are not always sure how much they should be paying or if they should be paying in the first place.

A few things to keep in mind as you watch this video:

  • Be clear on the audience you want to attract by working with an influencer of any size.
  • Always do your research and due diligence on them – do not get caught up in the follower count of an influencer.
  • Build a relationship with the influencers that you want to work with
  • Be respectful of an influencer’s platform – they cannot be dictated to.

This video will give you some key tips that you should keep in mind when building relationships with influencers. Watch and share your thoughts.

This infographic is a useful tool in understand the value of influencer marketing and includes some useful points to pay attention to including follower count vs engagement.

How Much To Pay Influencers