Although it is always difficult to measure whether a thing goes viral across different networks, I would argue that I have done so under controlled conditions at a high peak.
Here’s how I went:
I used the hyperlocal yodel app, where anonymous messages can be published in my own city.Because the interaction with yodel sits quite high, it is relatively easy to get into trending. Normally, however, jokes, sayings or other emotionally touching messages trend. Advertisements are usually reported quickly and removed by administrators. Therefore, it is easier to generate a viral spread without any discernible intention.
Now, of course, there are still enough ways to disguise an advertiser’s intention.For example, by infecting users with an idea and living it out outside the app. So you only have to do enough neutral arson with yodel to get users to leave the app.
I myself applied for a survey, which I disguised as a student project.So I spoke about the helpfulness of the primary student user base. In order to provide sufficient incentive for typing the stored link (with yodel no clickable links can be shared), I relied on the instinctive needs of the users – the sensational greed for the topic of sex.
Because it was about market research on a dating app, I conducted a survey on Google Forms and prepared it entertainingly (also visually) and voyeuristically.
In my yodelling post I promised funny questions about the popular topic of sex – intimate questions that could be answered without inhibition due to anonymity.
This fact attracted a lot of attention among users and led to lively comments.
To further stimulate trending, I used additional devices on which the app was also installed.This allowed me to push my own post with new comments. With this method, I was able to be at the top of trending.
Of course, this was not the end of the story.Because posts are only visible within my own city, I had to create a way to get feedback from other cities. For this I use a GPS app, with which the location of the end device could be manipulated.
Thus, I was able to make an adjusted contribution in every major German student city.The procedure was always the same and always led to the same result. So within a day I was able to infect all student cities with my contribution in parallel and direct the interested users to my form.
In the end, I reached almost 1,500 submitted results, which led to an overrun of the reserved capacities of the Google Server several times that day.As a result, the survey was partly unreachable, which led to disappointed reactions from yodel users.
Because at the end of the day, cities appeared in the log that were clearly outside the seeding area, So I concluded that the survey was being distributed by the well-known messengers.
This was obvious because some users mentioned it in the comments on Yodel.
My conclusion was clear.Applying via Facebook Ads or similar would certainly have cost me a four-digit amount for an equal result – this was clearly too much for a startup. I would also not have come to a result so quickly with social media marketing, without an existing basis. An equal result would have taken considerably more days.
Of course, the result could have been optimized if I had added a positive feedback loop to the form.Opportunities for sharing would have increased distribution, especially if the reward had been, for example, live insight into the result.
Since the experience hasn’t let me go since then, I’ve focused my energy on viral marketing and developed my own comprehensive solution.I am currently using this solution to attract new customers in a cost-neutral manner every day.
I hope I could give you a little insight with my description.