brand glossary: viral marketing

Viral marketing or viral advertising, is a method of product promotion that relies on consumers marketing an idea, product, or service. It uses platforms like social networks to increase brand awareness by getting people talking, for those conversations to continue to circulate and replicate through sharing, and spread in a short period of time. It can be delivered by word-of-mouth or through technology platforms. Although the initial idea is delivered by a brand, viral marketing is replicated by people through their own networks, and in some cases are incentivized to do so. People can share videos, games, ebooks, images, personal challenges and messages, although the most creative viral marketing campaigns enable various personalized ways in which to pass on the message.

See also: Buzz Marketing, Word of Mouth