Only a small portion of advertising goes viral. Why?

We are social beings, which is why we have the need to communicate and connect. Every day, we are surrounded by thousands of advertising stimuli that aim to reach our minds through communication and be remembered.

According to a study by Ipsos Global Trends data in 2020, up to 73% of consumers perceive advertising as annoying, and only 30% consider it a source of information to share with close associates. Despite this, we cannot deny that advertising sparks debates, initiates conversations, and makes us talk about brands, thus having enormous potential and expanding its reach. Ultimately, it creates a communication buzz around an advertisement.

Over the years, numerous studies have revolved around advertising and commercials. We aim to achieve the best campaign, one that attains fame and motivates people to discuss and share it, ultimately making a product go viral.

“The best advertising will always be that which is generated through word of mouth.”

Four fundamental characteristics displayed by the types of advertisements that capture the attention of the general public and, as a result, have a positive impact on paid advertising channels are:

Cultural Impact: The advertisement should not only promote a brand but also creatively reflect the world around us and the culture.

Creative Courage: Take the plunge and aim to astonish viewers with authentic and original content.

Positive Emotions: Create a sense of happiness and well-being in the audience, especially when it comes to visual sketches. Advertisements that generate an immediate emotional response are the ones that will endure and be remembered.

Don’t Fear Controversy: Generating controversy can sometimes be beneficial. While your advertisement should evoke positive feelings and communicate about a topic, promotion, or product, it’s not a problem if it doesn’t resonate with some consumers. Having haters demonstrates that the brand has managed to capture attention.

In our daily lives, people seek connection and conversation. Sharing our experiences and expressing how much we enjoyed them is why the best content ultimately translates into positive consumer experiences. Therefore, the key recommendation is to create a campaign that leaves a lasting impression and is worth talking about.