Digital marketing has a significant influence on human behavior and psychology. In turn, it affects various industries through subliminal messages that change or form the opinions and desires of its users. This allows businesses to manipulate media in a way that attracts attention while encouraging demand for whatever they offer. As a result, once the influence of this platform was determined, there came a need to better understand its predictability.
In the infancy of the internet, it was determined near impossible to predict the chances of content becoming popular. Their virality was seemingly random as the developers of search engines and social media websites worked on an algorithm that might best serve the global population. However, through research, the system by which content was promoted became apparent to its users. Companies were able to determine the importance of SEO services in their campaign to become the first search result whenever there was a relevant inquiry about their business.
Before this discovery, digital word of mouth, organic growth, and the development of algorithms seemed to be the main concern of researchers and content creators. After all, the media online started to become monetized as a source of income for those who produced entertainment on certain platforms. Eventually, advertisements found their place back into the eye line of those who used their devices every day. These spaces became valuable parts of any digital marketing campaign.
Digital Word Of Mouth
Just like any network, information traveled on social media through word of mouth. People would link each other videos, news articles, or funny images to spread ideas in their circle of peers. Through this digital word of mouth, entertaining videos such as Rick Astley’s “Never Gonna Give You Up” music video became integrated into the culture, and a new kind of media was promulgated into society. Memes were the epitome of viral content like how they are today.
Popular content became popular because people shared them. They were never forced to watch a video or click on an advertisement to increase the views it had. When someone shared a link to a story, it would only become well-known if enough people had read and shared it through their emails, timelines, or personal messages.
If the content is discovered by an individual who promotes it with their peers and receives enough interaction to increase the attention toward the story, video, or image, it will experience organic growth in terms of its virality. This is because the content was never promoted as part of a digital campaign. Instead, it drew the attention of the public through its disruptive or relevant value.
For content creators to achieve organic growth, they often produce something that people can relate to or that they will be shocked by. Advertisements become successful when they tug on their audience’s heartstrings or when they become disturbing enough to talk about. It takes an extra leap of creativity to produce either but this effort is often rewarded by an appreciative audience online, no matter how niche it may be.
As the developers of search engines and social media websites workshop their algorithms on their users, a common goal was to grab the attention of the public long enough to keep them entertained on the platform. Even though this may not be true for all websites, it is a generalization that can be proven true by the addictive nature of interactions.
Through the last decade and a half, how content became viral was at the mercy of whatever the website’s algorithm preferred. For example, lengthy videos and active creators were often preferred because they encouraged users to spend more time on their platforms. This provided them with the avenue to monetize the network they created.
A positive impact of these changes is how content that you might have never discovered becomes a recommended form of entertainment whenever you log on to your social media of choice. It makes it easier to discover ideas outside your circle, removing any limitations to your exposure to new media. When you are looking for something that you need, it will also allow you to see businesses that can assist you.
Content virality may no longer be unpredictable but it can still surprise people on the internet. There are more content creators today than ever before, as the urge to connect becomes stronger. The previous assumptions of virality continue to be pressing points when analyzing the interactions with online material, meaning that human nature still has a say in what can be popular.