Top Ways to Make Marketing Go Viral: Using Buyer Psychology

Some things seem ordinary to us until we learn a little more about them. For example, at first glance, a one dollar coin looks like all the others, but when it comes to its rarity and minting features, its value can increase many times over. That is why collectors are so interested in the 2000 Sacagawea dollar value, because some copies of the coin are literally hunted for. Why? It is all because its value depends on the rarity, history and perception that can make even the simplest thing desirable and very interesting.

This principle works in all spheres of our lives, i.e. in the world of collecting and in marketing. So, to make a product go viral, you must evoke interest, emotion, and a people's desire to share it with others. People do not just buy things, they buy stories, exclusiveness and a sense of belonging. Viral marketing is more than just about successful advertising, it's about a combination of psychology, consumer behavior and strategy.

So how do you get your brand discussed, shared and bought over and over again? Today, let us look at proven strategies that can help you turn an ordinary product into a sensation.

Strategy 1: Use Fear of Missing Out (FOMO)

• The essence in a nutshell: Create a sense of urgency by getting customers to act immediately.

People are afraid of missing out on a profitable offer. This psychological trigger forces us to make quick decisions to avoid being left without a coveted product or discount.

This principle is actively used by marketers in all spheres. When you see that there are a few hours left until the end of the campaign, your hand reaches for the “Buy” button. And when the online store says “3 pieces left”, there is a feeling that the product can disappear at any minute.  For example, Nike sells rare models of sneakers in a single copy, which are sold out in minutes, and Sephora offers customers exclusive beauty boxes, available only for one day.

To apply this principle to your business, you can use:

• Time-limited discounts that disappear after a few hours or days.

• Limited edition product collections that are produced in small quantities.

• Displaying the remaining quantity of items in stock to create a sense of scarcity.

• Exclusive offers for subscribers or first time buyers.

By the way, did you know that according to HubSpot research, urgency increases conversion rates by 332% if used correctly? This means that limited offers really work and can make your product go viral.

Strategy 2: Leverage the Power of Social Proof

• The essence in a nutshell: Show that your product is being chosen by others.

People tend to trust what is already approved by others around them. If we see a product being bought, praised, and used, we have more trust in it.

Social proof shows up in many aspects of our lives. For example, when a restaurant is full of people, we subconsciously believe that the food there is really good. Or when a cosmetic brand gathers hundreds of positive reviews, we want to try its products. This principle is also used in marketing: if a product becomes popular among influencers, celebrities or even ordinary users, it starts to spread on its own.

How to implement social proof in your marketing? First of all, don't post real customer testimonials on your website and social networks and encourage users to share their experiences (e.g. through contests and challenges).

Moreover, you can enlist the support of opinion leaders to talk about your product. Instagram, TikTok and YouTube have made social proof more important than ever. Today, people buy products they see in bloggers' reviews and from their friends, so if your product is being actively discussed, it increases its viral potential.

Strategy 3: Tell a Story

• The essence in a nutshell: Products with a story sell better.

Emotions sell better than facts. People don't remember technical specifications, but rather the feelings that products evoke in them. When we hear a story, the areas in our brain responsible for emotions are activated. This creates a participatory effect: we don't just perceive information; we literally live it. Studies show that emotionally engaged consumers are 71% more likely to recommend a brand to friends and 81% more likely to interact with content (Journal of Consumer Research).

So, Apple does not just sell phones, it offers “innovation in your pocket”, Tesla does not just produce cars; it changes the perception of transportation. Even in the world of collecting, coins become valuable not only because of the metal, but also because of the history associated with them. For example, the Coin ID Scanner app helps to find out the origin of a rare coin and determine its real value (which means it can create a story around it) to attract the attention of collectors and buyers.

How to create a story around your product:

• Tell how and why it was created.

• Share real-life use cases.

• Use emotion to generate interest.

A good example is TOMS, which sells shoes and donates a pair to every family in need. This story touches people and they are eager to share it.

Strategy 4: Create a Wow - Effect

• The essence in a nutshell: Break your audience's expectations. The greater the surprise, the more likely you are to be talked about.

Unexpectedness activates the orientation reflex mechanism in the brain - we automatically focus our attention on something new and out of the ordinary. Psychologists call this “pattern breaking”: when expectations don't match reality, the brain remembers the situation better. This explains why out-of-the-box advertising campaigns get many times more responses. But it's important that the shocking or unconventional move be related to your product and its value.

For example, Burger King once invited people to remove everyone who likes McDonald's from their friends in exchange for a free burger. The campaign caused a huge stir and thousands of discussions. And in Taiwan, IKEA created miniature copies of its furniture for cats and opened a special hotel where pets could “test” the goods. This delighted pet owners, who actively shared photos and videos on social networks.

To introduce a wow effect into your marketing, use unconventional advertising moves. Ordinary banners and videos no longer attract attention, so try flash mobs, pranks or provocative slogans. Break stereotypes - even boring niches can be served in an original way, for example, with funny commercials. Offer unusual promotions and gifts: sometimes a non-standard bonus is more interesting than an ordinary discount. If your brand can evoke sincere emotions, people will spread the word about it themselves.

Choose the Right Strategy for Your Business

Not every viral strategy is right for your brand. Success depends on the product, the audience, and even the current trend. The mistake many companies make is blindly copying other people's marketing solutions without considering their own peculiarities. To choose the right tactics, it's important to answer three questions:

1. Who is your audience? If your brand is aimed at young people, feel free to use memes, unconventional promotions and interactive content. If you work in the premium segment, it is better to focus on exclusivity and storytelling.

2. What emotions do you want to evoke? Viral marketing works on emotions: surprise, joy, delight, shock. Determine what feelings your customer should experience and strategize to elicit the right response.

3. What resources do you have? Some campaigns require a large investment, while others can be realized with minimal effort. For example, a surprise promotion can cost several thousand dollars, while a viral post on social media is practically free.

To help you with your choice, let us look at what strategies are appropriate for different types of businesses:

 

The Final Touch

Viral marketing is more than just attracting attention, it's about creating a moment that you want to remember and pass on. The usual advertising noise is quickly forgotten, while a bright idea with the right emotions triggers a domino effect. The key is not to please everyone but to find your own unique way to ignite your audience.