Viral advertising

Viral advertising is promotional content that spreads because users share it with others, usually through social media. The business creates a post, video or challenge that people choose to pass on, so the message travels from user to user rather than only appearing in paid space.

Why businesses try it

Viral advertising can spread quickly and reach a large audience for relatively little cost. A single post can be seen by thousands of people who do not follow the business, because their friends shared it. For a small business with a tight budget, this can build awareness that it could not afford to buy through paid advertising.

It must be worth sharing

Viral content has to be engaging enough for users to share it, such as being funny, surprising or useful. For example, an independent skateboard shop could post a short clip of staff building a ramp from scrap wood and testing it. If other skaters find it entertaining, they share it and the shop's name reaches new customers. But there is no guarantee it will spread. Viral advertising is not free either: making good content takes time and money, and if nobody shares it, the business has spent both for little reach.