The ALS Ice Bucket Challenge has been one of the hottest topics on the Internet over the past month, with videos of all sorts of people hoisting buckets of ice water over their heads and dousing themselves in the name of charity.
The challenge has also raised jaw-dropping amounts of money in a short period of time for ALS research. It’s reported that the ALS Foundation raised $10.3 million in a single day, thanks to the popularity of the challenge.
So how does something so simple become something so viral and raise awareness and funds?
1. A low barrier of entry. What do you need to make a challenge? A bucket, ice, water, a smartphone to capture the video, and two minutes of your time.
Too often attempts at virality fail because they’re too complicated or too expensive. The goal is to get as many people as possible involved, so barrier of entry to participate has to be low.
2. A touch of urgency. According to the rules of the Challenge, you have 24 hours to accept the challenge, or you “have” to pay the ALS Foundation $100. Putting a limited window of time ensures that people won’t put off the challenge.
3. Built in viral mechanism. The ALS Challenge is a bit different than most viral campaigns, because you’re publicly challenging three other friends to participate. Also, it’s not an invitation; it’s a dare. There’s a lot more energy behind someone publicly saying “I dare you!” instead of “Try this!”
Read on for three more components of viral campaigns on OPEN Forum.
"Despite its widespread popularity, many small businesses aren’t utilizing Instagram to its fullest business potential," writes OPEN Forum contributor Angela Stringfellow. "Retailers post just 7.2 percent of their products on social commerce sites.”
Take advantage of the site’s influence and boost your brand’s value with this tip from Shari Theresia, co-owner of Los Angeles-based event staffing company Toast & Flute:
“To start, I researched and followed Los Angeles-based companies and people who I thought could recommend us to their clientele or would be interested in our services themselves. This included wedding and event planners, caterers, florists, event rental companies and event design companies. I was active on their Instagram accounts, liking their photos and getting on their radar.”
Read on for two more ways you can drive sales through Instagram.
A contest might sound like a great idea for a social media campaign, but if you don’t follow the rules, you may find the FTC knocking on your door, just like the marketing team at Cole Haan did when it launched a Pinterest contest to its followers.
These are the four things brands should consider when launching a contest on social media, particularly if that platform is Pinterest:
Read “4 Things You Must Know Before Running a Social Media Contest" on OPEN Forum.
We know why this tweet was so record-breakingly popular. But what makes an average Twitter user’s post shareable? Researchers from Google and Cornell University landed on a few answers after comparing two tweets sent by the same user, about the same topic, but with different wording:
For more insight (and links to the cool tools they made) visit OPEN Forum.