Only 15% of viral campaigns get passed along, according to JupiterResearch’s “Viral Marketing: Bringing the Message to the Masses” report.
JupiterResearch found that as a result of so few viral campaigns catching on, viral marketers plan to decrease their “influential” targeting by 55% over the coming year.
Emily Riley, a JupiterResearch analyst and co-author of the report, said in a BtoBMagazine
article that viral marketing can still be effective at reaching new prospects. She said the problem is often poor content.
“Are you giving people a reason to be viral?" Ms. Riley asked."The biggest reason [readers pass your e-mail along] is giving readers something that their friends will get something out of. Is there value? Is there a discount? These are things that matter.”
JupiterResearch detailed other checkpoints for viral marketers, including making content easy to pass along, using the right mailing list and attaching messages to blogs or microsites.