MAKE IT VIRAL! WEBER SHANDWICK AT GIRLS GO DIGITAL

Wednesday 03 May, 2017
digital

Last week we had the pleasure of taking part in the Girls Go Digital event, supported by the Developing the Young Workforce team at the Glasgow Chamber of Commerce.

Our mission was to inspire the next generation of whizz kids to take up a career in the digital sector.

Being young females, proudly spending the majority of our time online, Marzena, Catherine and I jump at the chance to hold a workshop to inspire young girls.

But how are we supposed to inspire the most tech savvy demographic if they weren’t already excited about the world wide web of opportunity?

We knew that females rule the net – posting twice as often as men on Facebook, making up a massive 64 per cent of Instagram users and having more social media friends compared to their male counterparts. Yet only 26 per cent of the digital workforce are female. 

Digital

Even more importantly, we knew that this group had a whole host of digital skills already; we just had to make sure they knew it!

Instagram is a hop skip and a jump away from photoshop, posting on Facebook is essentially copywriting and constantly checking how many ‘likes’ your content has received isn’t too far removed from analytics.

Enter the viral campaign. Almost every other marketing and communications professional will be asked is to make something go ‘viral’. We’re no different.

Making something “go viral” isn’t necessarily something you can plan for. It’s a piece of content widely shared at a rapid pace, and there’s a number of factors that can contribute to that effect.

Is the content funny? Culturally relevant? What people are talking about? Or just someone holding a camera and pointing it in the right place at the right time?

While it’s not a dark art, there are guidelines we can follow which can help your content have the very best chance of becoming a viral sensation. Is it relatable? Watchable? Engaging? Dynamic, funny or new? Most importantly, is it sharable?

We spoke through these guidelines and shared various techniques with the students alongside some great examples to help them understand what viral marketing was all about, before giving them their very own task.

Make a yoyo go viral.

The girls had three techniques to choose from: were they going to create something visual like a video, would it be interactive or would they enlist the help of an influencer to help it soar?

They then had to choose a platform and come up with a content idea.

At the end of the session we were pleased to see every single group had an idea and they had already started planning their big campaign launches.

Satisfied our mission was completed successfully, we hope we helped the girls realise how much they already know digital and with the exciting career opportunities digital can provide, maybe some of them will consider it a career option?