One Reason Why Social Networks are Prime for Viral Transmission

A 52-week average of industry search terms by Hitwise produced the Top Ten Most-Searched-For Brands of 2006, with MySpace topping the list.

We all knew that MySpace and Social Networking in general was hugely popular, but this data can serve to put into perspective just how grand this revolution is. MySpace has beaten several prominent Web brands - some of which have been players since the start of the Web revolution.

In comparing the other brands in this top ten, there is an important similarity between them that serves to highlight the prominence of Social Networking sites as optimal hosts for viral content. If you take a look at the rest of the top ten, you see brands that deal mainly, or at least in a large part with, utility. Sure, some of the sites feed a recreational need as well, but only MySpace does this exclusively.

And why is this important? Because when a user is on MySpace, they are less purpose-driven and therefore less likely to pass by these ads. Additionally, they already in a capacity to easily pass on the viral message. Not needing to launch another application or page also makes them that much more likely to take the valuable step of passing on the viral message.

And you don't have to put it up on MySpace. As MediaPost points out, the smaller communities actually make up for their smaller number of users by providing more valuable ones with higher engagement levels.

Using Viral Video to Capture a Passionate Audience

As MediaPost, points out, it is more valuable to market to engaged consumers. Many corporations found success marketing using Web video during March Madness.

What makes this different than other marketing avenues? These users are not only actively, but passionately seeking out information. When they watch a video or click on a link, they are already in a frame of mind that is useful to marketers, and will be more likely to pass that enthusiasm onto the product or service.

So when deciding where to market your product, take it beyond demographics. Think passion! What do people love? What do people feel strongly about? For instance, there are those of us who feel strongly about their classic gaming roots and go ga-ga for Nintendo or even PONG. And then there are those who can't read enough about their developing infants, from names to feeding methods to... products which can help them develop - a logical expansion.

However, there are certain things that people are passionate about that you want to stay away from. Don't alienate yourself by advertising on a site that ardently promotes a certain view that others may be offended by. Just use common sense here and you'll be fine.