Задание
Прочитайте текст и выполните задания 12–18. В каждом задании отметьте цифру 1, 2, 3 или 4,соответствующую выбранному Вами варианту ответа.
Viral Marketing
If you work in social, chances are you’ve wondered or been asked how to go viral. It makes sense that so many businesses look at viral marketing as the ticket to social media superstardom. After all, who doesn’t want to get their brand and content in front of as many people as possible? Every day we hear about viral marketing, a new viral video, or content that has spread at the speed of light.
Viral marketing generates interest in a brand or product (and therefore potential sales) through messages that spread quickly from person to person. The idea is that the users themselves choose to share the content. Due to their speed and the fact that they make sharing easy, social networks are the natural habitat of this kind of marketing. The most widespread example in recent times is the creation of emotional, surprising, funny, or unique videos on the most popular social networking sites and channels.
Modern viral marketing on social can be illustrated by the popularity of social media memes or trending TikTok sounds. Think about how seemingly random phenomena like Baby Yoda, the Milky Way meme or the “It’s Corn” trend take over your social feeds out of nowhere. Memes get shared and promoted like crazy because they resonate with people. The same rules apply to viral marketing, when followers and customers share a brand’s content because it’s buzz-worthy. But while platforms like TikTok and formats like short videos have made viral marketing easier for brands, not all brands will achieve the universal reach they’re looking for.
However, virality can be a double-edged sword. It's important to remember that in this type of campaign, a large part of the control falls into the hands of the users and there is a risk that the message can be misinterpreted or parodied. On the other hand, a successful viral campaign can work miracles for your brand’s results.
The main benefit of viral marketing is that content spreads organically. That’s how viral marketing works. Your audience ultimately decides what’s worth sharing. Often, it’s about being at the right place at the right time (or rather, saying the right thing at the right time). You can’t really rationalize memes or crazes, such as the “does pineapple belong on pizza” debate. That said, marketers can set up their content for sharing by having a pulse on social trends.
Another big plus is that viral content is not invasive. In viral marketing, the social media user is the one making the decision to participate and share content, so it lessens the possibility of the brand coming across as invasive. Because of this, the perception of the brand and the interaction are significantly better, compared to more typical forms of advertising.
Likewise, there are certain cons. For instance, such content is timely. Although viral marketing campaigns have the potential to leave an impression on customers or the public, people have short attention spans for hot topics and trends. By the time one trend blows up, we’re often looking for the next craze. Brands should be wary of trying to repeat viral campaigns or exhaust a popular trend. Just because something’s hot now doesn’t mean it’ll have staying power for years to come. It’s the reason why brands aren’t still parodying the “Harlem Shake” or “Gangnam Style.”
Going viral means doing something that grabs the public’s attention. That doesn’t happen by accident, nor does it happen by playing it safe. Aligning your viral attempts with your overall goals will guide you toward creating meaningful content rather than just throwing something together and hoping that it sticks.
12. According to the author, viral marketing owes its popularity to …
1) the chance of becoming a social superstar.
2) having vast target audience.
3) loads of viral videos.
4) tickets to social media.
13. Why are social sites the best place for viral marketing?
1) Because people there can spread the content themselves.
2) Because there is a great number of entertaining content.
3) Because everything could be sold there.
4) Because people search everywhere for something to buy.
14. In para 3 memes are claimed to … .
1) paint in broad strokes.
2) get on your nerves.
3) ring the bell.
4) get cracking.
15. A double-edged sword in para 4 goes for …
1) being dangerous.
2) being hard.
3) being miraculous.
4) being ambivalent.
16. Which of the following benefits of viral marketing are NOT mentioned in the text?
1) Users choose the content themselves.
2) The content doesn’t spread aggressively.
3) The success might depend on circumstances.
4) It is the most trusted content.
17. The most common disadvantage of a viral campaign is the fact that
1) it doesn’t last long.
2) it cannot use musical hits.
3) it can be tiring.
4) it is all about luck.
18. What is the main conclusion that the author suggest in the article?
1) Viral marketing should be used with care.
2) Viral marketing can be a part of a successful strategy.
3) Occasional throw-ins can be rather beneficial.
4) There are good and bad sides to viral marketing.