As with all viral marketing campaigns, we must conceive of it with the user in mind. That's why things like the strange, humorous, unique, bizarre, weird, compelling and fascinating are the concepts that are used to inititate successful campaigns.
Now, even when these things are done, and are embraced by people, some campaigns stall or fail miserably by making their offering too hard to share.
The problem usually lies in so much focus being on the message, while eyes are taken of how it will be spread.
If someone can't do something with one click, you've probably just lost a huge portion of your potential campaign. There should be absolutely no steps that have to be taken that aren't intuitive to the user; nothing that can get in their way. Whatever type of forwarding mechanism you use, make it very visible to the one viewing it.
Let the fonts be as big as they need to be; have an extra arrow pointing to it if you have to; make your URLs simple to bookmark; let the download be quick and easy; let there be nothing that will interfere with a simple click to pass it on.
If your grandmother can't figure it out, make it so she could before you even begin. What a waste to send great content and something that people would love to share, to only have it fail because it's too complicated to figure out how to do it, or it takes too many steps. Don't let that be the thing that holds you back.
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