The article explores the features and effectiveness of viral marketing tools in the Fast-Moving Consumer Goods (FMCG) industry. It analyzes how social media, influencer collaborations, user-generated content and meme marketing enhance brand visibility and consumer engagement. The study highlights the role of emotional appeal, shareability, and relatability in viral campaigns, emphasizing their cost-efficiency compared to traditional advertising. The findings provide valuable insights for marketing specialists working in the FMCG sector who are seeking to leverage digital trends in a competitive market.

Keywords: viral marketing, FMCG industry, social media engagement, influencer collaboration, consumer-generated content, WOM marketing.

Introduction. In today’s hyper-connected digital era, the process of building a successful food brand has undergone a seismic shift. Traditional advertising methods, once considered the cornerstone of brand promotion, have become less effective in capturing the attention of modern consumers who are increasingly selective and influenced by peer recommendations and social trends. Viral marketing, characterized by the rapid dissemination of information through digital platforms and user networks, has emerged as a game-changing approach to reaching and engaging large audiences with minimal costs.

The food and beverage industry, known for its saturated markets and intense competition, demands innovative marketing strategies that resonate with a diverse and discerning consumer base. Viral marketing offers the potential to create a strong brand identity, spark widespread interest, and foster lasting customer loyalty through the strategic use of social media, influencers, and user-generated content. However, the path to virality is not without risks. Negative virality, where campaigns inadvertently backfire, can harm brand reputation and erode consumer trust. Thus, understanding the key principles of successful viral campaigns and the nuances of consumer behavior is critical for achieving sustainable growth in this space.

The aim of this study is to explore which viral marketing technologies are demanded on the market and how they can be employed by brands within the FMCG sector to enhance consumer engagement, emotional connection and brand awareness.

The relevance of using viral marketing methods. Viral marketing has several advantages over other types. The distribution of viral ads is economically beneficial, as people voluntarily distribute your ads. Advertising usually requires significant investments. In the case of viral advertising, information is distributed for free. Even if the advertiser uses paid methods, the cost of services is many times lower than the cost of regular advertising with the same indicators.

Viral advertising shapes consumer attitudes. A trusting attitude towards the company and the brand is created. As it is known, in order to force a person to purchase a product, it is necessary to form a need for this product. A well-made viral product makes the problem relevant, and the brand is designed to solve it by influencing the emotional and personal attitude towards it.

Easier target audience reach. On television or radio, commercials are shown to consumers at a strictly defined time, which is carefully selected in order to catch the necessary target audience. The cost of error in this case is high. Information is distributed on the Internet at the convenient time for the user. The video saved by the user as a link can be viewed at any convenient time and any amount of time. It also becomes easy to measure the number of contacts through publicly available statistics services, such as Yandex.Metrica.

Complicity and involvement. Cold contacts and banners have ceased to interest advertisers. All brands have the same goal — to evoke emotion and be remembered. The variety of viral marketing tools, as well as the development of digital technologies, allows marketing specialists to come up with remarkable, out-of-the-crowd creatives that increase reach and attract new consumers. [4, p. 4–7]

Current viral marketing methods in 2025. In this article we present 7 viral marketing instruments (both traditional and digital) that brands from FMCG sector could use to create buzz and rapid sharing in their digital campaigns:

Electronic Word-of-Mouth (e-WOM). This is the digital version of recommendations, where customers share experiences online through reviews, social media posts or forum discussions. It works because people trust authentic opinions from peers more than traditional ads, making it powerful for credibility. FMCG brands can encourage customers to share experiences with snackable content. User reviews or unboxing videos work well for low-cost items like skincare or beverages, as peer validation drives quick purchases. [1, p. 66–74]

Social Media Viral Tools. These include hashtag challenges, trends or shareable short videos designed to spread quickly. Platforms like Tik Tok and Instagram amplify such content through algorithms, making it ideal for mass engagement. A brand could launch any challenge to involve people, for example, create a hashtag where users film creative ways to unbox their items. FMCG products thrive here because they’re affordable and impulse-driven.

Influencer & Ambassador Marketing. Brands collaborate with influencers or celebrities who promote products to their loyal followers. Since audiences trust these personalities, their endorsements feel more genuine than corporate ads. Collaborate with micro-influencers to demonstrate everyday products in relatable ways. FMCG brands benefit from nano-influencers’ high engagement rates for staples. [2, p. 10–15]

Guerrilla Marketing. This involves unconventional, attention-grabbing tactics like flash mobs or street art to create buzz. The surprise factor makes people talk about it, often leading to organic sharing online. FMCG products need high visibility; quirky stunts like this get shared while showcasing product benefits.

Referral & Loyalty Programs. Brands incentivize customers to invite friends (e.g., «Get $10 for each referral»). Gamification encourages participation, turning buyers into brand advocates. Offer free samples or discounts when customers refer friends — like a delivery brand giving a «Buy 2, Gift 1» promo. FMCG thrives on repeat purchases, gamified rewards turn routine buys into social sharing.

User-Generated Content (UGC) Campaigns. Customers create content (photos, videos) featuring the brand, often through contests. This builds community and authenticity, as real users showcase the product. FMCG products are visual and easy to personalize — UGC acts as free ads. [2, p.10–15]

Meme Marketing & Viral Humor. Brands humorously tap into viral internet jokes or trends to seem relatable. Memes spread fast because they are entertaining and easy to share. FMCG’s low-cost items align with meme culture’s spontaneity.

Peculiarities of viral marketing in the FMCG industry. FMCG items are inexpensive and frequently purchased, making them ideal for viral campaigns. Since consumers take little risk trying them, shareable tactics like free samples or meme-worthy packaging drive quick adoption. Keeping in mind that FMCG thrives on spontaneity, these instruments provide through viral challenges or influencer demos tap into instant gratification, turning social buzz into immediate sales. However, the fact that FMCG trends fade fast should be considered. Brands must act quickly with limited-time offers or meme-jacking capitalize on fleeting virality.

Global FMCG brands adapt campaigns locally. Consumers are more likely to engage with content that reflects their local culture, humor, or language. It makes the brand feel personal and relatable in each market. Also viral trends differ by region — TikTok dominates in the U. S., Instagram[*] Reels may work better in Europe, while in China they have their own social media like Douyin. Local influencers, dialects, or traditions create authentic connections that mass campaigns can’t replicate. Such campaigns ensure content spreads on the right platforms and resonate deeper than generic global ads, boosting conversion rates. [6]

Main research findings. Based on the analysis of the viral marketing techniques in FMCG industry data, the following key findings were identified:

1. Viral marketing significantly enhances FMCG brand visibility by leveraging shareable content that resonates emotionally and culturally with target audiences. The rapid dissemination through social networks and digital platforms ensures widespread exposure in a cost-effective manner. Localized strategies further amplify relevance, ensuring the brand stays top-of-mind across diverse markets.

2. Viral campaigns foster deeper interaction by encouraging active participation through user-generated content and interactive challenges. The two-way communication builds a sense of community and loyalty, making consumers feel personally connected to the brand. Real-time engagement metrics allow brands to refine strategies for maximum impact.

3. Viral marketing drives immediate sales by creating urgency through limited-time offers and incentivized sharing. The seamless integration of call-to-action elements in viral content facilitates quick consumer decision-making. Measurable data from digital campaigns enables precise optimization to maximize conversion rates.

In conclusion, viral marketing technologies are not only transforming how brands communicate but also redefining consumer behaviour in decisions of making purchases. Integrating modern viral instruments into brand marketing offers measurable benefits in engagement, response and sales conversion — making it a vital asset in contemporary international marketing.

References:

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[*] Products of the Meta company, which is recognized as an extremist organization in Russia.