Social networks teach us: good content is content that delivers the viral effect. How to apply the secrets of viral marketing without compromising the quality of posts?
Until recently, the expression viral content was not clear to everyone and could be associated with movies or music. People who understood the benefits of virality sought to apply all the tricks and secrets to achieve this effect.
Nowadays the virality of content is a natural reference point and anyone who writes and posts content on sites, blogs, and social networks, try to reach it.
Achieving virality means getting the benefits of your efforts. In fact, it’s not a monumental task.
Viral content is a text, audio or video post that is distributed among a large number of people.
They read, watch, listen, share, comment and recommend it with pleasure. Knowing the basic tricks of viral content, you can make your post popular and be sure that the published content is in the news feeds on social media.
Here’s the example of a viral video that captured many Facebook and Twitter feeds last winter.
The plot with sweet teddy bears tells the touching story of an ordinary single day of Heathrow, the busiest airport in the world. The bears (they are turned into the real seniors at the end of the video) were spread around online space very fast.
Why do we need virality? Many may think that the essence of viral marketing is preferable for those who appreciate quantity, not quality. It seems discussable and depends on the specific case. Here are 7 reasons that briefly justify viral content:
You can find a lot of interesting viral examples on social media among evergreen content. Evergreen posts are posts that live long, they can be timeless and popular after a while and carry a certain value.
Example: How to create a selfie sticker on Instagram?
Example: 10 hot questions to the director
Example: Make $10K Month Click
Example: How SMM-service helps to save 3 hours in a week?
Example: 5 reasons to visit our new exhibition.
Example: The latest news about visual marketing and new opportunities for designers.
Example: What to do if your back starts hurting?
How to create viral content? We’ve combined 8 tips for those who are going to conquer social media viral marketing.
Understanding the audience is the initial task for everyone who plans to make a viral masterpiece. The main goal of any post is not just a “dry” ad or promo of a product or service. Any author needs to think about how to acquire emotions.
Try to achieve personification. Your post should not be a message from a faceless brand or company but from a human. After all, the Facebook profile of the prime minister and the 15-year-old teenager’s Instagram blog may pursue the same goals: to communicate and receive information. Be able to “reach out” everyone and create a universal emotional content.
Here’re 5 examples of emotions that can be used while creating viral content:
A positive emotion is a key to success. If you receive readers’ smiles, then the chances they will share your post probably increase.
You do not need to have the talent of Ellen DeGeneres but sometimes to cheer the audience is quite a good idea.
It is rather important to find the relevance of your post and to choose the best time for posting on Instagram, Facebook, Pinterest or other networks. For example, even the funniest video ever will not be appropriate on busy Monday.
Remember how many 2-years-old posts on Facebook you’ve this week? The audience of any social network, of any age and different interests sometimes tends to recollect interesting facts.
Marketers use this fact while thinking about creating viral content.
Try to recreate the story from the past. Perhaps, it will be quickly shared online.
Many social users share stuff about successful brands in order to create the association with this success.
The creators of viral content should always remember this fact. By the way, if Share button is placed next to the description of any successful product, then the probability of its purchase increases several times.
Socially significant topics are the evergreen content that will always be relevant online.
Any kinds of discrimination, environmental issues, and assistance to those who need it – are the topics that always get attention if they are presented sincerely.
Participate in important events: become a partner of a charitable action, write about a new city center for homeless animals, try your best in an ecological campaign, and so on.
It is difficult to be first, but sometimes you can react quickly and tell your followers something that no media has told. It is also possible to surprise the readers without any newsworthy event but with the help of a drama story. Sometimes you can pour a few drops into the fire without harm and achieve excellent virality.
Social networks can be the reflection of the followers’ inner world.
This is especially true for social media based on visual content. Instagram profiles can tell a lot about their owners. This can be properly used to create viral content.
Not all brands can achieve close interaction with their audience. For example, it will be difficult if you produce household equipment or landscape stuff. It’s much easier for such brands as Red Bull or Burn. Marketers involved in energy drinks promotion know exactly what, how and when to inform their customers.
Every day you can find different events and processes that are not planned by anyone and to which your competitors may not be ready.
You must always be ready to take advantages of any situation anytime.
Do you remember the famous sculpture of Homunculus loxodontus by the Dutch artist Margrit van Brevort? It seems like a lot of people know about the history of this meme and its virality today. But how did others use this topic? Some little-known toy factories began to actively gain followers on their social networks after sharing the toy copy of the sculpture. The posts (as the toy itself) quickly achieved a viral effect, and their authors received important marketing results.
The original characters accompanying your information message can be the reason for success and content virality.
What do you think about this example?
Very often viral content does not contain any value and just entertain. However, the usefulness of content can help get the cherished virality online.
It’s not a secret that posts with provocative content are of great interest among users. They usually get a lot of likes, reposts and comments. These videos or articles on Facebook or Twitter help to avoid monotony and routine in the daily online life.
This is a kind of continuation of the previous tip where it’s also important to know measures. Act against the rules, sometimes it’s worth doing.
Many followers will appreciate a text written against modern views or a video that breaks stereotypes. Even if you get many negative comments and start thinking about how to protect the reputation online – you will still be mentioned and quoted.
Yes, the truth is old as the world, but do not overdo your part. Social media content requires simplification, so be ready to easily adapt it.
You can determine the virality of your content in several ways. One of them is the calculation of viral abilities according to Metcalfe’s law, which helps to determine the potential for viral posts.
Metcalfe’s law states that the value of a network is proportional to the square of the number of connected users of the system (n2).
One more way is to use special tools for measuring the virality of your content, for example, AddThis. But the service captures the information if a user uses the widget it provided.
Finally, it is possible to understand the degree of popularity of content with the help of analytical tools and metrics that are offered by many available SMM services and applications. They allow you to manage multiple social media profiles and save your time. Here’s the way how KUKU.io does it:
To understand the viral nature of a particular post, you can estimate the number of likes, comments, reposts, clicks, attracted followers, etc. This analysis will not take much time but will probably help you to assess the popularity of posts and tell you what you need to make content viral.
These tips will certainly help to achieve the viral effect. Try to use as many of them as possible but remember that in many viral marketing examples the key role was played by chance and luck.