Marketing strategies are built on competitiveness. Are you a small business with a respected brand in a local market? If you are, at least one or more companies want to leave you in the dust. To gain and hold your place, your marketing plan should include one of the latest trends that is going viral. Literally.
Virality Defined
Posts go viral when content (app, article, blog, email, game, podcast, social media post, song, video, etc.) spreads quickly and reaches a large audience. Some people post an online video or story, usually on a social media site, and are surprised to learn they have made an emotional connection with hundreds, then thousands or even millions of online users – the post’s popularity soars, as it receives likes, shares, and comments. This is a fast way to engage potential and current customers.
Can you use the power of virality in your marketing plan?
Characteristics Of Viral Content
If you’re working hard to increase engagement but can’t come close to the popularity of Baby Shark Dance, don’t be discouraged. A lot depends on the platform you choose (TikTok vs. YouTube, Instagram vs. Facebook).
Organic, genuine content usually gets more attention than paid advertising. Going viral is also dependent on your organization’s numbers; for example, teenager-owned online business Enchanted Scrunch garnered 25 million likes and shares when her video went viral. Her sales increased to 500/week. But a leap from a dozen likes or shares to 100 is virality for most small companies.
Key qualities of viral content posts are:
- Connected – The internet is a solitary space, so people appreciate content to which they relate. Customers will pay more for a product or service sold by an online “friend” rather than buy from a lower-priced but emotionally unavailable company.
- Consistent – Develop and include a signature image or phrase in all content. For example, social media chef Drew Cooks suggests a recipe – “Let’s make an omelet,” and always concludes with, “Shall we?” Brand recognition can include visually appealing logo placement in easy-to-share content.
- Distributed – This is very important: To go viral, content should be distributed among social media sites. “After publishing your content, your first stop should be the social media sites like Facebook, Twitter, and LinkedIn, but don’t be afraid to venture out to other content hubs like Reddit, Mashable, or Digg,” says Forbes, and the global media company admits that 73% of its own content doesn’t get shared.
- Easy – Viral posts make their point but use simple language. They are easy to understand; easy to read. Your target should be a fourth-grade reading level. You can test content comprehension free on https://hemingwayapp.com/.
- Helpful – How-to content and practical, actionable information are usually headlined with “hacks,” “tips,” and other knowledge-based process words. But it’s more than sharing expertise. What you know should make their lives better.
- Positive – Negative political posts can go viral among certain audiences, but Science Direct research indicates that inspirational, hopeful, and joyful content posts, particularly videos, are more likely to be liked and shared.
11 Tips To Make Content Go Viral
Before you design a content marketing campaign, identify your target audience. These are the people most likely to find your product or service relevant and useful; they’re the users you seek. Learn about their:
- Demographics – Age, education, family type, gender, income, and location
- Habits – Browsing, device preferences, purchases
- Preferences – Hobbies/preferences that align with your brand
- Psychographics – Challenges, goals, pain points, preferred communication modes, values
Every time you distribute a post, restructure your content to integrate with each social media network. Your content must be appealing to every audience.
- Averages indicate viral videos become viral within 24-48 hours of posting. Videos with the highest share rates are shared within 60-90 seconds (Facebook), 15-30 seconds (Instagram), 21-34 seconds (TikTok), 30-50 seconds (YouTube shorts), and 3-5 minutes (YouTube standard).
- Be consistent. Try various “publishing rhythms” to discover what works best.
- Connect with current events and popular trends.
- Encourage interactivity by including quizzes, polls, and calls to specific action.
- Open with a hook. Get their attention quickly with compelling copy and/or visuals.
- Prioritize the social media platform or site where your target audience is most represented, but don’t neglect other networks.
- Repurpose and refresh content. Re-structure content for various networks and keep it timely and/or date it for relevance.
- Resonate with your users by offering practical solutions to everyday situations.
- Storytelling appeals to many audiences. If your audience is well educated, facts and numbers will be appealing. However, the majority of your target audience will respond positively to interesting, relatable narratives.
- Strive to evoke strong emotions; joy or sorrow, elation or anger… Powerful emotions will increase a post’s likes and shares.
- Write unselfishly and without ego because it’s all about them.
‘Who Manages Your Socials? They Look So Good!’
Converting likes to shares and followers to customers can give you the competitive edge in today’s volatile market. Modern Marketing & Media’s services include social media management. Contact us now, and let’s develop a digital roadmap to help you go viral.
