Viral content is a hot commodity. It seems like every other day there is a new viral video or photo that is circulating around all social media platforms. Amplified throughout the pandemic, viral content can truly be make or break for some businesses. Going viral can put your name on the map or maybe even save your dying business. In many ways, going viral can be a great thing for any brand or product. So the million dollar question is how exactly do you do it? Is there a science behind going viral?
| THE GOOD |
Millions of eyes on anything definitely has its pros. Exposure can be everything for a business. It increases top of mind awareness, it increase brand presence, and it ultimately should increase the amount of people talking about your product or service. All of these things, whether negative or positive, ultimately make your brand more talked about and in turn puts you on more peoples radars. In many ways, that can be a good thing.
| THE BAD |
While going viral certainly has its advantages, it also has it disadvantages. It can potentially pigeonhole your brand and forever alter the way you will be perceived by consumers. Because going viral usually involves only one piece of content, whatever that piece of content is can seemingly represent your whole brand to people who don’t know you. For that reason, you want to design your viral content well. The viral aspects have to be there, but you have to maintain the integrity of your brand, your values, and the way you’re positioned in the marketplace. At the end of the experience, you want be able to control the integrity of your brand even if you can’t control the community’s response.
| HOW TO GO VIRAL |
Now you’re probably wondering; who the heck are these people and have they even gone viral? Well, no. We are learning, listening, and adapting just like you. We have all had content before that has performed really well. And we have had content that has flopped. The difference is that if you’re creating content with the key viral aspects, it is generally more likely to perform well and is more likely to ultimately go viral. The instinct aspect involved is always followed up with strategy. We haven’t necessarily gone viral yet, but we hope with consistency and strategy, we can produce something that will explode. That being said, here is our strategy to viral content.
1. Be A Listener
To know what is happening, you have to listen. When creating and brain storming potentially viral content, you simply have to be up to date in the minute by minute news. Be on socials every single day. Look at what’s trending and keep an eye on all platforms. Over time, you will pick up on overarching patterns of content and how it’s trending. This is ever changing and there is of course always ebb and flow, but generally you can pick up on micro and macro trends in viral content.
2. Use Visuals to Draw People In
So many studies have been done on visuals and how they can make or break the attention your consumer gives to a piece of content. We won’t go on and on about those, but be sure that your visuals are eye-catching, out of the box, and visually stimulating. Your visuals are going to be what catches your consumer’s eye.
3. Use Captivating Language
Great visuals matter but they don’t keep your audience around to consume the whole post. You have to follow up your content with captivating language. Your copy should be captivating but also concise. It should be engaging but not too much. Keep it interesting but also keep it easy to read.
4. Go Where Your People Are
If a tree falls in the forest and no one is around to hear it, does it make a sound? In other words, where are you putting out your content? Are you on a platform that your people are also on? The fundamental concept of going viral is being where there is an audience to watch you, so be sure you’re not only on a platform that has many users but you’re also on a platform that suits your personal brand and business.
5. Be Passionate
The last ingredient and most important ingredient to your viral mixture is to simply be passionate about whatever you’re doing. People can usually see right through inauthentic content or content done just for views or likes. Whatever it is you’re creating, be sure that it comes from within you (if you’re a personal account) or within the values of your brand if your creating on the brand’s behalf. People love passion and people love to see others passionate about things.
If your current marketing strategy just isn’t cutting it anymore, you’ve come to the right place. Our team of experts here at Blackwood Creative would be more than happy to work with you and help you meet and exceed your business goals. We’re in the business of building remarkable brands – yours could be next. Reach out to us today!