Sep 13, 2016

How To Go Viral

written by Richard Lindsay

Have you ever wondered what the secret formula is for going viral? In today’s market, brands are always searching for the recipe for success when creating video content that has the potential to become contagious, and take on a viral life of its own. We have some top tips to help ensure that the content you create has the best chance possible to go viral.

Creating Sharable Content

You may question what exactly makes content sharable, or more specifically; what is distributable content? This is a term you may not have come across in your glossary of marketing buzz words, but one that you should very much be focusing on in your current strategy. Regular content and distribution now more than ever need to be intrinsically intertwined. One should encourage and feed the other. Marketers need to assess the best distribution channels to reach their audience, and create content that is actually valuable and sharable, by producing content that is tonally correct for the specific distribution network.

Simplicity is beauty, as is often said and when it comes to quality content, this is very much the case. The majority of sharable, contagious content has a simple and concise message at its heart. Usually, this message will be routed in a brand truth that is honest, reliable, believable and tangible. When people view content, they need to be able to genuinely believe in its message and ideas, so potentially confusing content should be avoided. Audiences don’t respond well to being misled and the opportunity for the truth to prevail, is almost instantaneous in such a socially driven world. It’s also very beneficial to be aware of, and embrace current and relatable trends within culture, and look at where this can influence the content you are creating.

Furthermore, one of the most important aspects when creating shareable content, is to ignite emotions, such as excitement, humour, or even anger and sadness. If people have an emotional response, whether positive or negative, they are much more likely to share the content, as content with emotional investment allows for deeper engagement.

Third-Party Content Publishing

It is often assumed that producing original and innovative ideas is the best way for content to be sharable. However, there is a lot of evidence to suggest that original content isn’t always necessary when it comes to building a large audience online. There are publishers whose content comes from third-party sources, such as Lad Bible and BuzzFeed. It could be argued that the content on these publications, are repackaged in original ways, but their distributable content strategies rely on producing third-party content. When considering this, marketers can certainly excel by creating their own distributable content strategy, and producing entertaining content that people enjoy, rather than being completely original.

Finding Online Influencers

One of the significant ways in getting your content distributed, is by using your digital channels, and contacting influential networks online, building a relationship with them, and getting them to share your content. However, the stumbling block to this idea is the question of how we actually consider which social media channels are genuinely influential. There are number of online tools which allow you to measure online influence, such as social scoring systems like Klout and Kred. These systems analyse data and create an influence score out of 100.

Also, there are other online applications, which allow you to find influencers for free, such as Followerwonk. The application collects data from Twitter, and analyses the social authority and number of followers, and details about said followers. Furthermore, Buzzsumo is particularly useful tool for finding influential networks through trending content. Overall, there are a variety of tools you can use to find influencers, who could share your content and potentially help make it go viral.