What is Viral Content?
Viral content is content that is spread at a large scale on the Internet, either through social networks, email, instant messaging, etc.
This is my favourite video to illustrate the subject:
With the ease of the Internet and social networks to spread ideas and content, the term viral is used for content that is massively distributed through social networks and blogs and even by more traditional media.
Viral contents are usually those that appeal to emotions or that work very well in the search for insights.
Most of them are of a humorous nature and usually never born with the intention of becoming viral content.
Most of this type of content is created by anonymous users with no intention of mass dissemination, but to share it with friends or acquaintances who are the ones who, considering that it is a material that deserves to be shared, spread it in turn among their acquaintances, who then do the same, until it is shared hundreds of times and becomes massive.
For brands, getting one of their contents to go viral is a great success and one of their main objectives when launching a campaign. However, getting a viral content is not easy.
If you want to know how to make a video viral on YouTube, don't miss this post.
Why does content go viral? Great people in history have tried to answer the oldest of questions. Today we do our best to find and answer.
Why doesn't my content go viral but my clueless competitor's does? As so often, science gives us the answer.
1. Long live long content!
Longer content is more successful than shorter content, despite mobile browsing, despite the fact that our attention span is decreasing…
Maybe it has to do with the fact that 16 times more articles of less than 1,000 words are produced than articles of more than 2,000 words, and you know, differentiation is the first step to success.
Even so, and although your posts don't have to be unnecessarily long, it would be great that if you are going to touch on a topic you propose to treat it in as much depth as possible: you will provide more value, you will touch on more topics, you will be able to capture more long tail traffic and science says that your article will be shared more. Do it for her!
That doesn't mean you should stop making 100-word meme posts. Variety is the spice of life, and it's not always worth it to write long articles: sometimes the time it takes is not worth the benefit.
2. Always put images first
Images in posts make articles more shareable; shattering, isn't it?
Well, although it is something quite obvious, it is always good to have the empirical confirmation that after spending half an hour writing a post and an hour and a half looking for the perfect photo (which in the end is the one you saw after 3 minutes, but you have been lowering the bar more than finding better images), at least the effort has served to make the content viralize better. In fact, they are shared on Social Media approximately twice as much as those without images.
3. With Social Media in mind
Social Media is the main cause of your content going viral. It's what can take your content from a slight cold to the bubonic plague (keeping with the viral metaphor and all).
But is your content optimized for Social Media?
- Add Facebook Open Graph: Directly related to images, displaying Facebook thumbnails (image, personalized text, etc.) automatically multiplies the viralization capacity of such content a lot, and how is this achieved? Simple. Add the following code to the HEAD tag of your pages:
- The image should be that image of the post we want to highlight.Want to know more about the Open Graph? Check out Facebook's guide on Open Graph to squeeze the possibilities of this format in your blog.
- Add images on Twitter: Again, a discovery as surprising as it is fascinating: Twitter posts with images have more engagement.
4. Add feeling
We always say that you have to put love in your content, but where we say love we could also say irrational and uncontrollable hate: the important thing is that you put feeling and your post transmits something.
Curiously, the 3 emotions that work best in the field of content viralization are surprise, laughter and entertainment.
On the other hand, the least profitable emotions to write about are sadness and anger, so try to let that ray of sunshine in you write, nobody likes to read a bitter person.
In the end, keep in mind that people are looking for content that defines us, that allows us to bring value to our networks and share the things that matter to us. Play to it.
In the study they also found that some of the best performing content has been the “Find out what kind of woman you are” or “How old are you going to die” quizzes that come at the end of Cosmopolitan. It may be a bias of the American market, but I would dare to say that the phenomenon can be replicated in Spain (and that it is a niche with less competition).
5. Lists and infographics are a hit
When we segment by content type, the absolute winners are infographics and lists.
You know, very visual content and posts like “The 475 worst places to get locked up with your mother-in-law”.
One thing that is actually surprising is that articles like “How to measure better” or “What techniques don't you know” (i.e., posts that ask “what” and “how” questions) perform significantly worse than average.
This doesn't mean that we have to turn all our articles into lists and infographics, but that we order the information in a coherent way, not in huge blocks of text. Write accessible paragraphs, catchy headings, and use graphic resources often.
Rand Fishkin told us that useful graphic resources are better than infographics, and I totally agree, so I am quite convinced that an article with enough resources and well-structured content is shared just as well as an infographic or a list.
6. 10 is the magic number
According to The Hitchhiker's Guide to the Galaxy, 42 is the number that hides the meaning of life, the universe and everything else. According to this BuzzSumo study, it's 10.
Well, maybe it doesn't answer that many things, but it is the number that works best when it comes to making lists. In fact, the lists with 10 items were shared more than the second on the list, which was 23.
The final order of the numbers that work best for listing would be: 10 > 23 > 16 > 24.
It goes without saying that after this study we will probably see 300,000 contents using 10 and it will stop working so well. Be warned.
Except on Facebook, where people don't care who you are and don't respect Gods or men.
But in the rest of the networks, the contents that have a small bio of the author are more likely to be shared.
His bet is that on Facebook we share a type of content for entertainment and fun, while on other networks we tend to be more professional, or at least more serious, and for this the source influences, and a lot.
Here we must keep in mind that to write a viral content or a similar click hole based on Facebook it will not be very important to have a renowned author -or to have a simple author-, however, if our content is more serious or professional, it is not only important to clearly indicate who writes it and why we should pay attention to it, but also to indicate the sources of the article and resources that support our conclusions.
8. Surround yourself with influencers
Again, a news bomb: When articles are shared by an influencer, they are shared much more and therefore have more chances of becoming viral content.
In fact, if 5 influencers share your content, the average number of shares you get on Social Networks multiplies by 3. If only 1 influencer shares your content, the virality still increases by 30%.
What good does it do to know this? Well, it gives us a clue as to the importance of having friends in high places and building relationships with individuals who have a greater reach than us.
Review how viral content has been generated on the topic we want to develop so that we can try to replicate its success through the influencers who circulated it. Creating relationships with them (and other users who are not influencers) is the best way to make content go viral.
We have already insisted hundreds of times that we must share our content more than once if we want it to really work.
We are not going to expand on the reasons, because you have them in that post, but its conclusion is that after going viral the reach drops, and the best way to make it viral again is to relaunch it in our channels and get third parties to share it again, even reaching people who did not reach the first article.
A challenge, but the only secret of content marketing is continuous effort, you should already know that.
10. Tuesday: the best day to launch content
Or at least that's the conclusion of the BuzzSumo study. After this, as we said before, maybe it's not Tuesdays anymore.
Our recommendation will always be the one we have always given: If you don't know which is the best day to share content on Social Networks, first measure and then do whatever you want, because everyone says one thing.
Characteristics of Viral Content: What Makes Content Go Viral?
Viral content is content that spreads rapidly and widely across the internet, often through social media platforms, email, or other digital channels. While there's no surefire formula for creating viral content, there are certain characteristics that viral content tends to have. Here are the key characteristics of viral content:
1. Emotional Appeal: Viral content often taps into emotions like humor, inspiration, or surprise. Emotionally resonant content is more likely to be shared, as it elicits a response from viewers and encourages them to share with others.
2. Shareability: Viral content is easily shareable, often with just a click of a button. This means that content creators must ensure that their content is easily accessible and shareable across multiple platforms.
3. Timeliness: Timeliness is another key characteristic of viral content. It's often tied to current events or trends, which makes it relevant and timely. When content is timely, people are more likely to share it with others and engage with it.
4. Unique or Surprising Element: Content that has a unique or surprising element is often more likely to go viral. When content is unexpected, it captures people's attention and encourages them to share it with others.
5. Relevance to Target Audience: Viral content is content that resonates with the target audience. This means that content creators must have a deep understanding of their audience's interests, values, and behaviors to create content that speaks to them.
By incorporating these characteristics into their content, content creators can increase their chances of creating viral content. While not all viral content will have these characteristics, incorporating them into content can help increase the likelihood of creating content that resonates with the audience and goes viral.
Types of Viral Content: Diverse Ways to Go Viral
Viral content can take many forms, and the type of content that goes viral often varies depending on the platform and audience. Here are some of the most common types of viral content:
1. Videos: Videos are one of the most popular types of viral content, and with good reason. They allow content creators to tell a story or convey a message in a compelling and engaging way. Videos can be shared across multiple platforms and often have a high shareability rate.
2. Infographics: Infographics are a popular way to present complex data and information in a visually appealing and easily understandable way. They are easily shareable and can be used to convey information on a wide range of topics.
3. Memes: Memes are a type of visual content that is often humorous and easily shareable. They are often used to convey a message or make a point in a lighthearted way, making them popular on social media platforms.
4. Social Media Posts: Social media platforms like Twitter, Facebook, and Instagram are a prime location for viral content. Posts that are shareable, timely, and relevant to the target audience can quickly gain traction and be shared widely.
5. Interactive Content: Interactive content, such as quizzes, polls, and games, are a great way to engage audiences and encourage sharing. This type of content often has a high shareability rate and can be used to educate, entertain, or inform the audience.
While these are some of the most common types of viral content, there are many other forms that content can take. The key is to understand the platform and audience and create content that is easily shareable, emotionally resonant, and timely. By tapping into the right audience and creating content that resonates with them, content creators can increase their chances of creating viral content.
The Benefits of Viral Content: Why It Matters
Creating viral content isn't just about achieving fleeting internet fame – there are many tangible benefits that come with creating content that resonates with audiences and spreads widely. Here are some of the key benefits of viral content:
1. Increased Brand Awareness: Viral content is an effective way to increase brand awareness, as it can be seen by a large number of people across multiple platforms. When content is shared widely, it can help to get the brand in front of new audiences and create buzz around the brand.
2. Improved Engagement: Viral content often leads to increased engagement with the brand, as it encourages people to share and comment on the content. This can help to create a sense of community around the brand and foster deeper connections with the audience.
3. Higher Conversions: Viral content can lead to higher conversion rates, as it can create a sense of urgency and encourage people to take action. This might include signing up for a newsletter, making a purchase, or sharing the content with others.
4. Cost-Effective Marketing:*ñ Creating viral content is a cost-effective way to market a brand, as it relies on the power of word-of-mouth and organic sharing. This can be a more cost-effective alternative to traditional marketing methods like paid advertising.
5. Positive Brand Image: When a brand creates viral content that resonates with audiences, it can help to create a positive brand image. This can lead to increased trust and loyalty from the audience and create a sense of goodwill around the brand.
In conclusion, viral content can have a significant impact on a brand's visibility, engagement, conversions, and reputation. By creating content that resonates with audiences and encourages sharing, brands can achieve significant benefits without a large marketing budget. As the digital landscape continues to evolve, viral content will remain an essential component of effective marketing and brand building.
Strategies for Creating Viral Content: Tips for Success
Creating viral content is no easy feat, but there are strategies that content creators can employ to increase their chances of success. Here are some tips for creating viral content:
1. Understanding Your Target Audience: To create content that resonates with audiences, it's essential to have a deep understanding of their interests, values, and behavior. This means conducting research and gathering insights about the target audience to inform content creation.
2. Creating Shareable Content: Viral content is often shareable, so it's essential to create content that is easily shareable across multiple platforms. This might include creating content that is visually appealing, informative, or humorous, as these are often the types of content that are widely shared.
3. Leveraging Trends and Current Events: Viral content is often timely and tied to current events or trends. Content creators can leverage these trends to create content that is relevant and resonates with audiences. This might involve incorporating popular memes or hashtags into the content or creating content around a trending topic.
4. Utilizing Emotion: Emotion is a powerful tool in content creation, as it can elicit a response from viewers and encourage sharing. Content creators can utilize emotion by tapping into the audience's values and creating content that speaks to their emotions.
5. Telling a Story: Storytelling is a powerful way to create content that resonates with audiences. By creating a narrative or storyline around the content, content creators can engage viewers and encourage them to share the content with others.
By incorporating these strategies into content creation, content creators can increase their chances of creating viral content. However, it's important to remember that there's no surefire formula for creating viral content, and what works for one brand or audience may not work for another. It's important to experiment and test different strategies to find what works best for your brand and audience.
In conclusion, creating viral content requires a deep understanding of the target audience, a willingness to experiment with different strategies, and a willingness to take risks. By creating shareable, emotionally resonant, and timely content, content creators can increase their chances of creating content that resonates with audiences and spreads widely across the internet.
Measuring the Success of Viral Content: Metrics and Analysis
Once viral content has been created, it's essential to measure its success and analyze its impact. Here are some metrics to track when measuring the success of viral content:
1. Reach: Reach refers to the number of people who have seen the content. It's an important metric to track, as it provides insight into how far the content has spread and how many people have been exposed to the brand.
2. Engagement: Engagement refers to the number of people who have interacted with the content, whether by liking, sharing, or commenting on it. High engagement rates indicate that the content has resonated with the audience and encouraged them to take action.
3. Conversion Rates: Conversion rates refer to the number of people who have taken a desired action as a result of seeing the content. This might include signing up for a newsletter, making a purchase, or sharing the content with others. High conversion rates indicate that the content has been effective in achieving the brand's goals.
4. Traffic: Traffic refers to the number of people who have visited the brand's website as a result of seeing the content. Tracking traffic can help to understand how the content has impacted the brand's overall online presence.
Once these metrics have been tracked, it's important to analyze the results and optimize future content based on the findings. This might involve tweaking content elements like messaging or visuals, or targeting different audiences or platforms.
In conclusion, measuring the success of viral content is an essential component of content creation. By tracking key metrics and analyzing the results, content creators can gain valuable insights into what works and what doesn't, and optimize future content for success. While there's no surefire formula for creating viral content, tracking metrics and analyzing results can help content creators create more effective and impactful content in the future.
The Future of Viral Content and Conclusion: What's Next?
The future of viral content is an exciting and dynamic landscape, with emerging technologies and platforms changing the way that content is created and shared. Here are some of the emerging trends in viral content:
1. Interactive and Immersive Content: Interactive and immersive content, such as virtual and augmented reality, is becoming increasingly popular in the world of viral content. These technologies offer new opportunities for creating engaging and interactive experiences for audiences.
2. Short-Form Video Content: Short-form video content, such as TikTok and Instagram Reels, is becoming increasingly popular among younger audiences. These platforms offer new opportunities for creating viral content and reaching new audiences.
3. Micro-Influencers: Micro-influencers, or individuals with smaller but highly engaged followings, are becoming an increasingly important part of the viral content landscape. Brands are turning to micro-influencers to create authentic and engaging content that resonates with niche audiences.
4. Sustainability and Social Responsibility: With a growing focus on sustainability and social responsibility, viral content creators are beginning to incorporate these values into their content. Creating content that aligns with these values can help to create a positive brand image and resonate with socially conscious audiences.
In conclusion, viral content is an essential component of effective marketing and brand building in today's digital landscape. By understanding the characteristics of viral content, creating shareable and emotionally resonant content, and measuring success through key metrics, content creators can increase their chances of creating content that resonates with audiences and spreads widely across the internet. As the digital landscape continues to evolve, viral content will remain an important part of effective marketing and brand building. By keeping up with emerging trends and continuing to experiment with different strategies, content creators can stay ahead of the curve and create impactful viral content that drives results.