What Makes Content Go Viral?

The average Millennial spends about 6 hours and 45 minutes a day plugged into multiple devices and consuming content. So for businesses, creating engaging content is key; there is no better way to capture new leads, sell products and services, spread brand awareness, and build a winning reputation. But with so much competition and demand, content needs to be so much more than engaging to go viral.

Why Do People Share?

We share because we want to project a certain image of ourselves out to the world. So we’re far more likely to share content that is entertaining and makes us feel good. But it’s not just about fluffy kittens and puppies; we also share informative and topical content – as long as it reflects us positively. We may share controversial content, but if it is too extreme, it won’t appeal to a mass audience – and that is key if you want your content to go viral.

What Do People Share?

1. Content that evokes emotional reactions like awe, wonder, anxiety, sadness and humour.
2. Positive content; this performs better than content that stimulates negative feelings.
3. Content that is useful in a practical way; this will be shared over and over again
4. We all love a surprise; so content or videos that show us something unexpected tend to get shared the most.
5. Interactive content like quizzes and surveys is popular too. People love to select responses and see a result tailored just for them.

Why Does Some Content Go Viral?

Well, it’s not necessarily about originality; it’s not the most unique content or the newest ideas that go viral. Usually, it is the same content that has gone viral in the past – but with a new twist. So, the secret is to do your research. Look at what kinds of articles and videos have received the most views and shares in the past, then look at the trends. Build on successful older content and trends, and your content stands a good chance of going viral.

How Can We Create Viral Content?

Do your research and then experiment. Analyse the results – which strategies had the biggest impact and performed the best? Keep posting content so you can continually improve and understand what pushes your audiences’ buttons. If you hit on a winner, stretch your content by creating follow-ups or recycling it in a fresh format. The most important thing to do is keep the momentum going.