Having a piece of content going viral is nothing short of a dream come true in the marketing world. For better or worse though, we know that going viral is much easier said than done. Getting your posts to reach 100.000+ likes and shares organically is sitting at the intersection of science and strategy, and maybe once in a blue moon, sheer luck!
Social media platforms have dramatically changed the way businesses and influencers interact with their respective audiences over the past few years. Global corporations and businesses, actors, musicians, athletes all use platforms like Instagram, TikTok, Facebook, Twitter, etc, to share their thoughts, sell new a product, and of course promote their brands.
The thought of going viral just for brand promotion alone is overwhelming at best. But having your content climb to the highest echelons of internet fame is harder than ever before, and the competition is growing exponentially each and every day.
If you really want to go viral on social media, the solution revolves around strategy, a keen eye for detail and consumer psychology. Ready to get started?
Here at Veza Digital, we wholeheartedly believe there is a recipe for online success. To effectively attract eyes to your content, you have to follow a set of seemingly simple rules. Even though the recipe is straightforward, implementing it might be a bit harder for some folks, depending on their niche. Viral content is comprised of these three elements.
Going viral on social media is a modern paradox. Videos such as a TikTok ASMR skincare routine or a foodie eating sushi and a fruit roll-up concoction hit over a million views overnight. Although viral social media content often contains elements of luck and timing, most of the time it boils down to attention to detail and a solid strategy.
It all begins and ends with your audience. If you really want your content to be successful you have to learn your audience inside and out, no shortcuts. Their response to your content will determine if you will go viral or not. Find out what type of followers you want to attract to what followers you currently have. What do they like about your niche?
To know this you need to do thorough demographic and psychographic research which includes a social media audit to know what platforms and channels are working and which ones are not. Testing collected data and running reports will show you if you are delivering a quality experience for your audience.
This way you can create posts that capture your audience's likes and interests. It’s definitely going to take some testing but with time you will be able to see what content your audience responds to. Once you have a genuine understanding of your audience you will be well on your way to creating solid, successful posts with a greater potential of going viral.
When you discover what makes your audience tick, you can share your ideas through creative and engaging social media posts. You’ve heard so many times that content must be genuine to build brand trust and authority, and this also applies to a viral social media post.
Authenticity is the name of the game, the more genuine your post the better it will rank.
Videos go viral when they trigger emotions. The story itself, combined with facial expressions and body language can trigger a wide range of emotions. Be sure you tell the story in an honest and genuine way to engage your audience and keep them interested and wanting to share the experience with others.
To tell a better story you need to try taking a new approach…push yourself and it’s guaranteed to pay off! You may want to discuss your ideas with different people or get someone to brutally criticise your post and gather their thoughts on a piece of paper. Use these ideas and make improvements. It all boils down to experiences coming to life by leveraging storytelling.
Most excellent storytellers ask themselves a series of questions. Take a min and really think about your list and your answers.
These questions can actually help you become an authentic storyteller and give people the content they really want to watch. In order to create posts that are going viral, you have to learn from others. Watch other videos and posts within your niche, what they have done, and how they managed to go viral on social media. You can even imitate their strategy as long as it fits with your brand. It is a source of inspiration. Don’t be afraid to make it your own. Try to understand their concept and don't steal their idea(s) outright.
People want to know what they are looking at on social. This is exactly why YouTubers who title their videos with bold caps and fascinating headlines tend to go viral.
Headlines like these catch people’s attention.
People will read your headline and immediately decide if they will click through or pass.
The caption for your social media video post has to include a compelling headline with specific and actionable information. For example, you can mention a statistic in your headline or let people know how many tips they will get by watching your video. You can also take action on a hook by initiating an emotional response.
You must have come across this strategy in the past. “This video will have you CRYING, or this video will make you LAUGH”. We actively seek out content that will elicit a reaction, because we recognize that when we react, others will most likely react as well, which translates into guaranteed views and likes. Finding the right hook to attract people, will help to get you the viral views you want.
When we see something that catches our eye, it becomes a visual feast for the eyes, as it is very sensory and stimulating. This adds value to your content in an over-saturated digital world, that’s “plagued” by millions of visual cues regardless of the platform. A picture is indeed worth a thousand words, especially when you think how a meme can elicit such dramatic responses in the comments. To make matters worse, online videos on social platforms have exploded. Heavyweight social platforms like Instagram and Facebook have adapted and changed how videos are displayed on their respective platforms since TikTok made its explosive debut.
We live in an era of decreasing attention spans. If a picture is worth a thousand words, a video is a whole book. Good lighting, location, what you look like (clothes, hair, makeup, etc), and props within the videos make a difference and can add value to the post and engage viewers. Longer videos are not necessarily better, if you can't wow your audience within the first 30 seconds you may lose up to 33% of viewers and at a full minute, if they are not entrained or interested over 50% of people stop watching according to stats. Engage viewers as quickly as possible, use a strong hook in the title, and add subtitles to maximize the viewing experience and capture the attention of your audience.
All of these strategies add value to your social media posts. Obviously getting content to go viral will not happen with every single piece of content that you create, and it can take time to build such a valuable skill. Take each of the strategies in turn and start implementing them. This exercise is guaranteed to help you increase your shares and likes, which in turn will increase your chances of going viral on social media.
*Can't do it on your own? Or does your in-house team need some help? Veza Digital can offer your business world-class social media marketing solutions and growth marketing opportunities to reach the level of success you deserve.
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