Viral marketing strategies are never a guarantee of “going viral.” Except for the few outliers that hit the jackpot and achieve viral unintentionally, creating viral content is hard work.
However, certain principles can be utilized to increase the likelihood of virality (or buy you more lottery tickets as it were).
1. Visuals
Of the many types of content that exist in the digital space, the kind that most often goes viral is visual content. Visual content is engaging, easy to understand and remember, and has the potential for emotional connection. The key point here is the ease of comprehension and recall. If content can be easily remembered, it will be talked about, shared, and promoted more often. Content cannot go viral if no one is sharing or talking about it. The rise of social media and the existence of viral, social content is evidence enough of the power of visual content.
2. Emotion
Marketing expert Neil Patel constantly references the importance of emotional engagement when creating and utilizing marketing content. A study by Buzzsumo found that content which invoked high emotional arousal was much more likely to go viral than content that was unable to provoke any emotional response. This also means that positive content is more likely to go viral since emotions such as happiness, awe, and amusement are more stimulating than negative ones. The impact of the Dove Real Beauty Sketches campaign on viewers and participants was highly emotional because the content was relevant and personal. It’s no surprise the campaign went viral.
3. Choice of Platform
Viral content doesn’t need all the eyeballs, just the right eyeballs. For content to go viral, it needs to be integrated into its platform of the initial release. This requires an understanding of how the platform works, the types of content that do well on the platform, and the target audience. Gary Vaynerchuck loves TikTok because it is not as saturated by content as other social platforms. This makes TikTok a great platform for potentially viral content because the competition is lower, there is less content vying for eyeballs, and a boost from an ad spend will be much more effective.
A great example is Calvin Klein. The brand has a ton of marketing and financial power but coupled with a lack of understanding of platform engagement, its current TikTok campaign has not been a viral success. Even with celebrities promoting content and products, Calvin Klein has yet achieve notoriety and garner the likes of other more intuitive brands. In time, CK may still prove it is a relevant player in the Tik Tok space.
4. Culturally Relevant
Most viral content is not evergreen, but it is relevant. Viral = trending. Trends rise and fall, so understanding what trends are “in” increases the chances of creating content that will rise to the top. Chipotle “gets” its customers, what they want to see on social, and how they engage on different platforms. From the #GuacDance TikTok campaign for National Avocado day to the annual “Boorito” offer for Halloween, Chipotle understands when and how to make an entrance!
5. Optimization
Apart from the content itself, viral posts need to be optimized for success. This means utilizing relevant hashtags if applicable to the platform. Optimization of keywords and other SEO tactics that can be applied to content-seeking virality should also be used. Generating creative content is important to gaining viral status; however, optimizing content is never a bad move in the digital space, regardless of your intentions for the content.
Recently, Jared has pivoted into the digital space as he pursues an M.S. in Marketing – Social Media. The last year found Jared working in sales for a distribution company, rounding out his wine business experience. Jared is excited to continue expanding his understanding of the history, production, and culinary opportunities offered by fermented beverages. He hopes to bring a new perspective and unique approach to beverage experiences and community engagement.
When not in the office, this enthusiastic home cook, foodie, and yogi is forever searching for off-the-beaten-track adventures around the globe!
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