Contagious Content Marketing: How to Give Your Content Viral Potential
Why things catch on and why things go viral? For some marketers going viral is the holy grail of content marketing. You don’t give attention to paid promotion but instead you get millions of shares and views that brings you millions of brand impressions. Why do people talk about certain products and ideas more than others? And what makes online content go viral?
Si here are six ways and reasons that make your product go viral.
The idea of social currency is that people share whatever makes them look good. If a anything makes you look good or smart or cool you are much more likely to share it.
Let’s say you are in café and you got a regular sandwich for 5$, that’s probably not something that you are going to tell to everyone about. But imagine if you go out for dinner and got 100$ sandwich that’s probably something you are going to tell all your friends about. And if you are one of those people who can’t enjoy without posting pictures of it on Facebook or Instagram, you are probably going to share the picture of sandwich, just to show us that you are still really cool and eat expensive things.
You have probably seen the song Friday by Rebeca Blach which has millions views on YouTube. It has a really good trigger. If you actually take a look at the stats on the YouTube on how people watch that video, you’ll see a spike of views every Friday.
Now imagine if the song was about the first day of school. Same amazing lyrics same amazing vocals. A lot of people might still watch it on the first day of school, but people probably aren’t going to watch it two weeks after the first day of school, or a month or three months after. So Friday is actually a really good trigger because it happens every week.
People need to be reminded of your idea or product, and you can help them by providing good trigger.
When people feel strong emotions, they want to share.
Think of Susan Boyle’s performance on Britain’s Got Talent. Strong emotions like awe or happiness get people to share. Even strong emotions that aren’t positive like anger and anxiety get people to share. And this is really what media relies on now. The angrier and the more anxious they make us, the more we share. But the remember to stay away from sadness. People don’t really like to share something that makes them sad.
Our decisions are affected by what everyone else around us is doing or affected. So if you actually take a look at a car buying behavior one of the factors that affects whether someone will buy a new car or not is whether his neighbor or community are buying new car. And if they are all buying a new car, he is much more likely to buy a new car as well.
If you can actually offer someone something that really helps them, they’re going to want to share it with people they know.
A lot of people take weeks to read one book, so if someone shares with you a way where you can read a book in three hours instead of three weeks, there’s practical value in it. And if you know someone who has been struggling with it you’d share with him and might be helpful for them.
Blendtec is a Blender company that makes a video series called Will ti Blend? And they make videos where they put new IPhone into their blender and blend it into powder. That’s a cool story. If you saw that, you might want to share it with your friends, but notice how the product is an integral part of that cool story. You can’t tell that story without that blender.
What you have to figure out is how your product or idea can be part of a cool story.