The Secret to Viral Articles
According to research, these are the five steps that are essential to writing an article that will go viral.
Chartbeat, an organization that analyzed articles that went viral in 2016, found these five similar traits in all of the articles:
1) An Attention Getting Headline
“Why You Will Marry the Wrong Person” by the New York Times drew the curiosity of thousands of readers in 2016. And how could it not? I actually had to stop and go read it myself. The key to this strategy, though, is that the article must deliver on the promise of the headline, which this article did.
2) A Contrarian View
“Why Voting for Donald Trump is a Morally Good Choice,” by Townhall was shared 766,000 times. Originally published on July 28th, the author retracted it on October 8, and replaced it with another, “Trump’s Moral Character and the Election.” It received a paltry reaction. He reinstated the original on October 18 and added a follow-up. This was an opinion piece, clearly, but by taking a surprising position- especially as a professor who taught Christian ethics for 39 years- the author not only made people look but also forced them to think. Thousands of people left comments as well. Engagement overload. Mission accomplished.
3) Shareability
“The Real Reason Why Women Drink.” Whether readers agree or disagree, this article from Quartz is thought provoking and relatable to everyone, and so it was massively shared. It ranked 47th of the top 50 most defining posts of the year.
4) Shock and Awe
“The 7 Crippling Parenting Behaviors that Prevent Children From Growing Into Leaders,” was not on Chartbeat’s 2016 list; it was an article written by Kathy Caprino in 2014. However, it exhibits a trait many viral articles share: It scares people. Anyone who is a parent or had a parent, who is trying to become a leader or is growing and mentoring others would be wildly curious to know what this writer had to say. The article has received more than 7.2 million views.
5) Numbers and Lists
“52 Places to Visit in 2016.” Whether you love them or hate them, “listicles” clearly captured readers’ attention in 2016.
In my experience, any strategy that is overly used becomes formulaic, and as such, will tend to lose its viral appeal over time. So my own suggestion to aspiring bloggers is not to overuse lists or numbers. But, hey, as long as the articles remain compelling and fresh, there’s no denying the numbers strategy works.
Ultimately, it’s the readers who determine whether or not an article is a viral hit. An article that is contrived as “click-bait,” will produce a result that is lackluster at best, and more than likely, will fall flat.
Moral of the story, then, is to write interesting articles that provide readers with some surprises, some ironies, some insights, or that teach while they entertain. But it is also imperative that the author’s intentions be authentic and real. People can tell. This, above all, is the principle that will help you succeed.
