Storytelling

The Secret Formula for Creating Viral Content

Viral content connects emotionally through storytelling. Learn how to create relatable characters, immersive worldbuilding, dramatic arcs, and surprise twists.

by Canva

In today’s oversaturated online space, creating content that stands out and gets shared organically is a challenge all marketers face. One proven way to create viral content that resonates with your target audience is to tell a compelling story.

Why Stories Go Viral

Human beings are wired for storytelling. We connect with stories on an emotional level, putting ourselves in the characters’ shoes. Stories that evoke laughter, tears, inspiration or anger often get shared because they make us feel something.

In his book Contagious: Why Things Catch On, Jonah Berger found that viral content often triggers high-arousal emotions like awe, anxiety, or anger. This explains why epic product reveal videos, shocking news stories, and controversial op-eds capture our attention.

Elements of Viral Stories

While every viral story is unique, many share common elements that tap into human psychology.

Relatable Characters

Characters your audience can relate to make the story personal. Create a protagonist who embodies your target demographic's frustrations, hopes, and dreams.

Immersive Worldbuilding

Sweep readers into the story with vivid details. Descriptions of the setting and backstories of the characters make it all come alive.

Dramatic Structure

Viral stories follow an engaging dramatic arc: the set-up, conflict, climax, and resolution keep readers hooked.

Surprise Factor

An unexpected twist throws the familiar world out of whack. Discussing the “water cooler moment” creates buzz.

Examples of Viral Stories

Dove’s “Real Beauty Sketches” (63+ million views)

This ad went viral not because it sold beauty products, but because it told an emotional story about how women perceive themselves versus how others see them. The surprising twist of having the women describe themselves as less beautiful made viewers re-examine their self-perceptions.

Red Bull’s “Stratos” (41+ million views)

In 2012, Felix Baumgartner set the world record for the highest skydive by jumping out of a space capsule 24 miles above the Earth. Red Bull’s live stream of the jump built suspense as Felix ascended into the risky mission, breaking down barriers and fear.

Tripp and Tyler’s “A Conference Call in Real Life” (20+ million views)

This comedy sketch takes the relatable frustration of conference calls filled with over-talkers and tech issues, bringing it to life visually in a fake face-to-face conference call. Exaggerating the absurdity makes it highly sharable.

Tell Your Brand’s Story

Developing a compelling brand story lets you connect with customers and spread your message. Define your protagonist, craft your plot arc, and build an immersive world that brings your brand purpose to life. Leverage the power of storytelling to create viral content that delivers value and gets people talking.