It’s easy to see why so many organizations are trying to “go viral”: content marketing can drive results for brands by increasing awareness and loyalty, driving engagement, increasing website traffic, and using exposure to turn fans into customers. Unfortunately, with so many brands diving into the content marketing space, the competition for audience attention is going to get more and more steep. You may find yourself asking, why does one campaign go viral while countless others see only moderate success (at best)?
Here are a handful of characteristics of that help to drive the success of viral campaigns:
1. Write a meaningful headline that communicates both context and the potential value of the content.
In order to go viral, first you need to get people to view your content, and a great headline is just the tool you need to get those clickthroughs. The best headlines grab your attention, then make you curious, while simultaneously offering the potential for value. You can find great examples of top-performing headlines on this list from content-aggregator Digg. If you need help getting started on your own headlines, take advantage of resources like this infographic , this handy chart of the top- and poorest-performing words in viral headlines, and even this fun “Mad Libs” list.
2. Your content should elicit a strong, positive emotional response from the masses.
According to Libert’s research, some emotions perform better than others. Emotions like amusement, surprise, and joy all perform much better than images that inspire despair, anger, or doubt. This is another reason that visual content, like photos, videos, infographics, and memes all tend to go viral. They are easy to understand, and they cause the user to feel an immediate, visceral reaction. Ideally, your content will appeal to the masses; it’s hard to have a viral hit if you’re catering to a small, niche audience. For a great example of a viral video that crosses country borders and language barriers to tug at your heartstrings, check out this video from Pampers Japan.
3. Make it timely and “authentically helpful”, or tie it to the “public good”.
One reason that initiatives like #BringBackOurGirls, #KONY2012, and the “Ice Bucket Challenge” perform so well is that they are tied to causes that people care about. However, brands can think carefully about a social issue that they may be able to support with their own marketing. For example, AT&T’s “It Can Wait” video raises awareness about the dangers of texting and driving (while simultaneously creating buzz around the AT&T brand).
4. Focus on “shareabilty”–creating a viral coefficient higher than 1.
“Shareability” means that users want to, and are able to easily, share content. Ideally, every 1 person that views your content will share it with more than 1 other user (indicating that your campaign is growing). Providing social widgets (like “Add This”) and using Facebook OpenGraph and Twitter Cards all help to facilitate easy sharing. One reason that YouTube videos in particular go viral is that they are just so darned easy to share: YouTube seamlessly integrates with Facebook, Twitter, Pinterest, search engines, and e-mail. Make it easy for your users to find the “Share” buttons while they’re still feeling that initial, emotional reaction and motivated to take action.
5. Plan a well-coordinated, multichannel launch.
Libert believes that the “viral cycle time” (or the time that it takes for a viewer to see the content, then decide to share it) needs to be less than 1–2 days. Why is this important? Because for the your content to truly make waves, you need to hit the ground running and take advantage of every bit of momementum. One great example in 2013 was the launch of Dove’s “Real Beauty Sketches” initiative.
With the video serving as the anchor for the campaign, Dove worked the media circuit, discussing the campaign with media outlets prior to launch, including viral content masters Mashable and HuffPo. Dove also promoted the #wearebeautiful hashtag, and created a web landing page. The campaign went on to become the most viral campaign of the year, and the most viral video of all time. Take a page from Dove’s book, and focus on rolling out your content using other tools in your marketing mix (especially traditional and earned media placements).
Garrett, C. (2009). How to create headlines that go viral with social media. Social Media Examiner. [Web log message]. Retrieved from http://www.socialmediaexaminer.com/how-to-create-headlines-that-go-viral-with-social-media/
Libert, K. (2013). The secret recipe for viral content marketing success. The Moz Blog. [Web log message] Retrieved from http://moz.com/blog/the-secret-recipe-for-viral-content-marketing-success
Libert, K., & Tynski, K. (2013). Research: The emotions that make marketing campaigns go viral. Harvard Business Review Blog. [Web log message]. Retrieved from http://blogs.hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/
Stampler, L. (2013). How Dove’s ‘Real Beauty Sketches’ became the most viral video ad of all time. Business Insider. Retrieved from http://www.businessinsider.com/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5
Toure, M. (2013). Dove’s ‘Real Beauty Sketches’ is viral campaign of the year. Advertising Age Digital Edition. Retrieved from http://adage.com/article/the-viral-video-chart/dove-s-real-beauty-sketches-viral-campaign-year/245608/
Zarella, D. (2013). Viral math: R-naught and Zarrella’s hierarchy of contagiousness. [Web log message]. Retrieved from http://danzarrella.com/viral-math-r-naught-and-zarrellas-hierarchy-of-contagiousness.html#