12 Aug 7 Simple Secrets of Viral Content

I know you might hate admitting it, but I bet you know the answer to the question, “What does the fox say?”. If you feel silly, don’t. You, me, and 433,000,747 others know.

The first time I saw the infectious (and ridiculous) YouTube video, a friend immediately whipped out her iPhone to show it to me, then sent me a link, because, well… I like awesome animal costume parties. Then I shared it, and so began the viral cycle in my social circle.

Now, I don’t remember which social stream button I shared it with, and which platform I shared it to first. I shared it on an impulse.

Yet businesses and brands expend an egregious amount of strategic research on where is the most effective placement for share buttons on a website. But the bottom line is this–no one will follow, friend, or share content if it’s crap.

 

However, if I come across something with that, je ne sais quoi, that special sauce, I’ll search like mad for a button to push, so that my favorite peoples can have that same sweet “I love the internet” moment.

You think it’s because I want to promote that video? No. Because I want others to follow and support the zine? No. Because I think the mind-blowing wisdom I just saw will change the world? Still no. The answer lies in this sentence:

Content goes viral if it makes people look _______________.

There’s seven fill in the blanks that make the cut for shareable, likable, linkable and follow worthy…

1. Content goes viral if i makes people look GOOD.
2. Content goes viral if i makes people look FUNNY.
3. Content goes viral if i makes people look SMART.
4. Content goes viral if i makes people look CONNECTED.
5. Content goes viral if i makes people look INSIGHTFUL.
6. 6.   Content goes viral if i makes people look LIKE AN OFFICIAL RESOURCE.
7. Content goes viral if i makes people look LIKE WHATEVER THEY THINK THEY NEED.

Sharing is 64% about the person who is sharing. Though extremely profound, this is not breaking news. According to a 1966 study on word-of-mouth by Ernest Dichter, a sharer is motivated to share based on wanting to:

1. Exhibit humor
2. Help someone
3. Provide inside knowledge
4. Reach out
5. Gain attention
6. Seem friendly
7. Look connected

Product, or brand experience has no more than 33% to do with sharing, based on research conducted at the University of Pennsylvania. It’s important to stress that last one; look connected. Feeling connected stimulates an emotional firing, which is a staple ingredient in sharable special sauce. 

In a hyper-individualized culture, people are sharing primarily out of self interest. We throw out bones to others over the interwebs because in some way, that content says something about us as individuals.

 

With this being the case, the golden rule to creating infectious content is not about the most polished brand message, or best looking widget. Viral content should make followers feel powerful, likable, and radiant in some way. By making them look good, the business  or brand producing that content looks grand.

Now ask yourself, does your content empower or enlighten? Does your blog make people laugh-out-loud and hunker behind their cubicle wall? Does your tweet inspire? Does your brand spark curiosity?

If you can connect with those desirable traits often enough to share on a regular, your company’s content has the opportunity to make people feel like better people (at least on a screen). Jokes aside, the real result is brand loyalty, and growing traction.

For more information on how we can help make your social media community feel special, please don’t hesitate to contact us. Call us direct at (805) 482-8312, or, email us at info@socialspicemedia.com. We keep it warm and welcome at our office located in Camarillo, California if you ever wanted to visit. If not, let’s link up on your favorite social media site–we love making new friends.