In the age of social media, creating viral content has become a coveted goal for marketers and content creators. The ability to garner thousands or even millions of views, likes, shares, and comments can be incredibly powerful for brands and individuals alike. But what is the secret to creating viral content? What can we learn from successful campaigns that have achieved this feat?
It’s important to note that there is no guaranteed formula for creating viral content, as the digital landscape is constantly evolving. However, there are some key lessons that we can glean from successful viral campaigns that can help improve our chances of creating shareable content.
First and foremost, understanding your audience is crucial. Successful viral content resonates with a specific group of people and speaks to their wants, needs, and interests. Whether it’s through humor, inspiration, or information, content that connects with its audience on an emotional level is more likely to be shared and spread.
Take the example of the ALS Ice Bucket Challenge, which took social media by storm in 2014. The campaign, which raised awareness and funds for ALS research, tapped into people’s desire to make a difference and be a part of something meaningful. By leveraging the power of social proof and peer pressure, the campaign encouraged individuals to participate and share their experiences, ultimately leading to widespread engagement and viral success.
Another lesson we can learn from successful viral content is the power of storytelling. People are naturally drawn to narratives that captivate their attention and evoke emotions. Whether it’s through a compelling video, a heartfelt blog post, or a series of captivating images, storytelling can be a powerful tool for creating content that resonates with audiences and encourages sharing.
A prime example of this is the Dove Real Beauty Sketches campaign, which featured a video that showcased women describing themselves to a forensic sketch artist, followed by a comparison to how they were described by others. The emotional impact of the video and its powerful message about self-perception resonated with millions of viewers and led to widespread sharing across social media platforms.
In addition, timing and relevancy are important factors in creating viral content. Keeping a pulse on current events, trends, and cultural moments can help content creators tap into conversations that are already happening and leverage them for viral potential. By tapping into the zeitgeist and connecting with what’s top-of-mind for people, content has a better chance of being shared and reaching a wider audience.
The Oreo “Dunk in the Dark” tweet during the 2013 Super Bowl power outage is a prime example of this. In the midst of the blackout, Oreo quickly tweeted a clever and timely message that resonated with viewers and sparked a conversation, resulting in widespread sharing and engagement.
Finally, the element of surprise can be a powerful driver of viral content. Creating content that is unexpected and breaks through the noise can capture people’s attention and spark conversation. Whether it’s through a unique concept, a clever twist, or a bold statement, content that stands out and defies expectations has a better chance of going viral.
The success of the WestJet Christmas Miracle campaign is a testament to this. The airline’s heartwarming holiday video, which showcased the company surprising passengers with personalized gifts at the airport, garnered millions of views and shares due to its unexpected and heartwarming nature.
In conclusion, creating viral content is a challenging and complex endeavor, but by learning from successful campaigns and understanding the key ingredients that contribute to viral success, content creators can improve their chances of creating content that resonates with audiences and has the potential to go viral. While there is no guaranteed formula for viral success, by tapping into the power of emotion, storytelling, relevancy, and surprise, marketers and content creators can increase the likelihood of creating shareable and impactful content.
