‘Going viral’ is something that a lot of businesses chase. They want to find that formula that leads to a piece of content being shared by thousands of people online, making it into the internet Hall of Fame and ultimately spreading their name far and wide. Brands have tried almost everything to grab that claim to fame, but it’s a very fickle mistress. Almost no one can predict what’s going to go viral next,
What Does ‘Going Viral’ Mean?
In case you’re not ‘down with the lingo’, going viral is essentially the term for something becoming very popular or well-known very quickly. It’s content that’s so shareable and engaging that it spreads across the internet like wildfire, and is most common for video posts or images. There’s no specific point at which something is considered to have ‘gone viral’, but most people consider over 5 million views on a video within a week to be viral.
While virility happens fast, it also fades fast, and the next thing comes along hot on the heels of the last one. And trying to intentionally make a ‘viral’ video has led to more cringeworthy content than I could possibly stomach explaining to you. Viral isn’t something that can be intentionally made – it has to come from the audience.
Why People Share
Message Matters: The best viral content contains messages that people feel a connection to, or that are meaningful to them in some way. In 2023 a report analysed 6 studies about online content sharing, and found that people were more motivated to share content when it had an inherently valuable message for others. So stay away from the generic messages, and instead focus on how your brand empowers people. Address a real-life concern of your customers. Make it relevant to your readers, and you’re more likely to achieve that viral moment.
Strong Emotions: What do heartwarming stories and firey rants have in common? The internet loves them! Content that delivers some sort of punch of emotion, whether it’s joy, outrage, awe or curiosity, is bound to perform better than any bland, boring piece will. Humans are driven to share content that stirs emotions because it gives us a cathartic release and helps us make sense of our experience. The bigger the emotion, the more we feel the need to share it. You can read more about that in this book.
Nostalgia: Ah, who doesn’t love a bit of nostalgia? Everyone enjoys it, but according to GWI millennials and Gen Z are really leading the charge on it. It’s no surprise really, after a few very turbulent years, people want reminders of older, more comfortable times that give a sense of escape. If you want to harness that, you need to find ways that your content can remind your target audience of simpler times (ideally the 90s), triggering that nostalgic feeling.
Practical value: If your content can make the reader look smart, helpful or in-the-know, it’s far more likely to get shared. Posts of practical value are highly shared because they tap into our desire to help others, as well as give us social currency, which we all crave. Share savvy tops, clever hacks and helpful guides is a great way to take advantage of this one.
How do Algorithms Influence Content Virality?
Oh boy do they! While psychology plays a big role, a bigger role is played by the algorithms on platforms like TikTok, Facebook and Instagram. They are what determine whether your content is shown to more people, and their priority is pushing out engaging content. So when you’re creating your content, you need to understand the platform’s mechanics and how each specific algorithm works.
Can Paid Promotions Make Content Go Viral?
Yes. But paying for a promotion doesn’t mean your post will go viral. It’s a complicated thing. If your content has the right ingredients (see above), then paid promotions can help boost visibility and engagement, which in turn make it more likely to go viral. But going viral is a very organic thing, so your content still needs to make that deep connection and resonate with your audience to stand a chance of succeeding.
Is It All About Timing?
Yes. Going viral is almost completely about timing, actually. Posting during high-traffic times on whichever platforms you’re using, aligning your content with trending topics and syncing with current events can all increase the chances that your content gains momentum quickly, rocketing it up to viral status.
But something I want to add – remember that virality fades. Your brand won’t be in the spotlight forever, and while the uplift might do great things for your business, it likely won’t be permanent. Just ask the folks at Binley Mega Chippy, who went viral in March 2022 thanks to a fan-made video singing a theme tune outside the shop. It was a simple video, but it took the internet by storm, and soon the chippy was doing 10 times his normal trade, with queues down the street. But the fun faded, and before long the chippy was back to being just that – a local chippy. The owner says all the publicity was still good, but it was a very tough thing to handle. The same scenario has happened dozens of times, and it’s important to not let the fame go to you head – and to not make any rash decisions during the tidal wave of internet love.
Can I guarantee you that any content I write will go viral? No. Nobody can guarantee that, and if anyone does, I strongly recommend moving very quickly in the opposite direction. But I can say that the content I write does hit a lot of those notes – a message that matters, stirring strong emotions and offering practical value to readers. If you promote it properly, the ingredients for virality are there, which is often the best you can do. So, if you want content that’s viral-ready, you know what you need to do, right? Give me a call or drop me an email, so we can whip you up some amazing content.