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Viral content may seem random, but sometimes it is anything but. Marketing managers often plan campaigns very carefully, paying attention to every detail about a piece of content’s appeal, release and reach. So what makes content go viral?
Metcalfe’s Law, in the context of content marketing, states that the value of a campaign is measured by the connections it makes. A single piece of content is useless unless it connects people and connects with people.
Articles and blog posts
Interactive content, including quizzes and games
Percentage of content on Facebook in 2017 that was the result of sharing
Number of internet users who upload and share videos
Daily Mail 11.13 million
CNN 7.51 million
NowThis 4.24 million
BBC News 2.77 million
There are a few basics that every piece of viral content should and does have.
Certain emotions—positive and negative—lead consumers to share content, including:
The top 9 reasons that people share content is…
Many of the videos shared on social media are how-to demonstrations aimed at DIY projects or fixes.
Percentage of DIYers who look for inspirational content all year round
Content that relates to something that is already popular—like a trend in fashion or pop culture—is almost guaranteed to be shared, so long as it is also original.
8 out of 10
Number of recently shared articles that are quizzes, one of the most popular forms of shared content
People love lists, especially if the number of items is given at the beginning. Countdowns are also effective at creating anticipation and excitement.
The “magic number” for lists and countdowns. Lists of 10 had four times the amount of shares than the second most popular number, 23.
Endless self-promotion is tiresome. Business names or products should fit seamlessly into the story you’re trying to tell.