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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?
Sharing is Caring
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.
Often-shared content
Articles and blog posts
Interactive content, including quizzes and games
Video
Infographics
Memes
57%
Percentage of content on Facebook in 2017 that was the result of sharing
58%
Number of internet users who upload and share videos
Most shared video publishers of 2017
Daily Mail 11.13 million
CNN 7.51 million
NowThis 4.24 million
BBC News 2.77 million
Essential Elements
There are a few basics that every piece of viral content should and does have.
It triggers powerful emotions
Certain emotions—positive and negative—lead consumers to share content, including:
- Amusement
- Interest
- Outrage
- Surprise
- Joy
- Hope
- Affection
- Excitement
- Nostalgia
- Disgust
It serves a purpose
The top 9 reasons that people share content is…
- To connect with someone over a shared interest
- To socialize with friends offline
- To promote a product they believe is useful for others
- To promote a good cause
- To be involved in a current trend or event
- To demonstrate their own knowledge of or authority on a subject
- To start an online conversation
- To share something about themselves
- To gain opinions of friends
It’s practical
Many of the videos shared on social media are how-to demonstrations aimed at DIY projects or fixes.
84%
Percentage of DIYers who look for inspirational content all year round
It fits into an already popular space
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
It uses a list
People love lists, especially if the number of items is given at the beginning. Countdowns are also effective at creating anticipation and excitement.
10
The “magic number” for lists and countdowns. Lists of 10 had four times the amount of shares than the second most popular number, 23.
It doesn’t over-sell something
Endless self-promotion is tiresome. Business names or products should fit seamlessly into the story you’re trying to tell.
