10 Ways to Ensure That Your Content Goes Viral

That slippery, elusive goal: viral marketing.

With social media platforms emerging as the most important tools for internet marketers, the concept of an article, image, or video going “viral” has become the Holy Grail for retailers and their advertising departments. Unfortunately for creative agencies, there is no formula to ensure that your content spreads across the Internet like wildfire. Many marketers feel as if their work is like running experiments in a Petri dish: checking to see what results in growth and what does not. However, it isn’t just luck that determines whose advertisements get shared and whose get ignored; there are a few techniques that will increase the likelihood that your promotions catch on with a wide collection of users.

1. Power-pack the emotions

If your content can elicit a strong emotional response from the user, it is far more likely to be shared. Whether you use references that inspire nostalgia, images that provoke anger, or a message that causes joy, any of these powerful emotions is enough to move the user to share an article or advertisement. There is only one emotion that isn’t useful for online content: boredom.

2. Use pictures that add value

We’re all used to the “listicles” that have been popularized by sites like Buzzfeed: a collection of 15–20 brief ideas that are combined with appropriate images or GIFs for the entertainment or education of the reader. Of the many pieces published by Buzzfeed each day, the most popular are those that go the extra mile to include funny or compelling visual media. The images that you include with your writing should not be an afterthought; rather, they should be an equal partner during planning and writing.

3. Include a catchy call-to-action

A call-to-action isn’t just for direct sales. If you are trying to make an article or social media posting go viral, include a CTA that inspires user engagement and sharing. Encourage users to tag a friend in the comments section or share the article on their own feed or timeline. Word-of-mouth happens naturally, but you can do a little bit of prodding to help it along with your call-to-action!

4. Protect your link to prevent catastrophes

If you’ve created content that is starting to go viral, the last thing that you want to happen is for your link to malfunction or for your site to go down. Services like Capsulink allow you to protect your links and content, ensuring that visitors are delivered to the right page. They can also notify you in the event that any 404 pages appear on your site, allowing you to put out fires quickly and efficiently.

5. Be on the front lines

An effective marketing team should not just be up-to-date, but up-to-the-minute on the latest trends and current events. Every new story is an opportunity for viral content, as a witty or thoughtful response published at the right time can ride the wave of popular interest to increased shares and views. Dedicating a member of your team to keeping track of breaking news and crafting rapid responses could allow you to capitalize on these fleeting chances.

6. Don’t forget about hashtags!

Often misunderstood, hashtags represent a key opportunity to put your content in front of those most likely to appreciate it. Incorporate a combination of broad and specific hashtags; broad hashtags (things like #tbt or #nature) will get your content seen by a lot of people, while specific hashtags (things like #luxuryhotels or #designerbags) will put your content in front of the very people who are interested in what you’re offering.

7. Plan keywords carefully

Like hashtags, keywords are a largely underappreciated tool for promoting your material. Spend some time improving your understanding of Search Engine Optimization, and use the free tools provided by Google AdSense to plan how your use of keywords can improve your visibility. A well-crafted article chock full of keywords is more likely to be seen and doesn’t cost a dime.

8. Think outside the box

In observing what content gets shared and what gets buried, marketers are sometimes flabbergasted when they see strange or shocking articles being posted around the web. Creating unorthodox content is a high-risk, high-reward scenario; it may be less likely that your post catches on, but if it does it is likely to spread like wildfire. Nothing ventured, nothing gained.

9. Don’t be one-sided

It can be tempting to create materials that a majority of people will find agreeable. However, these posts are less likely to encourage debate among users, leading to diminished engagement. Work towards content that will inspire user comments and lively debate. (Be prepared to moderate if things get ugly!)

10. Use the element of surprise

You’ve seen these images and videos: “when you see it…” Content that takes the user by surprise often provokes an immediate response. Come up with a way to put your product or idea in a surprising setting and you’ll leave a memory that lasts far longer than the vast majority of today’s marketing messages.

Source: Medium