The art of creating viral content on social media

Did you know that a simple photograph of an egg held the record for the most-liked Instagram post for a period of time? As of June 2023, Lionel Messi holds the record for the most-liked post.?

But what exactly makes content go viral? Is it sheer luck, a stroke of creativity, or is there a method to the madness? In this blog, we're about to unravel the secrets behind the art of creating viral content on social media.

Viral content refers to online material, such as articles, images, videos, or memes, that spread rapidly and extensively across the internet, often reaching a massive audience within a short period.

• Amplified Reach: It can quickly capture the attention of millions, allowing individuals, brands, or causes to achieve unprecedented visibility and exposure.
• Brand Awareness and Recognition: Creating viral content can elevate a brand's visibility and recognition in ways that traditional advertising often struggles to achieve. When people share content with their networks, they indirectly endorse the brand, product, or message, leading to increased awareness.
• Driving Traffic: Viral content can redirect a substantial amount of traffic to websites, landing pages, or social media profiles. This influx of visitors can have a positive impact on SEO, user engagement, and conversions.
• Emotional Connection: Viral content often taps into powerful emotions such as laughter, empathy, awe, or outrage. This emotional resonance helps content creators forge a deeper connection with their audience, leading to increased loyalty and advocacy.
• Cultural Impact: It has the potential to shape public discourse, challenge norms, and even spark social change.
• Cost-Effective Marketing: Compared to traditional advertising methods, creating viral content can be a cost-effective way to achieve widespread exposure.?
• Showcasing Creativity: Viral content often demonstrates creativity, innovation, and originality. It rewards content creators who think outside the box and capture the essence of a relatable or compelling idea.
• Influencer Effect: When influencers or individuals with large followings share viral content, it extends the reach exponentially. This can lead to collaborations, partnerships, and increased credibility for content creators.
• Data Insights: The analysis of viral content—what works, what doesn't, and why—can provide valuable insights into audience behaviour, preferences, and trends. This knowledge can inform future content strategies.

The characteristics of viral content play a pivotal role in capturing the attention and engagement of online audiences. Content that possesses these qualities tends to resonate deeply with viewers and is more likely to be shared extensively across social media platforms.

• Relatability: Viral content often reflects the experiences, emotions, and situations that many people can relate to. It addresses universal themes that evoke a sense of familiarity and empathy among a wide range of individuals. Example: A meme or video that humorously depicts the challenges of working from home, a relatable situation for many people during the COVID-19 pandemic.
• Emotion: Content that elicits strong emotions is more likely to be shared, as emotions drive human behaviour. Whether it's joy, sadness, anger, surprise, or nostalgia, emotions create a memorable connection with the audience. Example: A heartwarming video of a dog reuniting with its owner after a long absence, evoking feelings of happiness and warmth.
• Surprise: People are more inclined to share something that catches them off guard, piques their curiosity, or challenges their expectations. Example: A video showing a mundane situation that takes an unexpected twist, leaving viewers pleasantly surprised and intrigued.
• Humour: Humorous content lightens the mood, brings joy, and provides a momentary escape from daily routines. People are eager to share something that makes them laugh with friends and followers. Example: A funny meme that cleverly uses wordplay to create a humorous situation relevant to a current trend.
• Authenticity: It doesn't come across as overly polished or staged. Authenticity builds trust with the audience, and people are more likely to share content that aligns with their values and beliefs. Example: A behind-the-scenes look at the making of a product or a day in the life of a person, showing the unfiltered reality.
• Visual Appeal: Strong visuals, whether in the form of images, videos, or graphics, enhance the shareability of content. Visually appealing content captures attention and communicates messages quickly and effectively. Example: An infographic that presents statistics and information in a visually engaging and easy-to-understand format.
• Simplicity: Complex or convoluted messages may be overlooked or misunderstood, while simple and clear content is accessible to a broader audience. Example: A concise and straightforward step-by-step tutorial that demonstrates a useful skill or DIY project.

Understanding your target audience's preferences, behaviours, and interests is a foundational pillar of creating content that resonates, engages, and has the potential to go viral. Conducting thorough audience research is essential for creating effective and shareable content.?

• Utilise Analytics Tools: Leverage platforms like Google Analytics, social media insights, and third-party tools to gather data about your existing audience. Analyse metrics such as age, gender, location, and devices used to access your content.
• Surveys and Questionnaires: Create surveys or questionnaires to directly collect information from your audience. Ask about their interests, preferences, challenges, and content consumption habits. Tools like Google Forms or SurveyMonkey can help you design and distribute surveys.
• Social Media Insights: Dive into the analytics provided by social media platforms. Analyse the demographics of your followers, engagement rates, and top-performing content. This data can offer insights into your audience's interests and behaviours.
• Competitor Analysis: Study your competitors' audiences. Look at who engages with their content and what type of content resonates with them. This can provide valuable insights into your broader industry's audience demographics.
• Persona Development: Create detailed audience personas representing different segments. Include information like their goals, challenges, preferences, and how they use social media.
• Keyword and Topic Research: Use keyword research tools to identify popular topics and search queries related to your industry. This can help you understand what your audience is actively seeking online.
• Social Listening: Monitor social media conversations related to your industry, brand, or relevant keywords. Tools like Brandwatch, Mention, or Hootsuite can help you track discussions and identify trends.
• Behavioural Tracking: Use tracking tools to monitor how users interact with your website or app. Understand their navigation paths, time spent on different pages, and actions are taken.
• Stay Current with Trends: Regularly update your research to stay informed about changing trends, behaviours, and preferences in your industry and on social media platforms.

Creating visually appealing graphics, images, and videos is essential for capturing your audience's attention and encouraging them to engage with and share your content. Here are some guidelines to help you craft visually compelling assets:

Graphics and Images:

• Consistent Branding: Maintain a consistent visual identity that aligns with your brand's colours, fonts, and style. This ensures a cohesive and recognisable look across all your graphics.
• Simplicity: Keep your designs clean and uncluttered. Avoid overwhelming your audience with too much information or visual elements.
• Use of White Space: White space (negative space) helps create balance and emphasises the main content. It allows the viewer's eye to focus on the key message.
• Typography: Choose fonts that are easy to read and complement your brand's personality. Use font hierarchy to guide viewers through your content.
• Visual Hierarchy: Arrange elements based on their importance. Use size, placement, and colour to guide the viewer's attention toward the most important information.
• Iconography and Illustrations: Incorporate icons and illustrations that enhance your message and add a unique touch. Ensure they align with your brand's style.
• Image Quality: Use high-resolution images to maintain a professional appearance. Blurry or pixelated images can detract from the overall quality.

Videos:

• Storyboarding: Plan your video's structure and content flow before you start filming. A clear storyboard helps maintain focus and coherence.
• Engaging Opening: Capture viewers' attention within the first few seconds. Use an intriguing hook or visually striking imagery.
• Visual Variety: Incorporate a mix of shots, angles, and perspectives to keep the video visually engaging. Use close-ups, wide shots, and creative camera movements.
• Editing and Pacing: Keep the pacing dynamic and avoid lengthy segments that may lose viewer interest. Use editing techniques like cuts, transitions, and overlays to maintain engagement.
• Music and Sound: Choose background music that complements the video's mood and pace. Sound effects can enhance the viewer's experience.
• Text and Graphics Overlay: Use text overlays to emphasise key points or add context. Graphics and animations can enhance the visual interest and convey complex ideas.
• Narration or Voiceover: If applicable, use a clear and engaging narration or voiceover to guide the viewer through the content.
• Mobile Optimisation: Ensure your videos are optimised for mobile viewing. Many users consume content on smartphones, so subtitles and clear visuals are important.

Brainstorming innovative ideas is essential for creating content that stands out and captures your audience's attention. Avoiding clichés ensures that your content remains fresh, engaging, and original.

Tips for Brainstorming Innovative Ideas:

• Diverse Perspectives: Invite team members with different backgrounds, experiences, and viewpoints to the brainstorming session. Diversity can lead to unique insights and ideas.
• Cross-Industry Inspiration: Look outside your industry for inspiration. Explore unrelated fields, art forms, or cultural trends to spark fresh ideas that you can apply to your content.
• Mind Mapping: Create a mind map around a central theme. Branch out with related concepts, words, and associations to trigger new ideas.
• Reverse Thinking: Consider the opposite of conventional wisdom. How might you approach a topic if you flipped it on its head? This can lead to unexpected and innovative ideas.
• Random Word/Stimulus: Select a random word, image, or object and brainstorm ideas based on its associations or attributes. This can lead to unconventional and unexpected ideas.
• Combine Concepts: Merge two seemingly unrelated ideas to create something new. For example, combine a traditional concept with a futuristic element.
• Constraint-based Creativity: Set specific limitations or constraints for your brainstorming session. Working within constraints can spark creative problem-solving and unique solutions.
• Scenarios and What-Ifs: Imagine different scenarios or hypothetical situations related to your topic. Ask "what if" questions to explore uncharted territory.

Optimal timing for posting content on social media platforms is crucial for maximising visibility, engagement, and the potential for virality. However, it's important to balance posting frequency to avoid overwhelming your audience and causing fatigue.?

Optimal Times to Post Content

• Platform Insights: Different social media platforms have varying peak activity hours. Utilise platform insights or third-party analytics tools to identify when your audience is most active.
• Time Zones: Consider the geographic locations of your target audience. If your followers span different time zones, aim to post content during overlapping peak hours to ensure broader coverage.
• Day of the Week: Certain days of the week may see higher engagement than others. For example, weekdays might be better for B2B content, while weekends could be more suitable for leisure-focused content.
• Content-Type: Tailor your posting times based on the type of content you're sharing. For instance, visual content might perform better during lunch breaks, while informative articles could be shared during commuting hours.
• Testing and Iteration: Experiment with posting at different times and track engagement metrics to determine which time slots yield the best results. Regularly review and adjust your posting schedule based on performance.
• Time-Targeted Content: Create time-sensitive content that aligns with specific events, holidays, or trending topics. Posting during relevant moments can increase the likelihood of engagement and sharing.
• Quality Over Quantity: Prioritise the quality of your content over its frequency. Posting mediocre content too often can lead to disengagement and unfollows.
• Adapt and Learn: Continuously analyse your content performance and audience behaviour. Adapt your posting frequency based on changing trends and feedback.

Using trending hashtags and capitalising on current events or cultural moments can indeed boost your content's visibility and engagement on social media. However, it's crucial to approach this strategy with careful consideration and sensitivity.

• Stay Informed: Regularly monitor social media platforms, news outlets, and cultural sources to identify trending topics, events, and hashtags. Use tools like Google Trends, Twitter Trends, and social media monitoring tools to keep track of what's currently popular.
• Relevance is Key: Ensure that the trending hashtag or topic is relevant to your brand, industry, or content. Your post should naturally tie into the trend without feeling forced. Craft content that seamlessly integrates the trend into your message, rather than shoehorning it in.
• Creativity and Originality: Put a creative twist on the trend to make your content stand out. Inject your brand's personality and style into your approach.
• Consistency with Brand Voice: Ensure that your content maintains your brand's voice and message even when incorporating a trending topic. Consistency helps reinforce your brand identity.
• Caution Against Overuse: Avoid using trending topics or hashtags in every post. Focus on a few trends that genuinely align with your brand and objectives.
• Cultural Sensitivity: Exercise caution when incorporating sensitive topics or cultural events. Be respectful and considerate, avoiding any content that may be offensive or inappropriate.
• Experiment and Learn: Don't be afraid to experiment with different approaches to using trends. Analyse the results and learn from your successes and failures.

Case Study 1: Maggi Noodles - "Meri Maggi" Campaign

Strategy:

Nestlé India's "Meri Maggi" campaign aimed to reconnect emotionally with its audience after a temporary ban on its popular Maggi noodles. The campaign encouraged consumers to share their personal Maggi stories and experiences.

Key Takeaways:

• Emotional Relevance: The campaign tapped into nostalgia and emotional connections that people had with Maggi noodles, turning it into a relatable and engaging campaign.
• User-Generated Content: Consumers were encouraged to share their own Maggi stories, photos, and videos using the hashtag #MeriMaggi . This user-generated content created a sense of community.
• Crowdsourced Narratives: The campaign incorporated real stories and anecdotes from consumers, making it more authentic and relatable.
• Transparency: The brand addressed concerns regarding the product's safety and quality, rebuilding trust and credibility.
• Resilience Narrative: By acknowledging challenges and bouncing back, the campaign portrayed Maggi as a resilient and beloved part of people's lives.

Case Study 2: Zomato - "Ordering Food Kiya Kya?" Campaign

Strategy:

Zomato's "Ordering Food Kiya Kya?" campaign showcased the convenience and wide variety of cuisines available for home delivery through catchy, humorous ads.

Key Takeaways:

• Humour and Relatability: The humorous tone and relatable scenarios captured people's attention and made the campaign memorable.
• Situational Context: The campaign tapped into the changing lifestyle and preferences of urban consumers, aligning with current trends.
• Simplicity: The campaign's straightforward message emphasized convenience and variety, appealing to a busy urban audience.
• Catchy Slogan: The campaign's catchphrase "Ordering Food Kiya Kya?" became a popular phrase, contributing to the campaign's virality.

In the ever-evolving landscape of social media, the art of creating viral content stands as a dynamic blend of strategy, creativity, and ethical responsibility. We've explored the multifaceted journey of crafting content that resonates, engages, and spreads like wildfire across digital platforms.