Let’s cut to the chase—making content that sticks around in people’s browsers (and brains) longer than the proverbial five-minute Internet fame isn’t a walk in the park.
We’ve all been through the grind: you line up your keywords, pepper in some trending hashtags, and maybe even splurge on a few eye-catching images.
And yet, sometimes, the digital applause we expect is more of a polite golf clap.
It’s the digital age: crafting content that not only stands out in an ever-crowded feed but also compels a stranger to hit that coveted share button.
The thing is, none of us are strangers to that moment of disappointment when our analytics don’t quite match up with our aspirations.
So, pull up your comfy chair, and let’s speak as peers—hands on keyboards, eyes on screens—and discuss strategy.
It’s time to unpack the journey from creating merely ‘visible’ content to curating conversations that have the potential to light up the digital sky like a firework.
No lofty promises or buzzwords.
Just a straight dive into what makes content tip from everyday to extraordinary, share to viral!
The Anatomy of Viral Content
Quality and Relatability
Let’s face it—we’ve all stumbled upon content that just sticks—you know, the sort that feels like it was made just for you.
That’s no accident.
High-quality, relatable content reigns supreme in the digital landscape.
Well, Buzzsumo analyzed the patterns of 2018’s most viral content and found a common thread: content that resonates with audiences on a personal level typically performs best.
Take, for instance, the surge of “day in the life” videos on platforms like YouTube. According to Think with Google, these resonated because they mirror our everyday experiences and dreams.
Another great example comes from the meme world.
Have you ever seen a meme and thought, “Wow, that’s so me?”
That connection is immediate. It’s about sharing those “me too” moments on a massive scale.
Good content feels personal. It’s like the creator knows you, and when that happens, hitting the share button feels almost automatic.
Novelty and Uniqueness
Now, onto the spice of the internet: Novelty and uniqueness.
Ever noticed how something entirely out of the left field captures everyone’s attention?
Being original and offering a fresh perspective can skyrocket content from just being seen to being shared widely.
Take, for instance, the “Ice Bucket Challenge”. It was a masterclass in uniqueness.
Who would have thought videos of people dumping ice-cold water on themselves would go viral?
But it did, spectacularly, it ended up raising over $115 million for the ALS Association. It was something new, something people hadn’t seen before, and it spread like wildfire.
Another case study involves the simple yet unique approach of turning an interview into a song.
Yes, I’m talking about the “Ain’t Nobody Got Time for That” phenomenon. It was a regular interview creatively edited into a catchy song, and suddenly, everyone was watching and sharing it.
It was the uniqueness and creativity that gave it legs.
Simplicity and Clarity
Last but not least, let’s not underestimate the power of simplicity and clarity.
In a world bombarded with information, getting your message across clearly and quickly is crucial. Simple messages often become the most powerful because they’re easy to understand and share.
Data by Fractl and Buzzstream suggest that the more easily content can be processed, the more likely it is to be shared.
One of the best examples of this is the “Keep Calm and Carry On” slogan. Its popularity in various merchandise is a testament to how a simple message, dating back to World War II, can become a viral mantra in modern times.
Its message is clear, direct, and universally applicable, making it easy for anyone to share and adapt.
Another example is the rapid spread of hashtag campaigns.
Take #MeToo, for instance. Two simple words have become a global movement.
According to Pew Research Center, within a year since the hashtag first appeared, it had been used more than 19 million times on Twitter. Now that’s sharing power.
It’s clear and direct and immediately communicates its message, making it easy for others to join in, share their stories, and spread the word further.
Strategies for Increasing Visibility and Shareability
Leverage Social Media Platforms
Social media is the crux of any digital strategy. Each platform, from Facebook to TikTok, has its unique environment.
Understanding the nuances is key.
For example, LinkedIn tends to be more professional and informative, while Instagram loves a good visual story.
Here are a few tips to optimize your content for these channels:
- Know your audience: Study each platform’s demographic to align your content accordingly. Sprout Social provides data on who’s using what.
- Tailor the content: A one-size-fits-all approach rarely works. Best to adapt the content and presentation to match the platform’s style.
- Use platform-specific features: With IGTVs, Facebook Live, Twitter threads, and LinkedIn Articles, platforms offer unique features to engage their audience. Don’t miss out on these.
Timing is another critical component to note. You want your content to pop up when your audience will most likely see it. CoSchedule’s study about the best times to post can be a handy guide to bookmark.
Encourage Engagement
Getting your audience to interact with your content is a tricky but vital game part. Here’s how to get it done:
- Post interactive content: Quizzes, polls, Q&As, anything that requires the audience to do more than just a click.
- Create discussion-worthy content: Starting conversations is a great way to boost these metrics. Ask open-ended questions and invite opinions.
Call-to-actions (CTAs) can significantly enhance engagement rates. Telling your audience what to do might sound counterintuitive, but it works!
AdRoll found, for instance, that adding a CTA button can increase click-through rates by 28%.
Collaborate and Cross-Promote
Ever notice how many times you start following a new account after they’ve collaborated with someone you already follow?
Collaboration and cross-promotion are powerful tools for increasing your reach. Here’s why:
- Access to a wider audience: You expose your content to a new set of eyes that trust the person or brand you’re partnering with.
- Fresh content: It brings variety and can provide fresh perspectives.
Coca-Cola and McDonald’s have long been examples of successful cross-promotion. Although in the same industry, both brands benefit from each other’s seasonal Mcfloat promotions. They enhance their brand visibility and offer a unique product to their consumers.
Conclusion
The key takeaway?
Keep it authentic, make it engaging, and never underestimate the power of understanding your audience. It feels like stating the obvious, but in a world cluttered with content, those basics are your best bet for cutting through the noise.
Remember, virality isn’t just about luck; it’s about crafting stories that speak to people, content they see themselves in, and genuinely want to share.
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