Going Viral Like the Cool Kids
The term "going viral" has become a coveted phenomenon, AKA striking internet gold.
Whether it's a heartwarming video, a clever meme, or a thought-provoking tweet, the allure of capturing the attention of the online masses is undeniable. But what does it truly mean to go viral, and is it a stroke of luck or a carefully crafted strategy?
Let’s dive into the intricacies of the viral phenomenon, exploring the unpredictable nature of online success and uncovering the secrets behind digital overnight stardom.
Be sure to also check out our latest podcast episode where we dissect this very topic, sharing insights, anecdotes, and expert opinions to guide you through the world of going viral.
So what is virality, really?
Going viral is pretty subjective depending on the user experience, but most consider it being around 5 million views in one week. Like everything else, this has also changed with time.
In the past, going viral mostly meant it was safe to assume everyone had seen the video. You’re probably going on Ellen soon, and everyone’s using your phrase or anecdote fairly often in their day to day. Think “Damn, Daniel..”, Brittany Broski’s Kombucha Meme, Alex from Target…you get the gist.
Nowadays, with the sheer amount of users posting content, that type of virality is nearly impossible. Instead, going viral now means that a large number of people have seen your content and it continues to be shared across platforms.
If you’re gearing up to go viral, and specifically creating content to do so, it’s important to know that the algorithm works differently throughout the various social media platforms. Tiktok, for example, pushes your content out to a small handful of users. If the content is well received and engaging, it will continue to push out to a wider audience. The pace of this varies depending on how often your content is shared.
According to Reddit, here are some things that make for viral content:
Controversy
Confusion
Innuendos
Shock
Compelling Stories
Trends
Why should you want to go viral?
Captivating content like this is usually the reason for many people to visit your page in the first place. Most often, it’s going to be your first impression to a new audience– think top of the funnel.
Because of this, before you go viral it is important for you to at least have some content on your page that explains who you are and what you do. Be careful not to only create “viral” content, this isn’t going to sell or convert followers. You should have content that will explain your brand, mission or business so that new followers will have a sounding board when they reach you via viral video.
So you’ve set your sights on going viral, where do you start?
Remember that here you are trying to reach a wide, or wider, audience. So yes, your ideal client should be included in this demographic, but it probably shouldn’t be so niche.
Take this chance to drop some of the rules you have, and allow yourself and your brand to come across as fun and authentic. Rigid, forced content does not tend to go viral.
That said, there is still a way to keep your branding and overall vibe while creating viral content.
Remember that viral pieces will probably not secure sales, and most likely won’t have much to do with your actual product or service. However, your product may be in frame, or you may be at X location wearing your work uniform…but you probably aren’t dishing out on your exact offer (unless it’s truly revolutionary.)
A good example of this is the use of celebrities in Super Bowl commercials. Remember this year’s BMW commercial? No? Let me rephrase…remember this year’s Christopher Walken commercial?
Now for the big guns… How are you actually going to go viral?
Start by casting a very wide net. You want to reach a large group of people, so your content should be appealing to the vast majority. This could be a common problem a lot of people have…bonus points if it’s widely known but narrowly talked about– cue “I’ve never had an original experience in my life” comments.
Now dip into some trending content, less about the sounds themselves, but the actual content. Think yearly ins and outs…”If I won the lottery I wouldn’t tell anyone but there would be signs.” Keep your finger on the pop culture pulse here and tune into the zeitgeist.
Another way to break the viral threshold is to be controversial. What’s an opinion you have that’s considered a hot take? This is going to get people to comment their opinions on your video and interact with your page which will push your content out to more people.
Storytelling is also a crowd favorite. Be sure to have a hook here, typically a shock factor or something captivating from the end of the story to grab viewer attention.
Lastly, try using “I” instead of “We.” I’ve seen a lot of conversation surrounding people not wanting to follow brands anymore… they want to follow “you” (usually the founder, creator, or forward facing character.)
We hope you learned something new about virality today. Try out some of our tips and we’ll see you on our for you pages in no time!
Cheers,
Xo, TJ
