There’s so much buzz and competition these days to try to make content go viral, that it has, by nature, become more difficult to do. But it is still possible. Going “viral” only means that a piece of content has enough appeal, either broadly or narrowly, that people take the time and effort to spread it to their friends and colleagues with their endorsements or commentary.
The easiest type of viral content to create is content that is amusing and very general, although, if you are an advisory business — a management consultant, financial services firm, A/E/C firm, law or accounting firm, wealth advisor, venture capitalist, staffing or HR business — it’s better to write content that is specific and targeted to your particular audience. Obviously, random traffic into your site isn’t as valuable as qualified traffic.
So how do you get your content to go viral? The key characteristic we see is “enjoyment” — which can be defined many ways. It can mean amusing or funny, smart and inspirational, or clever and thought-provoking. You should determine what type of “enjoyment” you write for by the audience you’re speaking to. What kind of content would they enjoy, find amusing, inspirational or thought-provoking? Is there an inside joke or common phenomenon your audience encounters with customers or suppliers about which you could write something compelling? Is there an industry-related issue brewing that you could put a different light on or speak about differently?
Yes, funny and embarrassing things tend to catch on more easily, but that isn’t the only content that gets play. Inspirational keynote speeches get as much play as stupid pet tricks. There are lots of reasons people share:
1. If it’s unbelievable or surprising.
Something that seems “not possible” or super human inspires sharing. It eases our sense of misbelief.
2. If it’s highly emotional.
Something that evokes deep emotion or touches the heart brings out our humanity and the tendency we have to connect with others.
3. If it will make someone smile or laugh.
Content that makes us smile brings out our desire to cheer others as well. Laughter is universal, and everyone can use a little extra joy in life.
4. If it provokes thought or reflection.
We are all problem solvers on some level. Thought-provoking content challenges our intellect.
5. If it’s embarrassing or shows common human frailty.
Embarrassing moments are something to which everyone can relate, and seeing another person’s frailty soothes our fear of being embarrassed. But be careful. You don’t want to appear a fool or be insensitive.
6. If it makes you stop and think.
We all enjoy the jolt in perception that occurs from being inspired to see beyond the trees to the forest. Seeing the bigger picture makes us feel more connected to others and what’s around us and prompts a natural desire to share that perception.
7. If it’s extreme or dramatic.
Dramatic content is always popular. It breaks up the monotony of the day or moment.
8. If it supports or contradicts a common belief most people hold.
Commentary that relates to a person’s world view or beliefs is often spread because it helps the person articulate the idea more clearly than they can alone.
9. If it is current in the mainstream media.
People like to be “in-the-know.” Any content that is timely or related to content in current media is likely to be found interesting by others. If your content adds information to what is widely reported, it is even more likely to be spread around.
10. If it’s inspirational or motivating in some way.
The form in which you present your content matters, too. Videos, podcasts and images are more likely to be spread than text-only articles and blog entries, and interactive content like games or quizzes or anything that engages the recipient to interact directly with the content are also more likely to take off.
So, get out there. Catch the viral bug and get some healthy website traffic! Send it to us. We’ll be listening.
— Chris Quinn, VP and Brand Strategist
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