Viral content: what to look out for
Some videos get millions of views in a short period, while others have no viewers at all. This can be influenced by many factors, starting with relevance. However, if a video or post evokes an emotion in viewers, they will actively share it with others. This is how viral content works, spreading at the expense of the users themselves. There are a number of factors to consider when creating such content.
Content becomes viral when it contains information that people find meaningful to themselves. With this in mind, the material should focus on solving consumer problems rather than product features. It is also essential to address the emotional aspect. This has its peculiarities.
The importance of the emotional component
The publication or video should look genuine. Otherwise, the audience will perceive both the ad and the brand negatively. The ad should reflect the company’s values and tell an authentic story. Modern users judge brands by their stance on social issues. If content touches on issues that are important to them, it has a better chance of going viral.
Emotional content always gets attention. It doesn’t matter if the sentiment is positive or negative. The more emotional a post is, the more likely it is to be seen by a large number of users.
The GWI platform conducted its research and found that:
– about 15% of Gen Z respondents tend to think about the past;
– generation Y is also more likely to think about the past than the future;
– remembering the past makes people feel good.
These findings are in line with real-world experience. Videos that evoke a sense of nostalgia get the most views.
Practical value and characteristics of a post
Viral content marketing should have practical value. People are happy to recommend videos that are useful and raise awareness. Considering such a feature, videos on the following topics can bring good results:
– lifehacks;
– guides to solving common problems;
– news that can make life more convenient;
– tips that make work and home life easier.
When creating viral content, it is helpful to use the basics of psychology to evoke strong emotions. This will increase the chances that a large number of users will remember the video.
You should also be aware of social network algorithms. They can significantly expand the possibilities for promoting a publication or, on the contrary, limit its visibility. In most cases, the robots take into account the relevance of the content and its fascination for the target audience. The time of posting is just as important. It is advisable to choose periods of high traffic when user activity is at its peak. Current events should also come into consideration. If the topic of the post is relevant to the current situation, the chances of a high level of coverage increase.
