by Google
In this day and age, where social media accounts for about half of our digital existence, the term "viral" has become a common term. Whether it's a video, a social media post, or a status update, many of us secretly hope that our content will go viral. But what does it actually mean to go viral, and is there a secret recipe for achieving this phenomenon?
What is viral content?
First of all, it's important to understand what exactly "viral content" means. It's content that spreads rapidly among users on social media. It's not just about the post itself, but also about the emotion it evokes in the follower, which subsequently motivates them to share it.
Myths of Virality
There are many myths related to virality. One of them is the belief that all you need to do is create quality content and success is guaranteed. However, the reality is a little more complex. The key to viral success is the right timing, arousing emotions and understanding social media algorithms.
1. Timing
The right timing is essential. Your content needs to be published when the topic is relevant, whether it’s related to specific events or trends. This increases the chances that your content will catch attention and go viral.
One of the best examples that illustrates the importance of timing for viral content is the Ice Bucket Challenge. This charitable activity gained immense popularity in the summer of 2014. Participants poured a bucket of ice water over themselves to raise awareness about amyotrophic lateral sclerosis (ALS) and encourage others to do the same or donate to research for the disease.
2. Emotions
Emotional engagement is the foundation of virality. Content that evokes strong emotions - whether joy, laughter or sadness - is much more likely to be shared.
Another contemporary example that highlights how emotions affect virality, we cannot ignore the story of the creation and popularity of "Baby Yoda" from the TV series "The Mandalorian". This character, officially known as Grogu, but widely nicknamed Baby Yoda among fans and on the internet, became a viral sensation shortly after the series premiered on Disney+ in November 2019.
A hook can also evoke an initial reaction and emotion. You can read more about the art of HOOK in our next blog.
3. Algorithms
It’s also important to understand the social media algorithms where you want your content to resonate. Each platform has different mechanisms for determining what is shown to users, so it’s crucial to understand these rules. An example is the Airbnb case study.
Airbnb, a home-sharing platform, makes excellent use of Instagram to increase their brand visibility and build community. They focus on visually compelling and emotionally resonant content that inspires people to travel and try new experiences. The strategy Airbnb uses has not only helped them grow their online presence, but also boosted brand trust. Compelling visual stories and authentic shared experiences have attracted a large number of travelers who have decided to use the platform for their future adventures.
You can read how the Instagram algorithm works on our blog 👇
Viral is not a coincidence
Although it may seem that some viral phenomena arose by chance, most of them are the result of a thoughtful strategy and in-depth analysis. Understanding your target audience and defining specific goals are the basis for creating viral content.
How to create viral content:
1. Audience - know the people you want to target.
2. Emotion - try to evoke some emotion in your followers with your content.
3. Innovation - be creative and bold in what you do.
4. Timeliness - adapt your content to trends and current events.
5. Sharing - make it as easy as possible for your followers to share your content.
While these steps do not guarantee instant viral success, they provide a solid foundation for understanding and leveraging the dynamics of social networks. Virality is a combination of art and science, with an emphasis on authenticity and the ability to communicate universal human stories. In the world of digital communication, while viral success may seem like the Holy Grail, the real key is to create valuable content that people will naturally want to share.
