Truth of virality: How viral content really works

In this day and age, when social networks make up about half of our digital existence, the term "viral" has become commonplace. Whether it's a video, a social media post, or a status, many of us secretly hope that our content will go viral. But what does it actually mean to be viral and is there a secret recipe to achieve this phenomenon?

What is viral content?
First of all, it is important to understand what exactly "viral content" means. It is the content that spreads rapidly among users on social networks. It's not just about the post itself, but also about the emotion it evokes in the viewer, which then motivates them to share it.

Myths of Virality
There are many myths surrounding virality. One of them is the belief that just create quality content and success is guaranteed. However, the reality is somewhat more complex. The key to viral success is the right timing, evoking emotions and understanding social media algorithms.

1 . Timing

Correct timing is essential. Your content must be published at a time when the topic is current, whether related to specific events or trends. This increases the chances that your content will catch on and go viral. 

One of the best examples that illustrates the importance of timing for viral content is the case of the "Ice Bucket Challenge". This charity activity gained extreme popularity in the summer of 2014. Participants poured a bucket of ice water over themselves to raise awareness of amyotrophic lateral sclerosis (ALS) and encourage other people to do the same or donate to research into the disease diseases.

2. Emotion

Emotional engagement is the basis of virality. Content that evokes strong emotions - be it joy, laughter or sadness - has a much higher chance of being shared.

Another contemporary example that highlights how emotions influence virality, we cannot ignore the story of the creation and popularity of "Baby Yoda" from the television series "The Mandalorian". The character, officially known as Grogu but widely nicknamed Baby Yoda by fans and the internet, became a viral sensation shortly after the series premiered on Disney+ in November 2019.

The initial reaction and even a hook can evoke emotions. You can read more about the art of HOOK in our next blog.

3. Algorithms

Understanding the algorithms of the social networks where you want your content to resonate is also important. Each platform has different mechanisms for determining what will be displayed to users, so it is crucial to familiarize yourself with these rules. An example is the Airbnb case study.

Airbnb, a home-sharing platform, makes excellent use of Instagram to increase its brand visibility and build community. They focus on visually impressive and emotionally resonant content that inspires people to travel and try new experiences. The strategy used by Airbnb helped not only to increase their online presence, but also to strengthen trust in the brand. Impressive 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 no accident
Although it may seem that some viral phenomena arose incidentally, most of them are the result of well-thought-out strategy and in-depth analysis. Understanding your target group 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. Emotions - try to evoke some emotion in your followers with your content.
3. Innovation - be creative and bold in what you do.
4. Actuality - 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 don't guarantee instant viral success, they provide a solid foundation for understanding and leveraging the momentum 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 communications, while viral success may seem like a quest for the Holy Grail, the real key is creating content of value that people will naturally want to share.