Unfortunately, there is no secret recipe for going viral on social media. But by debunking the three biggest myths, we can provide you with helpful tips.
From “Charlie bit me!” To “What was the cause?” To “Well, that escalated quickly” – a number of clips, memes and sayings haunt the social media and are shared thousands or even millions of times. Creating so-called “viral content” is the goal of many companies and brands. But there are many myths surrounding the conditions for successfully disseminating content. Martin Schottstädt, CMO of HAPPYGANG, clears up the maze of content fallacies and explains which factors actually influence the virality of a post.
“The main thing is that my posts are funny and entertaining”
There is a small spark of truth in this thought: There is even scientific evidence that highly entertaining content has particularly great potential to be shared. The same goes for clips with surprising elements. Much more important than the sole focus on the entertainment effect, however, is to be aware of one thing: Things are shared by people when they leave them feeling good or even increase their self-esteem. This works especially on the emotional level. This not only includes humorous content, but also clips that are dramatic or trigger shame and tempt you to click the share button. Also effective are those messages that slip through the grid of the media mainstream and disseminate useful information. We share what touches us – because what touches us is important to us.
“I need influencers to increase my reach”
Not necessarily! Much more important is the strategic planning of the content. The two biggest pillars are seeding and timing. With seeding is meant the pure “sowing” of the content. Care should be taken to ensure that the article addresses the desired target group and that the selected format is suitable for the targeted platform. The timing includes the right length as well as the choice of the right time for content creation and publication. Users attach great importance to snackable content: Short Facebook clips with a retention time of less than two minutes are more often consumed in full than longer videos. However, the guideline values vary from platform to platform. In addition, it is essential to check whether there are appropriate events that can be used for distribution – these include holidays, news, events, but also popular memes. Songs or trends that can serve as a reference. In this way, references are created on topics that affect people, occupy them and subsequently disseminate them.
“I have to put money into my content to go viral with it”
Many think that with a small injection of money they could turn their own contribution into a viral hit – a clear myth. Content spreads organically – simply because the users want to recognize a certain value in the post. However, there are content-related and stylistic tricks with which this “social currency” of a contribution can be increased. Comprehensibility is particularly important of the content: Nesting sentences should be avoided. The simple processing of information with content-rich texts increases the willingness of users to consume significantly. A “call to action” is also important and should encourage people to interact with the contribution. Another point is the authenticity of the posting, which means: staging less, reflecting more naturalness. In general, additional risk factors should also be taken into account. Despite the best planning, there is often no guarantee that content will actually go viral. In particular, the question of whether certain groups might feel attacked plays an important role. It should therefore be considered what effects potential reactions would have on the Post and how this can be avoided or counteracted.
Conclusion: Above all, emotionality and added value count
It remains to be said: There is no arbitrary arbitrariness behind the content that people share. Rather, a viral hit is dependent on its entertainment value, its emotionality or its added value for the user: inside and the strategic planning of seeding, timing, content and risk calculation. Financial investments and influencers can increase reach, but they are not the decisive factors for content that goes through the roof. Saying goodbye to the above errors, however, can be the fertilizer for well-planned content to grow rapidly on social networks.
Source: OnlineMarketing.de by onlinemarketing.de.
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