Going Viral: Creating The Most Shareable Content

Posted by Tyrion Lannister
2
Oct 10, 2013
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People often assume that when a piece of content goes viral on the Internet, it’s just because someone happened to get lucky. Not a difficult conclusion, considering all of the great things out there that go unshared or unnoticed. Some even say that the only thing that will make content newsworthy is a million shares, likes, or tweets through social media—can you say Miley Cyrus at the VMA’s? However, others are actually starting to believe that there are specific reasons why Internet, Facebook, and Twitter users share certain stories, videos, and pictures.

The premise? People don’t just share information because they’re bored or because they think other people will enjoy it. There is actually a science behind why people share what they do. The ability to have a piece of content go viral comes from the ability to create something unexpected. The material needs to make an impact and catch the audience’s attention right away. Often, it doesn’t need to have a million shares to become “a thing.” If even one person is affected by it, that’s really all you need.

People Want to Seem Smart

One of the most important reasons people share content? They want other people to think they’re smarter or more knowledgeable than they actually are. People want to look good, and with all the ways you can share your thoughts and opinions online, people want to look especially good through the Internet. When you see your friends sharing news stories about the government shutdown, Obamacare, or why Democrats are better than Republicans are, you can probably assume they want you to know that they understand politics more than you do.

Achieving viral status for a piece of content doesn’t always depend on it being trendsetting. It’s important to think about your audience. Who’s going to be reading this content? And more importantly, what would make someone want to share it? Would a reader appear more educated and well-rounded if they share your article or page?  Once you understand that people share in order to look better to their peers, you can figure out how to make your content coincide.

People Want to Make a Statement

Of course, not everyone is hoping to seem intelligent. How fun would the Internet be if it was merely full of facts and academia? Sometimes people just want to make a statement about who they are, what they believe, what they value, and what they enjoy. Content that is full of emotion, whether it’s negative or positive, is more shareable than content without any emotion at all, though the chances of people sharing a Good Samaritan story are higher. If users feel like they can relate, empathize, or even feel apathetic towards an issue, they are more likely to share it with others.

The most shareable content will capitalize on triggers, or the types of stimulants that will launch a reaction from people, both good and bad. The smartest companies work this concept into the design of their brand, product, or statement. They will make sure that people would want to share a story, a song, a video, or their excitement for a new favorite product. When companies remember that people want to make a statement, they will experience viral status.

People Want to be Relevant

One final concept behind shareable content and viral achievement? If you’re helping people to feel relatable and included, you’re doing a good job. No one is a stranger to the desire for belonging and social acceptance. People will share what they think will help them be relatable to others. People want to fit in, so they’ll share what they think will be considered trendy and cool.

Content needs to be relevant and up-to-date. No one is tweeting about the iPhone 4 anymore and no one is bragging about buying a first generation iPad on Facebook. Shareable material is living in the here and now. Blog posts are talking about the iOS7 updates and newspaper articles are telling people how to avoid ending up with a new phone on back order. People want to be kept in the loop and, most importantly, they want to feel like they have something in common with their friends, family, and even celebrities. Viral content is always relevant.

Make It Work

One way to make sure that your content is shareable and relevant is to work with professionals who understand the importance of your online presence. SEO companies are now more essential than ever before. In order to understand why people share some things rather than others, you need to use social media to your company’s advantage.

Boostability, an SEO company that operates out of Lehi, Utah, works with both small businesses and large corporations to help them improve their online rankings and relevancy. Boostability reviews acknowledge how the company utilizes social media platforms like Facebook, Twitter, and LinkedIn to help businesses share what they’re about, what they offer, and why they stand above their competition. Even though no one can offer guarantees about what will make a piece of content go viral, understanding the science behind why people share what they do can increase the likelihood that your content will be shared. 

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