Going Viral: Creating The Most Shareable Content
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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