"Great content marketers are like epidemiologists. They meticulously study how ideas and products spread."
- Rand Fishkin
You hit 'post' on your latest social media update. You wait. And wait. A few likes trickle in, maybe a comment or two. But that explosive, wildfire-like spread you've been dreaming of? Nowhere to be found.
Sound familiar? You're not alone.
Today, over 4 billion social media users are constantly bombarded with content, standing out feels like trying to be heard in a stadium full of screaming fans. But what if I told you there's a way to cut through the noise? A way to make your content not just seen, but shared, talked about, and remembered?
Welcome to the science of going viral.
In this article, we're going to dive deep into the psychology of shareable content. We'll uncover the emotional triggers that make people hit that 'share' button faster than you can say "trending." We'll explore the subtle art of crafting headlines that are impossible to ignore, and the power of tapping into the collective nostalgia of your audience.
But this isn't just theory. We've analyzed data from top social media experts, dissected viral hits, and distilled their secrets into 9 actionable strategies you can start using today. Whether you're a small business owner looking to expand your reach, a content creator aiming for that big break, or a marketing professional seeking to maximize ROI, these tactics will give you the edge you need.
Most Viral Emotions on Social Media
| Emotion | % More Engagement than Avg |
|---|---|
| Amusement | 22% |
| Awe | 28% |
| Anger | 39% |
| Anxiety | 31% |
Data aggregated from studies by Jonah Berger and BuzzSumo
Here are 9 proven ways to make your content go viral on social media:
1. Embrace the Power of Emotions
Content that evokes high-arousal emotions like awe, amusement, anger or anxiety gets more likes, comments, and shares. But avoid shock value just for its own sake.
Emotional content needs to feel authentic. Videos and images that capture real human moments perform very well when subtlety amplified through editing and music.
2. Focus on Positivity
While negative emotions spread faster than positive ones, over the long run positivity wins. Upbeat, inspirational content builds deeper connections.
Share success stories, words of encouragement, or examples of human kindness. Positivity provides value that people remember.
3. Use Lists and Comparisons
Lists and comparison posts consistently rank among the most shared content. They break down advice into bite-sized, easy to digest nuggets.
The specific number in the headline attracts attention. Lists also provide value upfront, which people appreciate.
| Type | Examples |
|---|---|
| List post | "10 Ways to Improve Your Writing" |
| Comparison post | "Instagram vs TikTok: Which Is Better for Your Business?" |
4. Piggyback Trending Topics
Attach your content to trendsing hashtags and news events that are already viral. Inserting your content into the stream around popular topics exposes it to built-in audiences hungry for related content.
But provide a novel, insightful take - don't just piggyback superficially. Add value to trending conversations.
5. Recognize the Power of Influencers
Influencer marketing can produce immense exposure. A single Instagram post or Tweet from someone with millions of engaged followers can drive an avalanche of traffic.
Identify influencers who are genuinely interested in your product or content. Avoid tone-deaf, forced promotions. Champion their work and build relationships.
6. Optimize Content for Community Sharing
Make it easy for readers to share your content in their communities. Encourage sharing by prompting for specific platforms:
"If you enjoyed this article, feel free to share it on Facebook/Twitter/LinkedIn/Email!"
You can also provide sample templated social posts with your content pre-loaded.
7. Use Cliffs and Curiosity Gaps
Leaving readers hanging intrigues them to keep reading and share with others. Some techniques:
- Headlines that tease the content but don't give everything away
- List posts that reveal items over multiple pages
- Stories that involve intriguing characters, settings, or unanswered questions
The Zeigarnik Effect shows people remember unfinished tasks better. Cliffs and curiosity gaps make use of this psychological principle.
8. Appeal to Nostalgia
Content that evokes nostalgic memories spreads widely, especially among Millenials and Gen X. References to iconic movies, TV shows, toys, games, and pop culture from someone's childhood activate fond feelings.
Blasts from the past make audiences reflect on how far they've come. Handle nostalgia in creative ways that add value.
9. Employ Surprise and Unexpectedness
Mundanity rarely goes viral. But the unexpected and improbable often does. Think stunts, pranks, and challenges.
Surprise people in delightfully unexpected ways. Keep them guessing about what might happen next. The emotion of surprise engages audiences and prompts sharing.
Key Takeaways
Viral content is driven by psychology and human behavior. While chance is involved, you can engineer virality by:
- Eliciting high-emotion responses
- Making positive, uplifting content
- Using lists and comparisons
- Piggybacking on trends
- Getting influencers onboard
- Optimizing for community sharing
- Using curiosity gaps and suspense
- Activating nostalgia
- Incorporating surprise and unexpectedness
Monitor what resonates and refine your approach. With persistence and data-driven iteration, your content can break through the noise.
The potential impact is worth the effort. After all, viral content can grow brands, drive sales, and spread ideas faster than any other medium.
FAQ
1. What exactly does "going viral" mean?
A: "Going viral" refers to content that spreads rapidly across social media platforms, gaining an exponential number of views, shares, and engagements in a short period. It's the digital equivalent of word-of-mouth marketing on steroids.
2. Is it possible to predict if content will go viral?
A: There's no magic number, but you can boost your odds by employing tried-and-true tactics like triggering strong feelings, taking advantage of current trends, and aiming for accessibility. While there's no guaranteed formula, you can increase your chances by following proven strategies like evoking strong emotions, current trends, and optimizing for shareability. However, some element of unpredictability always remains.
3. How important are emotions in viral content?
A: Emotions are crucial. Content that evokes high-arousal emotions like awe, amusement, anger, or anxiety tends to get shared more. According to studies, content that triggers these emotions can see up to 39% more engagement than average.
4. Should I focus on negative or positive content for better virality?
A: While negative content can spread quickly, positive content tends to build deeper connections and have longer-lasting impact. A balanced approach is best, but leaning towards positivity can yield better long-term results for your brand or message.
5. How can I cash in on trends without seeming inauthentic?
A: The key is to find a genuine connection between the trend and your brand or message. Don't force it. Instead, look for trends that naturally align with your content and add your unique perspective or twist to it.
6. What role do influencers play in making content go viral?
A: Influencers can be powerful catalysts for viral content. Their large, engaged audiences can provide the initial boost needed for content to spread widely. However, the partnership needs to feel authentic and align with both your brand and the influencer's usual content.
7. How important is timing when trying to go viral?
A: Timing is critical. Posting when your audience is most active increases initial engagement. Additionally, tying your content to current events or trends can significantly boost its viral potential. Use platform analytics to determine optimal posting times.
8. Can any type of content go viral, or are some formats better than others?
A: While any content can potentially go viral, certain formats tend to perform better. Lists, comparisons, emotionally charged videos, and surprising or unexpected content often have higher viral potential. However, the key is to match the format to your message and audience.
9. How do I optimize my content for sharing?
A: Make sharing as easy as possible. Use clear, prominent share buttons. Create content that's easily digestible and visually appealing. Craft compelling headlines and descriptions that make people want to share. Consider creating platform-specific versions of your content for optimal performance on each social network.
10. If my content goes viral, how can I capitalize on the momentum?
A: Act quickly to ride the wave. Engage with comments and shares to boost visibility. Create follow-up content to maintain interest. Use the attention to drive traffic to your website or other content. Consider reaching out to media outlets if the viral content is newsworthy. Most importantly, analyze what made the content successful and apply those lessons to future posts.
