Let's go Viral! But before we try to do that, we should all remind ourselves how hard it is to grow a business. We often come across business blog or quotes from financial "gurus" that tell us to put in that extra effort. There's no such thing as a free lunch, right?
Well, although this might be true, you got to channel that extra energy in the right direction, not blindly following the "usual" pointers (from popular sites) that out-rank genuine stuff at the top of your search! Yes, those guys at the top, yeah they got there, but sometimes its from the age of their posts or they had some pointers that really worked ... like 3 years ago.
That's why I've decided to go on an exploration to study high-ranked viral content posts on the top of the viral search and to test out what is the real deal and what are those contents that are not so effective.
While I'm at it, I figured that why not share it with you guys as it might be darn useful as it saves up tons of time to help you channel that extra energy in other efforts to grow your business!
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Most posts would describe viral as being dependant on a large number of humans having a similar emotional reaction to your content. While this might describe the actual feat of going viral, we must first know what captures the human attention in the first place.
Attention only comes when something in your content triggers interest, followed by emotional responses/reactions. This is easier said than done.
1) Generally, interest and emotional trigger is what any viral content must have so yeah, these 2 is an absolute must!
Interest can be triggered by things that relates to love, life, health, companionship and entertainment. Think "what is in it for me to see this or read this?".
Emotions are triggered by both positive and negative contents. Common positive contents: surprise, new (something exciting, something unheard of before), awe, reward, shock and compassion. Common negative contents: Sex and violence of course.
A key study by Jonah Berger and Katherine L. Milkman of the Wharton Business School in “Social Transmission, Emotion, and the Virality of Online Content” 2010, reaped the following crucial findings:
A) People commonly share contents when they hope to raise their social position, generate amusement among friends, generate reciprocity (i.e. to get something tangible or not in return) or simply to help others.
B) People love to share useful contents that help too. (e.g. cooking videos, DIY stuff and so on)
C) The key to being viral is the level of excitement of the viewer/reader – the more highly aroused they are (positively or negatively), the more proactive in sharing content; even content that is unrelated to the cause of their mood.
D) Positive content is generally more receptive than negative ones. If you absolutely must, Negative content that causes anger and anxiety is shared more.
E) Positive content that inspires surprise, amusement and awe is shared more.
F) Content that inspires low emotional arousal (sadness) is less viral.
2) Video, picture or article posts? Which generates more human emotional response?
My personal opinion is that a picture or meme is very effective as it evokes an instant response and it takes far less amount of time to create.
I see videos as multiple pictures (or frames) put together, so yeah, it works even better if you got the right mix of emotional and interest triggers! Just don't make it too long and draggy.
Articles can get there sometimes but most people lose interest after 7 seconds while they are on your page.
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Viral memes/videos (typing "best viral memes" and "best viral videos" on Google) are plenty and constantly being produced but what makes a meme or video enter the viral hall of fame.
Lets take a look at a recent few and why its so darn successful:
1. BE LIKE BILL
1) The key to its virality is that it relates to everyone, hence the interest trigger checked.
2) The appeal of BILL stems from its ability to allow friends to passively judge each others living habits or life choice, and having a laugh about it though its simplistic stick man and satirical format. Notice the key here is relationship as only friends or related people would really care that much and reading weird life choices related to them seems like a load of fun!
This viral campaign shows that trust and relationship dynamics that comes along from friends strike an usually strong arousal among viewers.
2.GANGNAM STYLE, PSY
1) This hit has churned out millions of viewers and tons of spin-offs. The most watched video on you-tube!
2) Its appeal stems from its infectious tune and of course the "unorthodox" dance move of Psy, looking pretty much like riding a horse, if I might add. People dance to it, sing to it and most viewers parody the moves as it creates great fun and amusement!
This video exemplifies any video that is done to generate great fun and amusement among viewers. It has high entertainment value and its moves and content are both original and refreshing.
3. DIET COKE AND MENTOS
1) The fascination with chemical explosions doesn't come anymore fun than the series of videos featuring diet coke and Mentos!
2) The success of this video actual comes from the familiarity with its 2 main ingredients. The 2 items are easily the most common drink and sweet that we all consume daily. The very fact that we encounter it daily leaves people in awe and shock that such reactions can actually take place.
Take a look at some of these amazing videos here. Amazing Coke and mentos videos.
The contents involved are easily associated with our daily lives and the shock value and surprise factor of the contents (chemical reaction) also leave a lasting emotional response in all of us.
4.LIVEADD
1) This facebook page showcases interesting things in an around the web like a live addition of your daily activity!
2) The success of its contents boils down to its simplicity of contents. Most of which are easily identifiable and fun to watch.
Take a visit to its page and like it if you can.
Visit Liveadd.
The viral factors from the website is simplicity and its easy contents help create fun and amusement for all.
5) "BUT THAT'S NON OF MY BUSINESS"
1) This amazing picture of Kermit the frog strikes a cord with everybody. Most of us grew up watching Kermit and his cool and laid back stance while sipping tea simply nails it when it comes to passing judgement on other people's silly life choices. A brilliant satirical look at our daily lives and poke fun when its due.
2) Its satirical notion relates to everybody quickly and brings about much amusement and evokes a strong emotional reaction among viewers so much that sharing it is almost inevitable.
A brilliant satirical piece aimed at poking fun at other's silly life choices. It easily allow friends and relatives to relate and evoke emotional reactions, not to mention amusement and entertainment. Such potent combination is viral gold.
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Studying the 5 viral contents above, let's see what we got from all this:
1) Trust and relationship dynamics that comes along from friends and relatives strike an usually strong arousal among viewers.
2) Generating great fun and amusement among viewers also often causes virality. High entertainment value and infectious movements allow content to be shared more readily.
3) Easy association with our daily lives (things, products or people) and the shock value and surprise factor associated with them also leave a lasting emotional response.
4) Simplicity and easy contents help create fun and amusement that do more to arouse than agitate.
5) Satirical pieces aimed at poking fun is often viral gold, especially if it concerns silly life choices.
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Now, there you have it, my simple 2 cents study on viral gold. Hope it helps you save time and write better content. Like my blog if you must. Thanks.
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