Creating viral content might at times feel like winning the lottery- with equal parts hope and effort, with dollops of luck, going viral can change your life (ask Priya Prakash Varrier).
Take a step back and analyse how much content is being published every single day on social media and online in general, you realize how rare it is to achieve a viral state. So is virality dependent more on the odds or the Gods?
From a marketing standpoint, it’s neither, it’s just good old analysis, research and creativity mixed to make a heady cocktail craved by the digital community across the globe.
*Knock* *Knock*- Who’s there?
Before setting off on the quest to make your next video viral, figure out who is it that you’re talking to. Create a persona by focusing on several elements that are unique to your target audience. This will help you in understanding the kind of information your audience seeks or will appreciate, hence, driving better engagement.
Once you’ve answered what to push out, determine when to push it out. Even if the content is current and of good quality, it can go unnoticed if it’s not broadcast at the right time. Indeed, relevant content will always be relevant not only to the facts it conveys but also to the public’s informational needs at certain points in time.
I’m going to make you an offer you weren’t expecting!
Analyse what’s resonating the most with your audience at the moment. If you notice that a particular topic, angle, theme, etc. is completely killing it, there’s a good chance you’ll see favourable results if you cover it as well.
To go viral, you have to get people excited and offer them something that can affect their feelings strongly enough that it makes them want to share your content with their social networks. Give them content packaged in the most unexpected manner (Dhinchak Pooja is the perfect example here) when a strong emotion is sparked from viewing a piece of content, people naturally want to share it to see how their friends will react to it too. Good or bad, it can still go viral!
You miss 100% of the shots you don’t take.
Viral marketing is a consequence of consistency, keeping constant contact up daily is by far and away the best, most organic and cost-effective way to create content that will ultimately become viral in how it spreads. When something does catch on, people go back and review other ‘attempts’ by the viral marketer that all of a sudden see an uptick in engagement.
Aside from differences in demographic use, there are also different types of posts that have been proven to do a bit better on each platform. For instance, Facebook leans towards personal communication, hence authenticity sells, whereas Instagram has one simple virality mantra- show me something (someone) beautiful.
I haven’t read that, I’ll wait for the movie.
The attention span of the average web surfer is getting shorter and shorter, hence visual content will always go viral faster than any traditional blog post simply because pictures and videos are easy to understand and the message is delivered instantly. Nobody wants to read paragraphs of words to get a punchline. They want to see someone trip and fall in 10 seconds, or see a funny meme image and share it within seconds.
Honestly, this is how viral content is done. It also proves that visual content is always going to outperform anything else. It’s just too easy to absorb and share across several platforms, helping to enhance its reach even further.
Keep it Fresh.
Last but not the least, you can’t expect anything to get picked up by a significant audience if it’s just rehashed content with a mediocre message. To go viral, you need to do something that’s never been done before. You have to get people excited and offer them something that can affect their feelings strongly enough that it makes them want to share your content with their social networks.
Ready to go viral?
To tell you the truth - anyone can go viral once.
Going viral is NOT the hardest thing in the world. The hardest thing in the world is figuring out what to do next and that leaves you with just one choice- Keep coming up with new ideas.
Jatin runs FrogIdeas which is one of India’s leading digital strategy and marketing companies. With over 90 digital consultants based in its offices in Gurgaon, Bangalore and Mumbai – it serves some of the leading Indian and global companies including 19 Fortune 500 companies consulting with them on their digital strategy and executing their digital marketing. Some of the clients FrogIdeas works for are Mahindra, Wipro Technologies, Interglobe Enterprises, Philips, Jim Beam, Accor Hotels, Mahindra and Oracle amongst others.
FrogIdeas is one of the most awarded digital firms in India and is the ‘Agency of the Year’ 2015 according to Paul Writer. It is also the founding member of the Content Marketing Council of India which espouses the cause of content marketing in India.
He is a regular speaker in Industry conferences across APAC and a guest lecturer in several management institutions including IIM’s , ISB, FMS, Great Lakes etc, and a mentor for startups at incubators such as 91 Springboard and Startup Tunnel. He is a regular writer for publications such as Business Insider, and is a WIP Author. In August 2017, he was inducted in the Paul Writer Hall of Fame for Marketing as part of a glittering ceremony attended by some of the country’s leading CMO’s.
Jatin also hosts India’s first web series focused on marketing- ‘The Leap’ which are discussions with India’s leading tastemakers and practitioners of Marketing delivered on YouTube.
Prior to FrogIdeas, Jatin started his first company in 2006 while still in his teens. In 2010, he founded madeinhealth.com , which became India’s leading health E-store. MadeinHealth was later acquired by Healthkart.com in 2012. He has also had ventures in E-education and Water and headed Strategy for the USD 50 Million dollar funded Yebhi.com.
Jatin can be reached on [email protected]