The aim of every content marketer in the world is to get their content to go viral. Doing ensures the success of their content marketing campaign and amps up the visibility of the company it’s attached to. Content that goes viral has a number of different factors that affect its success. The problem behind this is that you’re not really one hundred percent sure which content factor will be the one to go off the charts. There have been content pieces produced that follow the laws of what you would expect would guarantee virality, yet the content failed to take off in a significant way. There are quite a few factors that contribute to the virality of a piece of content such as:
From the perspective of a marketer and alike and a share look like almost the same thing: a nod to the content provider, letting them know that the person who liked or shared it thinks that it’s a good content piece. Psychologically speaking, it is far more likely that someone sharing content identifies personally with that content when they click the share button. A like is more of an abstract way of giving the nod of approval to the content producer. Depending on how you’re using your content to promote your brand, you should aim for more shares of likes as the case may be. Branded content that has a lot of likes appeal to the users, but are not the kind that your users identify with. Make your content more personal and it’ll be shared more often.
Pictures have always gotten far more shares than walls of text. Traditionally, people tend to share the things that they can personally identify with and visual media is perfect for developing a mirror of self-reflections. Likes are usually given to content that is entertaining and pleasing, but isn’t really representative of the audience. Building on what we learned previously, if you want to develop a viral content campaign, you’re going to have to tap into images that your audience can relate to. For this to work, you need to be able to understand your audience inside out. The more you know about them, the more likely they will see themselves in your post and the more likely they will share that post.
Static images usually have more people commenting and liking on them whilst animated GIF images have far more shares. Even video tends to be shared far more often than simple images. It’s a reflection on the power of social media as a tool to drive discussion that videos and moving images tend to be far more shared than static images. When universal high-speed internet access was limited, images were preferred as they loaded quicker. Now that loading times are not an issue, people prefer animated visuals and short clips that tell a story. If you manage to tell a compelling story with your GIF’s or clips that touches the emotions of your audience then it’s very likely that they will consider a share over a like.
The very base of the virality of a piece of content is how your audience perceives it. Emotional responses are still the number one tool for getting an audience involved in a story and wanting to share it with their friends. Leveraging your audience’s feelings is the most effective method of content marketing, but it requires an understanding of how your audience thinks, something that can only be garnered from exploring your audience in-depth. Creating content that can go viral is easy, but it depends wholly on the audience if a piece of content does go viral or not.
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