Have you ever stumbled upon content online and wondered, “Why is this everywhere?” or “How did this get so many views?” – we defs have. The most recent example for us is the viral strawberries and chocolate on Tiktok, which inspired us to delve into the intricacies of viral content – and we’re here to report back! *dramatic salute*
1. Quality Doesn’t Always Guarantee Views
Contrary to common belief, a video’s popularity isn’t necessarily linked to its quality. In fact, something we often see is the more popular a video, the lower its quality tends to be. Additionally, videos longer than three minutes rarely ever go viral, and it’s usually the short and snappy ones that steal the spotlight.
2. Viral Marketing: A Myth?
The term “viral marketing” is tricky, as it implies you can engineer virality. But in reality, there’s no such thing. Virality isn’t a marketing tactic but rather the result of organic content sharing. It’s the power of word-of-mouth—a chain reaction triggered when people share content with friends, creating a positive ripple effect for your brand.
3. The Social Connection Factor
Contrary to the idea that only the rich and famous go viral, the driving force is our innate social nature; you see, as humans we crave connection, even if it is through screens. When content is funny, interesting, or helpful, we share it to include others in the conversation. Virality isn’t exclusive – not at all; it’s about ordinary people being recognized through online posts.
4. The Power of Humor and Shock
Two potent catalysts for virality are humour and shock. Humans gravitate toward content that evokes laughter or surprise, and these emotions foster bonds and connections, essential for spreading a message or product. Yet, a cautionary note we must add: not all humour is marketing-friendly, as it can alienate potential customers – so be careful with that.
5. Embracing Controversy
Viral content often takes a controversial stance. Aligning with the strong opinions of your audience can make your message resonate. However, it’s a tightrope, as poorly handled controversy can backfire MASSIVELY – the key is to find common ground and tap into shared values.
6. Patterns, Recognition, and Memes
Our brains are wired to recognize patterns, a survival trait we inherited from our ancestors – and this trait extends to memes and internet trends. We create, share, and recognize patterns effortlessly, explaining the ubiquity of memes.
7. We Like Feeling Good About Ourselves
Research reveals we engage more with content that boosts our self-image. This “self-serving bias” leads us to curate social media to present our best selves – in essence, we like and share content that makes us look good, even if it is subconscious.
8. We Like What Aligns With Our Values
We’re particularly drawn to content reflecting our values, and articles about global issues, for instance, tap into our desire to contribute positively. Aligning content with deep-seated values ensures resonance and higher chances of sharing.
9. Timing is EVERYTHING
The right timing can catapult content into virality – and tying content to trending topics or current events maximizes its relevance, increasing its shareability. Being mindful of when you release business content is crucial to connect with your target audience. All in all, the importance of timing cannot be understated.
Decoding Virality: Where Psychology Meets Strategy
In conclusion, the science of virality reveals that human psychology is ultimately the core driver of shared content, meaning that by understanding emotions, timing, and the human desire for connection, you can create content that resonates. It’s not about luck but rather about crafting content that moves, connects, and brings joy— THAT is the essence of virality.
