Viral content marketing is one of the hotly discussed contents on marketing forums. So what is viral content, and how to build viral content? See details in the article below.
What is viral content marketing?
Viral content or viral content marketing has been commonly used in recent years. In particular, in growing social networking applications such as Facebook, Tiktok, and Instagram, this phrase is also mentioned in everyday stories instead of technical terms. So, what exactly is viral content in marketing?
First of all, it should be understood that “viral” is inspired by and derived from “virus.” This is a visualization to show any element’s rapid and widespread spread, in this case, marketing and advertising content. Viral content can be formatted via short videos, articles, images, or other ways. However, the common point is that it will give the audience access to certain valuable and specific information.
It should also be noted that, when it comes to viral content marketing, we will often focus on the value it brings instead of the source. A media unit does not need to create new content, they can use pre-existing resources (news, stories, images, etc.) spread in the community.
In addition, some viral content can create a trend in a specific period and range. For example, the line of Nguyet’s character, “I don’t have a lover. I’m scared to be here”, quoted in the movie “Ahead is the sky,” which has been waiting for the community to repeat widely used on social media channels. It is entertaining, but it is also like a metaphor, a way of alluding to people who are sly, crooked, etc…
Why create viral content?
Although there is no specific measure to determine whether the content is genuinely viral, the value of this type of content to the business’s marketing campaign and the brand is clear. Viral content marketing has mighty communication power. Because of their unique appeal to readers, these types of content receive a tremendous amount of interaction.
Viral is the fastest way to position a brand! That’s exactly what the virus was supposed to do – implant the message in the target public’s memory. In the process, it also implanted the brand identity!
Regardless of the media, such an article is widely commented on and shared. As a result, traffic on the website, Fanpage, and Youtube significantly improved. In particular, from an initial channel like Facebook or Tiktok, it can also spread to many other media, such as newspapers, Twitter, etc. The recent “Seagate 31 football watching couple” story is a typical example.
In short, if you can create or make good use of the value of viral content, a business or brand can promote its image and reach an unprecedented number of customers, especially new customers. On the contrary, this is also why every company and brand today is trying to exploit vigorously in viral content.
Factors that create viral content for content
So, what factors help form viral content marketing? Here are the four critical elements of viral content.
The first requirement that content wants to be widely spread is usefulness. In other words, they must give the reader some precious information and stories. Either some great tips, practical tutorials, or simply a humane lesson or fun, entertaining content.
All will solve the reader’s needs, helping them troubleshoot their problems. That way, new readers are ready to like, drop hearts, comment, and share content.
Sense of humor
Depending on the specific content, humor should be integrated and balanced in the article. But objectively, most of the content going viral in the last few years is in the group of funny content.
The content is entertaining through the words used and through exciting and easily accessible animations to most readers. In some cases, the content is also a subtle satire of specific individuals or less-than-subtle lifestyles.
Right psychology of readers
It is a fact that people look to today’s popular communication channels such as Facebook and Tiktok… because they want to find moments of relaxation, relieve life pressure, and exchange and connect. And what’s better if the article content properly exploits each of these needs of the reader. At that time, the content will evoke sympathy and intense emotions in the readers.
However, viral content marketing needs to be directed to a specific audience group. For example, students, nursing mothers, etc., are not widely accessible like news. At the same time, the content should also be posted at the right time to bring the best results.
Controversy in viral content marketing is necessary. Because this factor will stimulate the psychology of refuting and expressing opinions through commenting and sharing, however, the content presented needs to be universal, i.e., anyone can encounter it and in the direction of raising problems without too imposing one-sided thinking.
The reason is that the controversy will sometimes cause the content to be counterproductive, and the article is less interactive. Worse, it can also negatively affect the image and brand value of the business.
Five secrets to building viral content marketing
The following five tips can help you create viral content more quickly and effectively:
Focus on content
As shared, an article that brings value to readers is not necessarily viral, but if it is viral content marketing, it is indispensable for usefulness. Here are some content directions you should refer to:
- Handbook, guide, and method to solve a common problem in life.
- Content about touching and humane.
- Facts not many people know.
- Content in the form of sharing documents and knowledge of any major.
- Information, emergency announcements, weather, natural disasters, etc.
Content that taps into psychology and emotions
Like a business campaign, you need to identify the leading audience group and fully exploit their psychology and emotions to include empathy and understanding in the communication. This is a disturbing story for any media unit. But, if it can be done, the connection between readers and businesses, and brands will become strong, creating a premise for a successful viral content marketing campaign.
Balance humor and controversy
As mentioned, humor and controversy are complementary factors for content if it wants to spread widely. However, this factor should be considered before being included in the media content, if included, to what extent, etc. For example, a humane story that makes the reader laugh is there. Something is not correct.
Diverse ways to deliver content
Not the words; what makes the reader attracted the first time surfing the content must be images and videos. Therefore, even if the content is “a guide to the kitchen,” you should also spend time designing photos and videos that are thoughtful, vivid, and attractive. Besides, try to diversify both communication channels, using Fanpage, Facebook group, Tiktok video, etc.
Don’t forget seeding.
Seeding does not directly help you have a viral content marketing campaign, but it is a “fire starter” for media content to be interactive and spread. This is consistent with the way articles are distributed on Facebook, Tiktok, and most social media channels. On the other hand, the interaction effect is better if readers receive feedback from the author himself.
In short, viral content marketing is a frequently mentioned issue today. However, how to make the article go viral is not a straightforward story.
What content can achieve a good communication effect?
Some types of content that often receive high engagement and go viral are:
- Handbooks and guides.
- Touching, inspirational, humane story.
- Interesting Facts.
- Urgent and valuable information, announcements…
What should be noted about the controversy in viral content marketing?
A controversial element is necessary for content types that want to be viral. However, this is not mandatory but depends on the topic and content of the communication that the marketing implementation unit is aiming for. In addition, the given content should be universal, anyone can encounter it, and it should not be too imposing one-way thinking.