What does it mean to “go viral” in today’s world, and can anyone, regardless of industry, reach this pinnacle of brand identity?

By 2023, we’ve all grown accustomed to viral videos and other forms of content that spread like wildfire, racking up millions of views before fading away into the depths of internet history. To outsiders, it might seem like the creators behind these viral pieces of content are either brilliant marketers, simply lucky, or some combination of both. However, what looks like a stroke of genius is often the result of weeks or months of planning, trial and error, and audience analysis.

You might also assume that the ability to go viral is reserved for young celebrities or well-established thought leaders, but you’d be wrong. Take what you know about virality and throw it out the window, because it’s a much more powerful and accessible tool for your business than you might think.

Why go viral?

There are several reasons why it can be beneficial for your content to reach viral status. First, it’s one of the quickest and often least expensive ways to establish solid brand recognition. After all, the goal is for people to fall so in love with your content that they can’t help but share it—at no cost to you. Unlike paid advertising, viral content spreads organically, growing your audience and increasing the number of eyes on your products and services without you having to lift a finger.

Second, having viral content can make you and your brand synonymous with your industry and what you sell. When the eyes on your content extend beyond your typical audience, you’ll be broadly recognized as an expert in your field. You also won’t have to worry about targeting your marketing to the individual because it will be memorable for both young viewers and old viewers alike.

Finally, going viral can help you establish long-term credibility. Even if someone who comes across your content isn’t ready to buy today, you will be forever etched on their mind, making yours the first brand they think of when they are ready. Become memorable, and the customers will come to you.

The content machine

Nearly every person with a business and a message says they want to go viral, but what exactly does it mean to hit the peak of virality? Chan Desai, an account strategist and manager with the public relations firm Otter PR, defines going viral as “the rapid and organic spread of any type of digital or print media.” The key words here are rapid and organic. A piece of content can be considered viral if it spreads quickly—in a matter of days or weeks—and reaches a group larger than the intended audience. This kind of recognition can help a brand establish staying power and distinguish it from the competition. Below are a few ways to improve a piece of content’s chances of reaching viral status.

Identify your audience

Content can only be considered viral if it surpasses a brand’s target audience, but it will have no chance of reaching the masses if it’s not first accepted and shared by that target audience. Therefore, it’s crucial to establish your main focus group and figure out the kind of content that appeals to them. “You can’t necessarily buy virality,” Desai says. “There are marketing tools like pay-per-click, but it’s more important to find people who want to see and engage with your campaigns if you want to improve your chances of going viral.

Competitive analysis

You also need to pay close attention to what your competitors are doing. Competitive analysis can provide great insight into industry trends and help you identify your brand’s greatest strengths and weaknesses. This can involve analyzing your competitors’ content strategy—including what they’re posting, where they’re posting it, and how often—and the engagement on their posts. Identify who your competitors are connecting with and why. If there are any gaps in your own strategy, you can take a cue from your competition and try a tactic that’s worked for them.

Emotional relevance

You know your audience. You know the competition. Now it’s time to understand the moment—that is, the kind of content that will connect with people on an emotional level right now. Reaching different demographics often requires different tactics, so it’s important to understand what emotional cues and tone to use and what your audience values. Desai has a surefire approach that she coaches all her clients to adopt: “Identify your audience’s biggest problem, find a solution, and present that solution to them,” she says. “Figure out what your audience needs and how you can provide that to them to help you form a lasting connection.”

Shareability is king

Your content’s shareability will ultimately be the driving factor to its success. Shareability means different things on different platforms, so you’ll want to experiment with the type of content that performs best on your platform of choice. Keep in mind, though, that visual content tends to perform better across all social media. “Short-form, informational content like videos, infographics, and pictures are best,” Desai says. “It goes back to the goal of spreading quickly. I recommend anything that won’t take up a lot of people’s time but is still attention grabbing.” Branding your content is also important, so Desai recommends placing your logo on any images and infographics you post and tailoring images to fit the voice and tone of your brand.

However, while you want your content to reach the right people at the right time, you need to be mindful of the approach you take. Careful hashtagging on your content is key. Instead of scanning the most popular hashtags of the day and tagging your posts with them, look for hashtags that perform well for the type of content you’re sharing. For example, if a popular snack brand starts a challenge that’s going viral, don’t use that hashtag just because it’s performing well. Search the platform for hashtags related to your industry, and pull from those options instead.

Forge your path

The creators who force themselves into a box will be less successful than those who create content that’s unique to them. Resist the temptation to follow every trend if it doesn’t work for your brand or business. Most important, focus on the value you’re bringing to your audience. Ask yourself, what is going to make people stop and click to learn more? If there’s a human element to your content, it’s much more likely to garner people’s attention.

TAKE ACTION:
Conduct research to determine which social media platform your audience is most active on and the types of content your competitors have found success sharing.