Every content creator dreams of seeing one of his or her pieces of content “go viral.” We’ve all seen countless pieces get viewed, ‘liked,” and shared millions of times, and publishers and marketers are now racing to find the magic formula to make it happen at will.
But can you really make a piece of content “go viral”?
The short answer?
No. It’s pretty much impossible.
The long answer?
Yes, but it’s still pretty much impossible. Keep reading.
In order for content to “go viral,” not only do tons of your friends and followers have to ‘LIKE’ and share it, but so do tons of their friends and followers, and so on. And it really, really helps if your audience of friends and followers is already huge.
Before any of that can happen, however, the content has to connect with your audience.
Is it interesting?
Is it surprising?
It is optimistic or motivational or inspiring?
Is it useful?
Does it grab their attention and keep it?
If not, then go back to the drawing board. If yes, then you still want to proceed with caution. The most viral pieces of content contain those attributes—but so do millions of pieces of content that don’t go viral. You can have the greatest, most shareable piece of content ever created, but if you don’t position it for success, no one will ever see it.
If you want a piece of content to go viral, ask yourself the following questions:
• How are you planning to distribute it? Do you understand those platforms or channels? Is your audience even there? Are you overlooking better options?
• Are you willing to spend money on advertising—or to create content in the first place?
• And what about your headline? Will people actually want to click on it? (“Clickable” headline writing is a topic unto itself. We’ll talk about it in a future post. Check back later.) How many headlines did you brainstorm before you settled on one? Are you willing to spend time testing a couple of them?
Needless to say, there is a lot to consider. Everything has to click for people to want to click. And even if they do click, there is no guarantee that those clicks will translate into sales. Instead of striving for millions of people to like and share one piece of content, you’d be better served if a more modest number of devoted followers liked and shared all of your content. That’s how relationships are built, and relationships drive sales.
It’s almost impossible to create a piece of viral content. But it is possible to create great content that produces great results for you and your brand. And we can help. Contact us today and let us help you tell your story.