Social media and digital marketing is all about buzz words.
SEO this, PPC that, engagement the other.
One word that lots of marketers seem to forget about is virality (may or may not be an actual term). Lots of social media marketers are very good at their job – they have all of the technical know-how and have read Facebook’s guidelines ten times over.
But sometimes when we are so enthralled in the daily grind of social, we forget to take a step back and look at what is going to have an impact on our audience.
When it comes down to it, social media is a powerful medium that we can use to speak directly to the people that we need to.
So when it comes to social media, and any content we create for that matter, we need to look at the virality of said content.
Will it be shared?
Is someone going to tag a friend?
How far is the reach of this post going to be?
For every 10 introductions of content, there are on average three additional downstream adoptions of that content, and if that happens, you are onto a winner.
The problem with this idea is that it is so hard to predict what will be viral. Some campaigns are the literal manifestations of the blood, sweat and tears of a marketing team, and yet they fail to fire in terms of becoming viral.
Then on the other hand you have a 30-second video shot on some kid’s iPhone that becomes a YouTube sensation overnight. (Vans must have been absolutely loving the Damn Daniel saga).
There are so many benefits of viral marketing; the first obviously being that it means that your audience is promoting you to thousands of their followers and friends at any one time.
Another benefit is that it brings down your actual advertising spend.
The less viral sharing you are getting on your content, the more you need to pay Facebook and Instagram to actually show your content to people.
When you find that viral content that just hits the mark, you will find that your actual advertising spend comes down dramatically.
So how do we get that viral content?
The answer is not simple; in fact, there is no clear answer.
What it seems to be is that it lays at the cross-section of creativity, vision and perfect execution (do not confuse with fancy, thousand-dollar visuals – perfection execution comes in many forms) all happening at the right moment.
And there you have the sweet spot.
How do you create viral content?
We’re glad you asked.