10 tips to ensure your content goes viral
Having your marketing message go viral is one of the most cost-effective ways to spread your brand image. Very few viral advertising successes happen by accident. Built on observation and research, this checklist will help you have the best chance of encouraging readers to share your content, helping to take it viral.
Ensure your blog posts and web pages have sharing buttons embedded
Content only goes viral when it is shared. So by adding sharing buttons to your content, you make it easier for your readers to share. This "frictionless" approach to sharing is statistically proven to increase your odds of going viral.
"Embedded social sharing buttons generated a 115% better CTR (click-through-rate) than emails with no options to share the message." - GetResponse.
Embed 'Tweet this' plugins to articles that include lots of stats or quotes
Great research is a crucial part of great content. Stats and quotes not only pique the interest of your readers, but it is also the most easily shared part of any article. Wherever you highlight a specific point, be sure to add a 'tweet this' button so that readers can share their statistical discovery for you.
Embed the 'highlight to tweet' plugin which allows people to highlight text and tweet straight away
Sometimes, readers will find some other tidbit in your text that answers a question or feeds into a discussion they are already having elsewhere. Using a "highlight to tweet" plugin, the reader can select a portion of text and share it out to their social network with just one click. Again, reducing friction means that sharing becomes easier and thus more likely.
Include the tags for, and mention, any influencers or brands you have mentioned
Your content may use quotes or statistics from other businesses or individuals. Make sure that you tag these people in your updates and tweets, encouraging them to share your content with their social networks. This will expand the audience for your content and deliver some early momentum towards viral-level sharing activity.
Use images on social media to promote your content
Modern web users scan their timelines, so your updates need to be eye-catching if they are to attract clicks. A good graphic is a great way to catch your reader's attention. Better still, tweets and updates that include great quality graphics are proven to engage readers more than those without:
- LinkedIn updates that include images have a 98% higher comment rate. - QuickSprout.
- Twitter updates that include images are 94% more likely to be retweeted. - Dan Zarella.
- Facebook posts with pictures receive 84% more clicks than those without. - wersm.
Research the optimum message length for each social channel
Each social channel has an optimum post length. Too short or too long and people will ignore your content, killing any hopes of going viral. The key is to create a punchy message that leaves room for readers to add their own brief comment.
- Tweets that contain links should be between 120 and 130 characters in length - Dan Zarella.
- Facebook posts of less than 40 characters enjoy an 86% higher engagement rate. Posts that are 80 characters receive a 66% boost in engagement. - Jeff Bullas.
- The ideal Google+ headline is no more than 60 characters. - Demian Farnworth - Copyblogger.
Include a hashtag (but not too many!)
Hashtags make it easy to create a common theme and to summarise the content or intent of a social media message. They are also a great way to join a trending topic with your own unique insights. However, avoid trying to hijack irrelevant trends using hashtags that have nothing to do with your content.
- Tweets with one or two hashtags experience 20% higher engagement. - Passion Digital.
- Updates with three or more hashtags experience a 30% (or more) drop in engagement. - Social Bakers.
Research the tone of voice to use across social
Each social channel has its own tone of voice - something you should try and echo in your own updates. As a network of professionals, LinkedIn users expect messaging to be more corporate. Twitter and Facebook are more relaxed and sociable. Look at what works on each network before posting your own content.
Use an irresistible headline
Sites like Buzzfeed gain a huge amount of viral success using irresistible headlines. You can also use these viral headlines to focus in on your target audience:
- 23 hilarious situations only accountants will understand.
- You'll never believe what happened when this small business owner visited his bank.
- This secret customer service tip can boost your revenue by 300%.
If your reader cannot resist clicking, neither will their social contacts, so they will all want to share the story.
Engage with your community - have conversations with your followers!
The 80/20 rule is well established - your social updates should be 80% engagement and 20% promotion. It is important that you engage your readers before, during and after your content is published. By building a community of loyal readers in advance, they will be more likely to share once your content goes live.
If you truly want your content to go viral:
- Understand what your readers want and deliver it in the format they expect, where they expect it.
- Make it as easy as possible for your content to be shared on social networks.
- Make use of graphics and hashtags to boost engagement.
- Build a community of followers in advance who will share your content when it is published.
You can learn more about successful content and social marketing in the eguide "Modern Marketing Essentials Guide to Cross-Channel Marketing".