Do you remember Gangnam Style? (worth being called a YouTube unicorn with over 2 billion views) Or, maybe you’ve recently met Bill, the BLB meme that’s doing rounds dispensing some sarcastic pearls of wisdom. Do you ever wonder what triggers these social shares to make a piece of content contagious? Did these creators join some social media mutual admiration secret club that you and I have no clue about?
Well, I don’t think there is one, because Google, Facebook, and Twitter are tech platforms to distribute and amplify content. They’re not strategists for content creators. Many people make meaningless content and pay to have it shared. You’re only making these social network sites richer.
With the overwhelming volume of online content produced every day, everywhere, and on social media, the few gems that are good content are appreciated more than ever. What is to come in the next few years is doing things that matter, and creating content that people want to read and engage with, the same basic principle of quality over quantity which equals to loyalty over retention for the AdWorld.
The bottom line here is what you say, no matter how you say it has to have “meaning” to the right people at right places. So, creating good content is the key to organic growth and not chasing that extra likes & shares. I decided to message Kunal Shah, co-founder and CEO of FreeCharge for his opinions and he said:
“Share insights that sound counterintuitive till they are explained laced with humor to nullify its occasional bitterness.”
Though it’s tough to predict virality or to make a step by step guide to creating viral content that can charm your end consumers or making one fit all piece of content, I’ve tried to explore some scientific ingredients of how you can create insanely interesting content that people would love to share.
1. Know your existing audience
Know them through behavioural data research(This is the one that currently uses your product, not the one you wish to acquire). However unsexy it sounds, it’s the foundation of any smart marketing plan. When you know the audience that engages with your content well, you can craft messaging that will benefit them. Just like you don’t have to be a football fan to enjoy Super Bowl content.
2. Make content that evokes awe, laughter, or amusement
Appeal to people’s narcissistic side. Think Gangnam or our deary friend, Bill 😉
3. Create interactive content to battle the flood of “meh,” passive content
Think Giphy over jpegs, photo blogging over words, a voting quiz over making them click a web page. The word is deluged with whitepapers, infographics, and ebooks, etc.
In all honesty, I never write to write. I write to be read. I see few people obsessed about page likes, or followers but for me a better metric of good content is not how many liked it but how many shared it, which is most difficult to achieve. When they care, they share to inspire or inform or even to entertain and get more voices to engage with it. That’s what a life of impact is all about.
So if you agree to what you just finished reading, do comment below and share somewhere on your social media universe 🙂