People share messages that matter
Viral content tends to contain messages that people feel are meaningful to their lives or society at large. According to a 2023 report, people were more motivated to share content when it had inherently valuable messages for others.
A brand that shares a generic post about the features of its products might fall flat. But if you focus on how your brand empowers people or addresses a real-life concern of your customers, you might get your moment of virality.
Case in point: AARP’s “Going Tiny” campaign. The YouTube series and accompanying articles focused on the big possibilities that could come as a result of downsizing. Rather than focusing on how it’s a difficult, sometimes emotionally-wrought decision, the campaign showcased the meaningful outcomes – like deeper family connections, financial flexibility, and sustainability – that real seniors experienced after moving to a smaller (or in this case, tiny!) home. The stories resonated with AARP’s audience, with videos garnering hundreds of thousands of views.
Embrace this strategy with care. If your sentiment doesn’t feel genuine, the content could backfire and cause harm to your brand. Create content that focuses on the real-world impact of initiatives your brand is working on, tells authentic stories, and takes a stand on issues that align with your brand’s core values.
Strong emotions lead to viral content
Ever notice how the internet explodes over heartwarming stories or fiery rants? Content that packs an emotional punch – whether it’s joy, outrage, or awe – consistently drives more shares than neutral content, according to “Emotions in the Digital World.”
The book explains that we’re inherently driven to share emotional content because it gives us a cathartic release and helps us make sense of our experience. The more intense the emotion, the greater the need we feel to share it with others.
Marriott Bonvoy used this strategy with its sort documentary series, “The Power of Travel.” This branded content series deep, emotional stories of travelers who experienced personal transformation, along with joy, healing, and connection during their trips. It was a huge success for Marriott Bonvoy, who saw an uptick in organic reach after the series debuted.
For inspiration, check out the Feelings Wheel. It can give you examples of strong emotions that you could explore to try to create viral content marketing assets for your brand.
We share content that induces nostalgia
Research from the consumer insights platform GWI found that 15 percent of Gen Zs prefer to think about the past rather than the future, and nearly as many Millennials feel the same. It makes sense – after a few turbulent years, people crave reminders of earlier times for a sense of comfort and escape.
Hence why Google’s nostalgia-inducing “25 Years in Search” might be so popular. Sure, curiosity about what we’ve been searching for online certainly made some people watch the video. But the real reason why it’s been watched so many times is because it reminds viewers of happier times in the past. The Google video takes us on a walk down memory lane through Pokémon and Harry Potter to Beyoncé, the “Barbie” movie, and Taylor Swift. Watching it feels like a warm hug.
To put this strategy into action, think about ways your brand’s content can remind your target audience of simpler times and trigger feelings of nostalgia. This might include:
* Using nostalgic sensory clues, like a beloved song from the ’90s, phrases tied to certain eras, or retro filters on images.
* Highlighting anniversaries, throwbacks, or significant moments in your brand’s history.
* Infusing your content with pop culture references that remind your audience of their childhood or teen years.
* Creating “then” vs. “now” comparisons involving your brand.
Practical value powers viral content marketing
People love to share content that makes them look smart, helpful, or in-the-know.
When you come across a post that contains lots of practical value – like a novel way to pack a suitcase or a hack for chopping an unwieldy vegetable – you naturally want to share it with everyone. It taps into our desire to help others and be seen as a valuable resource within our community. Sharing useful content gives you social currency.
The Home Depot puts this strategy to use with its DIY Projects and Ideas and TikTok tutorials on common issues homeowners face, such as how to turn off the water to a toilet, which has earned thousands of likes and hundreds of shares. Likewise, REI’s TikTok post on the right way to pronounce the names of outdoor brands was a hit with users. After all, knowing how Teva is actually pronounced earns you serious social currency within the outdoors community.
Sharing savvy tips and clever hacks, crafting how-to guides that solve everyday problems, and delivering news people can use can make your content more shareable.
Using psychology to create viral content
Viral content creation isn’t an exact science (if it was, everyone would be doing it!). But by tapping into the quirks of human psychology – whether it’s evoking strong emotions, inducing nostalgia, or offering practical value – you can boost your chances of making your content both memorable and shareable. So, experiment and keep an eye on what resonates with your audience. Your next viral hit might be one post away.