What You Should Know If You Want Your Brand To Go Viral

“Viral” means a brand post spreads quickly and unintentionally over social media channels. One well-timed post can go viral. Your brand’s marketing will showcase different products or services. Be patient and persistent in social media marketing.

“Going viral” is the term most commonly used to describe a social media post’s rapid, organic spread. Growing any social media platform takes a lot of time. When growing your social media presence, expect to develop and launch multiple campaigns on several channels to various markets, with each campaign focusing on different facets of your brand’s products or services. Finding the right niche or message typically requires many trial and error scenarios, with consistency and patience as the key to success.

However, brands sometimes catch a stroke of luck while experiencing their platform’s gradual increases or stalls. All it takes is one post to be delivered in just the right way, to the right audience, at the right time, and suddenly they’ve gone viral. Their follower count and engagement metrics spike exponentially, and tons of viewers are left waiting and watching to see what happens next.

It’s at this moment that brands should take great care to analyze and evaluate what people are saying, what components made the brand post go viral, and what audience the post targets overall. The last point can be tricky, as marketers may have intended to target one audience, but ended up reaching a completely different one. The most important types of components to identify are your audience’s demographic and psychographics.

What You Should Know If You Want Your Brand To Go Viral| Image Courtesy: CANVA / DKODING Studio

When a post on social media goes viral, it’s typically for one of three reasons: it inspires people, it brings people joy, or it stirs up controversy.

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Know Your Audience — Marketers must understand how consumers interact with Their marketing content

When something on the internet becomes widely shared, it’s usually because it has some sort of emotional impact on a large number of people. To improve the delivery of a company’s messages, services, and products to its target audience, marketers must first get insight into how those consumers respond to and engage with various forms of marketing content. Instagram is one example of a social media platform that offers demographic-based reports to users in order to provide them with more insight about the people who follow them on the platform.

However, Instagram does not offer psychographic information, also known as information regarding customer or consumer sentiment. SMM software is useful for this because it can assist with sentiment analysis on social media. Sprout Social, a provider of social media management tools, defines “sentiment analysis” as “the procedures, methods, and techniques used to gather information about a consumer’s perception of a product, service, or brand.” Marketers can make changes to the delivery method or the content itself based on how their target audience reacts to it.

To keep ahead of the competition, let’s say a major clothing retailer wants to use TikTok user feedback to identify and respond to emerging fashion trends. The retail company can track and analyse trends based on the semantic grouping of keywords from users applying SMM software and NLP techniques. The data collected from this study will be used to formulate the brand’s future marketing initiatives. This enables the company brand to better serve its core demographic by producing shareable content that appeals to the target audience.

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Provide Sharable Content — If people can’t easily share content, they’ll ignore it

The only way for brands to go viral is through organically shared content. If viewers cannot quickly share content they like, they will continue to skim past it. Besides from sharing or reposting stuff just as it is — like with Instagram stories or reacting to it on Twitter — TikTok showed us the most successful sharing technique when the site introduced duet and stitching tools. 

TikTok’s duet and stitching features allow users to completely collaborate with others rather than just watch or comment on their posts. These collaborations appear to be digital “remixes” of other people’s posts, such as recycling someone else’s original audio, putting your own video alongside someone else, or replaying a segment of someone else’s video only for yours to interrupt it to rearrange the story. This form of sharable content has proven brands to go viral more frequently than any other type since it allows other users to participate in the virality while still crediting the original content provider.

If brands do not offer their content in the most effective manner, they may miss out on opportunities in which their content would have been more likely to be shared. Even though viral videos can originate on just about any platform, the majority of viral videos start on other platforms first — such as YouTube, Snapchat, and Instagram, before making their way to Facebook and other social media channels. Understanding the characteristics and current strategies of a specific platform is essential for making content go viral. If you want to go viral on YouTube, you may need over 200,000 views in a few days, but on TikTok, you’ll need over 1 million views in 24 hours.

Leverage Your Expertise — Inspirational and provocative content will boost your post’s virality

Every account on every platform, whether it is the official page for a business or the page of a particular influencer, offers “expertise,” which is another word for a niche. Leveraging one’s own expertise is the primary means by which one can advance the growth of a brand on social media. The idea is to give insight that resonates with your target audience and helps you connect with them. Personas with actual education and training can harness their expertise and knowledge to weigh in on trends; the key is to share insight that resonates. If you share something that is both motivational and controversial, you will almost certainly boost the likelihood that your post will become viral.

For instance, brands can capitalise on their knowledge by offering audiences with guidance on how to make use of their products or make the most of the opportunities presented by trends in their industry. For instance, brands can leverage their expertise by providing audiences with tips on how to use their products or take advantage of their service through trends. In 2019, Popeyes went viral with its new chicken sandwich, causing the item to sell out nationwide in two weeks. Chick-Fil-A fired off a cleverly worded tweet at Popeyes — though their competitor was not directly mentioned — saying, “Bun+Chicken+Pickles = all the [heart] for the original,” which many took as an implication of: “we’re still better.” 

A Twitter battle between the two companies went viral for weeks after Popeyes retweeted Chik-Fil- A’s and asked, “Y’all good?” In this case, Chick-Fil-A set an excellent example by leveraging their expertise in chicken to help one of their competitors get a viral moment.

Marketers must know how consumers react to their content. People will neglect stuff they can’t simply share. Inspirational and controversial material boosts virality.

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