August 14, 2014

ID-100275663 (2)Marketing usually takes up a huge amount of time in any business. Whether it is creating television advertisements, glossy leaflets or even updating social media on a regular basis, it all takes time, and as they say in business, time is money!

Wouldn’t it be wonderful to be able to find a way that a small amount of work can reach a large amount of people? Social media as a marketing tool is allowing businesses to do just that, so by employing the right marketing campaign they are not only increasing brand awareness, but also traffic on their websites and, ultimately, sales.

Creating content that goes ‘viral’ at first may seem a bit of a minefield. Often the most unexpected things go viral, but now we understand a bit more about what content is being shared. Remember, the content doesn’t need to be only aimed at your target audience, it can be shared by everyone and perhaps reach people who you had never imagined.

Here are three tips on how to create contagious content, making a campaign go viral…

1) Cheerful Content

It goes without saying really that people generally prefer seeing things which are positive, than negative. There are a lot of unhappy people in the world, so brightening their day a little with some happy content can only be a good thing. Images of beauty, animals and nature are good ways of doing this.

2) Emotion-Evoking Content

This is the biggie. Content which evokes high emotions may be positive or negative, but by provoking strong emotion, the likelihood of people sharing your content is greatly increased. Emotions include anger, fear, anxiety, delight, awe, desire, or surprise.

It is easy to create content that makes people angry. It is just a case of challenging their beliefs. By writing something that makes people angry, they will almost definitely start sharing it with their friends and family.

The use of fear in content is a tactic that has been used for years amongst marketers. The fear of a deadline or limited availability and therefore losing out is a great motivating factor in getting people to move and make sure their friends don’t lose out either.

Delight is one of the best emotions to evoke. There are many different ways to evoke it, through humour, inspiring or uplifting stories, or just something that is really beautiful. To be able to evoke this emotion in someone isn’t just good for business; it’s good for the soul as well.

Creating awe in someone isn’t necessarily the easiest thing to do. After all, if it was easy, it wouldn’t be awe-inspiring! Fortunately there are many awe-inspiring people in this world with a story to tell, and their stories can be used or inspired to create your own awe. And of course, a really remarkable video gets shared much more than an unremarkable one!

Desire is a really strong emotion which usually attracts a very strong response. It could be about happiness, money, men, losing weight, women, anything that people want.

Surprise is another great one. By challenging the norm or doing something unexpected, you catch people off guard, and instantly they are looking to share this with their friends and family.

3) Useful Content

Content which is both useful and practical is very popular. Helping people with a problem that they may have is worth a million pounds. Not only will they share your advice, they will also remember that is was you that gave it.

So there you have it, now for the trickiest part – how to make that content hit the right emotion or give the right advice. Go and give it a try!

Many thanks!


Louise Denny Profile Pic

Louise Denny

Head of Marketing

The Internet Marketing Academy

(Image by tiramisustudio at FreeDigitalPhotos.Net)

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