The top 5 characteristics of a viral campaign are:
- Keeping it fresh
- Call to Action
- Story telling
- Evoke emotion
Keeping it fresh is an important characteristic for social media to stay relevant. There are a lot of reused social posts that circle around, but keeping the content fresh and new will invite new followers of the organization’s social networks. New posts or content created keeps the audience wanting to see more. The old content tends to get stale.
A call to action tends to provoke the audience to “share” the content. If a post were to say “share if you agree” the post will entice the audience to be part of the conversation. It empowers the audience and allows them to tell their friends how they feel about a subject without creating the content. A call to action is a great way to help a post go viral.
Comical content can go viral simply by making the audience laugh. If the reader laughs out loud there is high chance the reader will “share” the content. A funny post or ad can go viral depending on how funny it is. Comedy is an important tool in social media. In my view, comedy is one of the best tools to make a post go viral.
Telling a story is a great way to create a viral post. People like stories especially when they are true. A short story can go a long distance in social media if the story has quality to it. A compelling or touching story can go viral when it relates to the audience reading it. This will cause the audience to “share” the content.
Emotion is another great characteristic for a campaign to go viral. A video or story with emotion can touch the hearts of many people. These emotional stories/posts will get the reader involved by sharing the content and telling their friends and family about it. A great example of this is the ad ‘Always’ put on called #LikeaGirl which asks the individuals to run like a girl, to fight like a girl, and to throw like a girl. It is a great ad that opens the eyes of individuals being asked.
To make a campaign go viral, it is important to use at least one of these characteristics. People want relevant content to relate to or enjoy. This will make or break the campaign. Do not go stale and plain. Do not tell a boring story. Get creative and excited about the campaign and watch it go viral.