There are many studies regarding this issue, and it has become one of the cross-disciplinary goals these days. Among all of them, we can highlight the main features for something to become viral that the professor of Marketing Jonah Berger mentions in his book “Contagious, why things catch on”.
Jonah Berger states that it is not a matter of luckthat some contents and not others become viral, and that it does not depend on who says it or through what type of means. He explains that social networks and other media are only tools, not strategies, and what is important is to understand why some contents are more appealing and are shared more frequently than others.
After analysing thousands of online brands, products and contents, he asserts that there are 6 keys for something to become viral, namely that:
It provides social value.It is easier for people to share contents that give them a good image, make a good impression and make them feel good compared with others; that is why photos from trips, music, etc. are shared, because these promote, improve or shape the perception of that person sharing the content with others.
It reminds us of other things,such as habits, associations, … or it reminds us to share it. There is evidence that the association of a product with another product greatly increases its consumption; just as happens with tobacco and coffee, or contents that remind you that other people have already done something, as when you are reminded that 25,000 people have already signed for a specific cause.
It creates a deep emotion. There is evidence that contents generating emotions are shared more frequently. These emotions become triggers prompting people to act in a certain way, both positive emotions such as humour or surprise, and negative ones.
It is made public or can be shown. Obviously, something becomes more viral if it can be shared publicly, if it is made visible; hence the success and importance of logos, etc. The consumer’s behaviour is highly exposed to social risk, especially in the most collectivist cultures, such as that case when a computer brand decided to place its logo in a way that, when the laptop was switched on and open, the person you had in front or near you could see the logo in the proper way, which greatly improved its positioning in the market, because the people wanted to show the other people around them that they had that specific brand.
It has practical value. This is obviously an essential factor, and more in our times, when there is huge amounts of contents. Studies show that we share useful information, things we think can be of use to others, and that is the reason why we share it, such as tips to lose weight, improve in a certain discipline, get a job, discounts, etc.
It tells a story or experience. We share contents that tell something, an anecdote, a string of events, characters, etc., which people can identify with, instead of isolated or dull facts.
Viralising contents will help us increase your company’s visibility and positioning, making the project grow. If you wish to know how, contact LeónUP and we can help you make your project flourish in the city.