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How to Create Viral Content


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You've probably wondered how many times about what it's the recipe to create viral content. Even the best marketer can not guarantee that his idea or product will become viral. But there are things at the fingertips of any marketing person you can do to increase your chances of producing content with viral potential.

Kevin Alloca, author and analyst at YouTube Trends, talks about this in his presentation Why Videos Go Viral. It links the viral character of a video to the presence of three elements: the popularization of the video, the communities that participate in the popularization of the video, and unusual, unexpected content.

But how do you know if you managed to come up with unique and unexpected content? Kevin's answer is simple: content should make the audience wonder: What does that mean?

Named by Kevin Tastemakers, the above-mentioned communities have nothing else but to present things that they find interesting to a broader audience, thus speeding up the promotion of the material.

We are currently witnessing a transformation of entertainment that goes away from its original form. The so-called "one way entertainment" adapts to the needs of the public. The latter wants not only to watch a show but also to participate in its creation. The viral consumer, is largely made up of people from the Millennials generation, is part of the phenomenon by spreading the viral content or by interfering creatively with the original content.

6 steps to make a viral idea or a product
If you're wondering what you should do to make your idea or product viral, Jonah Berger's book, Why Ideas and Products Become Contagious, might give you answers to at least some of your questions. Berger's formula, called STEPPS (Social Currency, Triggers, Public, Practical Value, Stories), identifies six elements that work together in the development of viral content.
  1. Social Currency: We only share with others what makes us stand out in good light
  2. Triggers: Promoted content must be easy to spot and keep in mind
  3. Emotion: We'll always popularize/promote something or someone we care about or are interested in
  4. Public: When we want our idea or product to become viral, we must always keep in mind the characteristics of the target audience and how we can later extend that audience
  5. Practical Value: Promoted content must come with quantifiable added value
  6. Stories: People, regardless of age, like stories, so they present your idea in the form of a story