verticalmeasures.com
The people behind the first
viral stories wouldn’t have even realized their videos would be seen by
thousands, if not millions, of people. The guy in the Numa Numa video filmed himself
lip syncing and dancing, most likely unaware of the popularity it would ensue.
‘Chocolate Rain’ singer Tay Zonday
uploaded his song onto YouTube not knowing CTV would rank it as the hottestviral video of summer 2007.
So how is a new app by
Mashable predicting which specific content will become viral
before it even gets viral?
“…scours the social web, collecting lots and lots
of data around how people engage with digital content. It then pulls all of
that data back to Mashable, dumps it into [their] own predictive engine, and
forecasts which content is about to go viral.”
How Does Content Go Viral?
Strictly defined, truly
viral content “must have a viral coefficient greater than 1,” according
to Kelsey
Libert, VP of marketing at Fractl. But what does this mean, and how do we
achieve this??
What we know is that
popular stories are ones that evoke intense emotions, according to a 2011
study by University of Pennsylvania professors. According to Minda
Zetlin, these stories need to capture the audience’s attention, engage them,
and keep them interested. Once you have given your audience a reason to share
it with their peers on a broad scale, you have successfully created viral
content.
Looking at Viral Content Through Velocity
I analyzed 100 Velocity
Alerts and dissected why they were flagged by Mashable’s system. The first
Velocity Alert I looked at was “How ‘Furious 7′ said goodbye to Paul Walker: A
scene-by-scene breakdown,” published on April 6, and the last one was ‘Google’s
iconic logo is changing in a big way,’ published September 1. Although Velocity
sends out an alert for every article they predict to go viral, not all of them
are equal in virality. The article with the lowest number of shares only
has 5.5k shares, whereas another has been
shared 176.5k
times.
The Results
Here is the breakdown of the results from my
Velocity app analysis:
Just kidding. That’s just a viral pie chart
meme. Here are the actual results:
·
All of the articles averaged around 20,500 shares
·
The median reached 13,100 shares
·
34% mention today’s popular culture
·
17% are about animals
·
7% discuss technology
Among these articles, it is no surprise that
today’s popular culture, such as movies, popular songs, and trends are
frequently flagged. It surprises me that only 17 of the Velocity Alerts
mentioned animals.
The top 6 most-shared
articles, as of August 8th, in my analysis are:
5. Retiring 60-year-old
teacher completely slays ‘Uptown Funk’ dance with her students – 102.3k shares
These top stories seemed to just happen – there was
no planning involved whatsoever to try to convince anyone to buy anything. The
Alabama fisherman article wasn’t part of a marketing campaign for a pet store.
A liquor company didn’t pay off the 100-year-old woman to get more customers.
Bruno Mars and Mark Ronson didn’t need the help of a 60-year-old teacher to
promote their song. Nobody had spent hours and hours to plan these viral
stories.
Surprise Insights
It also surprises me that
‘100-year-old woman says the secret to a long life is a lot of booze’
(published on June 6, 2015) reached the Top 3, whereas ‘110-year-old
woman’s secret to a long life: 3 Miller High Lifes per day’ (published August 4,
2015) only reached 13.8k shares, several thousand views short of average. These
two articles were published 59 days apart.
According to the article
Mashable published, Agnes Fenton (the 110-year-old woman) already gained
national attention before her 105th birthday. NorthJersey.com covered her story,
and has even proclaimed her birthday as “Agnes Fenton Day.” On the other hand,
the Velocity alert for Pauline Spagnola (the 100-year-old woman) only has 3
sentences about her birthday, along with a short, 20-second video from News
Channel WNEP.
Is it because of the
different format that Spagnola’s story had more shares? Is video format more
likely to become viral? Who knows! We
can’t say what it is that makes one article more viral than another, especially
in similar topics like this.
To Recruit or Not Recruit McDreamy
After working on this
project for 3 months, I have realized that viral content isn’t planned. Velocity’s past 100
alerts are all relatively unrelated to one another. You can help augment
content’s popularity with celebrities such as Kristen
Wiig and Will Ferrell, but you can’t force virality if you tried.
Content only becomes viral when the audience perceives it as candid and
authentic. The videographers of ‘Charlie bit my finger’ or ‘The Sneezing Baby Panda’ didn’t plan for their
videos to go viral… it just happened without their involvement.
What Does This Mean for Content Marketers?
The term ‘viral content’ may be sexy and exciting,
however unattainable. Despite this, there are many lessons learned from this
journey: whatever Velocity uses in its formula to predict virality we’ll never
know (at least for now). So where does this leave content marketers? You’ll
have to rely on strategic research to base your content development efforts off
these questions, rather than an elusive ‘viral’ status:
·
What topics drive traffic to your site?
·
What questions do your customers have about your
products/services?
·
Is your content relevant to your customers’ wants
and needs?
·
Is your content on the appropriate social media
platform for your target demographic?
·
What format does your audience engage with most?
Although you might not have content that moves your
audience to share at a viral level, you’ll at least have potential customers
and leads that are left satisfied by having their questions answered and their
needs addressed.
Play
Content Moneyball
Instead of aiming for to
create a piece of content that goes ‘viral,’ the better perspective is to
playContent
Moneyball. The idea here is that the odds for hitting a grand slam (creating
viral content) is crazy high: 1 in 1,691 at bats. We already have seen that
viral content can’t be predicted or easily created – and for businesses focusing
on a content marketing model, employing the likes of celebrities and cute
kittens may not be possible, or even in their best interest.
Instead, focus on where you can make the most
progress: consistently getting on base.
This happens much more
frequently than grand slams – 1 in 4 at bats to be exact. Focus on consistently
producing quality content, optimized for search intent, to get on base. Brainstorm
and research hundreds of topic ideas so you can embody the
motto: “Done is better than perfect.” After all, the more content you produce,
the more pages the search engines will index, the more traffic you get, the
more leads you generate, and ultimately the more business you gain.
Viral content is fun,
entertaining, and oftentimes heartfelt. It is also unpredictable and not easily
manufactured. Just keep producing content without the aim to get the grand
slam. It’s not the main goal ultimately, but who knows? You might just hit
it out of the park.
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