Creating content that then goes viral online, which marketer does not dream of this? Unfortunately, there is no set formula for this online success. However, there are several steps you can take to ensure that your content matches the interests of your target audience. After all, strong content that fits well with your target group has a greater chance of being picked up. Now read on to learn which steps we use to create killer content.
1. Know your target audience
The first and most important step in the content creation process: know your target audience. After all, your target audience consists of people who provide your content with likes, shares, and comments. This group will make your content go viral, but this will only happen if the photo/video perfectly matches their interests. In order to use targeted marketing, it is important to map out the gender, age, position and activities of your target group. Therefore, start with a small online research. Take 15 minutes to browse the account statistics of, for example, your Instagram business profile. Here you can easily find the age of your target audience, their demographics, your most liked content and most popular days to post content.
2. Make sure your content connects to the channels you are active on
Addressing the right target group is number one, number two is placing this content on the right platforms. Every social media channel has different 'trends' and habits. In general, the trend on Instagram is to upload high quality and picture perfect videos or photos, while TikTok has a more laid back approach. On TikTok, the videos are generally less edited and often made 'on the spot'. A complete picture perfect video will therefore fit less well on TikTok because it does not match the expectations of the users. Do you want to cross-post the same content on different platforms? Just change the caption, video, photo so that it matches the platform you post it on.
3. Learn how to make the algorithm work for you
Now that you know for whom and on which channels you can post best, look at the next step. The algorithm, does this differ per platform? The answer is yes, the algorithm varies greatly by platform. There are several tips available on how to make the algorithm work for you. Below we have described a few for you for Instagram, TikTok & Facebook.
Algorithm tips:
Instagram
Respond quickly to comments under your posts;
Use Instagram Stories for more Engagement;
Post at times when your followers are most active (Check your account statistics!);
Make sure that followers stay on your content for a long time (for example, use triggering copy writing or a carousel to keep followers' attention longer).
TikTok
Make use of trending and relevant hashtags;
Take part in trends and challenges;
Make use of trending audio;
Post regularly on the platform;
Analyze your content via TikTok Pro.
Facebook
Create content that provokes an interaction;
Provide shareable content;
Timing is everything, check your analytics to see the best time to post;
Make sure your content is original.
4. Evoke strong emotion in the target group with your content
A funny or impressive video, you share it much faster with your friends. When a video is often shared, it gets a higher visibility due to the algorithms of TikTok, Instagram and Facebook. Content is shared faster when it evokes a strong emotional connection. Responding to the emotion with (in)visible elements and tricks is also called emotional priming. Which emotions help generate the shares, comments and likes? We tell you our top three below:
awe
Harvard Business Review conducted a study on the emotions that make a marketing campaign go viral. This showed that the emotions of surprise, amazement and excitement are most common in popular content. With these emotions you are more likely to share the video or photo with others. The shocking 1 April video of the Efteling went viral! This video provoked a clear reaction. Leave your child in a fully automatic childcare facility during a day at the Efteling. What do you think of this campaign?
Joy and positivity
The most powerful and at the same time safest emotions in a marketing campaign are cheerfulness, positivity and happiness. Positive content radiates positivity to your brand. It creates a positively charged emotion in your target group, which gives them a positive association with your brand. In addition, positive messages encourage interactions such as sharing and liking. Research shows that generally positive messages outperform negative messages.
Trust
Trust is an important emotion in marketing. Potential customers are less likely to purchase a service or product if they don't trust a company. Trust has become increasingly important, especially as a result of digitization. Consumers often no longer have direct personal contact with a brand. This trust will have to be won little by little with reliable content! Albert Heijn launched a campaign in February 2022 with speed skater Irene Schouten. By linking you as a company to a well-known person, you will be perceived as more reliable for consumers.
Are you going to use our tips above to make your content go viral? Please note that there is no fixed formula available for creating popular content. Try new things and then analyze how this content fared. What can you then adjust and make better again? The market continues to develop, so do it yourself! Not finished yet? Check here more inspiring blog articles.
