Creating viral content: What does it take?

by Natalia Lopez

Creating viral video content is something many content creators strive for. Going viral means your video has reached millions of people in a short time. It can lead to increased visibility, brand awareness, and revenue.

If you’re wondering what the chances are of your video content going viral, a 2016 study from Stanford University estimated it to be one in a million.

There are no hard and fast rules for making viral content; instead, the recipe is equal parts skill and luck. However, looking at other viral video content can help identify different factors that can lead a video to viral success.

So, what does it take to create viral video content? Here are some of our top tips:

1. Less is more

According to studies, the average human attention span is a paltry 8 seconds.

This means creators have a short time frame to maximise their impact and keep people engaged. For viral success, you need to be prepared to boost the effectiveness of your message in as brief a timeframe as possible.

The first few seconds are crucial as they decide whether the viewer will continue watching the video.

Short videos often go viral because they are more easily consumable and shareable on social media platforms. In addition, people are more likely to watch and share a short video that can be watched quickly and easily during a break or on the go rather than a long video that requires a significant time investment.

Short videos are often more entertaining, engaging, and memorable than longer ones. This is because they can capture attention quickly and hold it through the end, leaving a lasting impression on viewers.

The algorithms of social media platforms like TikTok, Instagram, and YouTube also play a significant role in promoting short videos. These algorithms prioritise content that is engaging, entertaining, and highly shareable, which makes it more likely for short videos to go viral and reach a wider audience.

2. Be relatable

Think about the last time you shared a piece of content with someone. Unruly, a marketing technology company, analysed 430 billion video views and 100,000 consumer data points.

They found that psychological response and social motivation were the two most powerful drivers of viral video success.

Relatable videos go viral because they tap into shared human experiences and emotions that people can easily connect with.

When people watch a video that reflects their own experiences or feelings, they are more likely to share it with their friends and family. Relatable videos can evoke strong emotions such as joy, humour, empathy, or nostalgia, and people tend to share content that elicits a strong emotional response.

Relatable videos often have a broad appeal, as they can resonate with a diverse range of people across different cultures, backgrounds, and age groups. This broad appeal can help the video reach a wider audience, leading to more views, shares, and engagement.

3. Trigger emotion

It’s no secret that the shareability of content largely depends on the intensity of feeling it evokes in an audience. Social media shares are the internet’s answer to word-of-mouth advertising, one of the most effective kinds of exposure.

Videos that trigger emotions often go viral because emotions are a powerful driver of human behaviour. When we watch a video that elicits a strong emotional response, we are more likely to share it with others, comment on it, and engage with it in other ways. Emotions can also help create a sense of connection and community among viewers with similar feelings or experiences.

Videos that trigger positive emotions like happiness, awe, and inspiration are particularly effective at going viral.

Visually appealing videos will also always have a better chance of going viral. Ensure that the audio and video quality are good and the lighting and editing are professional.

While creating viral videos on a low budget is possible, investing in production quality can help your video stand out.

4. Try something different

Videos that showcase something unique, unusual, or unexpected are more likely to capture people's attention and be shared.

In the same way that audiences are likely to remember things they relate to or content that makes them feel a particular way, standing out from the crowd and doing something different is also an excellent route to virality.

Unique videos often have a shareable quality, making people want to pass them along to their friends and family.

Be bold, think outside the box, and come up with something that's never been done before. Brainstorm with your team and develop multiple ideas, then choose the one you think has the most potential.

5. Time it right

If there is a popular trend or topic that relates to your video, use it to your advantage and create relevant and timely content.

Videos on trending topics have the potential to go viral because they are relevant to a large audience and tap into the collective consciousness of people's interests at a particular time.

When a video covers a trending topic, it can attract a lot of attention and generate significant shares, likes, and comments across social media platforms.

People are more likely to watch and share videos that resonate with their current interests and preferences. In addition, trending topics often have a strong emotional appeal that can generate buzz and create a sense of urgency or excitement around the video's content.

Additionally, videos that cover trending topics often benefit from social media algorithms that promote popular content. As more people engage with the video, it becomes more visible in search results, recommendations, and trending lists, which can lead to even more views and engagement.

Wrapping Up

So there you have it, five small steps for you and one massive leap for your content.

Whilst there are no sure-fire rules when creating viral video content, focusing on these tips will allow you to leverage the same qualities that a lot of viral video content has in common.

Remember, filming your content is only half the battle. Don’t drop the ball when it comes to promoting and marketing your video so you can get it in front of as many people as possible. Ensure it's optimised for sharing across social media platforms, email it to your subscribers, and reach out to influencers and media outlets.

Even with all the right ingredients, going viral is never guaranteed, so be prepared for success and failure, but most importantly, don’t give up!