another -independent regional strategic communication agency- shares hand in hand with Mayra Alcántara, Director of Influencer Marketing at the agency, all about viral trends and how to create them.
What is a viral trend?
It is defined as viral when content becomes popular on social networks and reaches a large audience very quickly, that’s where the term comes from; and the type of content can be a tweet, a post on Facebook, a video on YouTube or TikTok… In reality, the format or platform does not matter, the most important thing to be considered viral is that it is seen, shared or replicated by many people in a short time.
And, within virality, we can find different types of this condition: permanent viral videos that, as their name suggests, last over time, or periodic viral videos, which achieve their status thanks to the fact that they deal with a trend or fashion which is booming at the moment. The Harlem Shake, created in 2013, remains in memory and is preceded by the Ice Bucket Challenge or the “Mannequin Challenge”.
How do I create a viral trend?
According to Mayra Alcántara: “This is, without a doubt, the million dollar question, and the answer is simple: currently there is no formula that ensures viralization, however, we have detected some common practices that have reached this level.”
- Impact: The content must capture the user’s attention in the first 15 seconds and must always be positive.
- Arouses emotions: People share viral content because it makes them feel something. Touching their emotions will help accomplish the goal.
- It must be universal and accessible: If you post content that is targeted to specific niches, it is unlikely to go viral. However, if materials are created for all types of audiences and accessible to the understanding of any person, this becomes more shareable.
- Don’t make a commercial: In no way can the content sell or display advertising directly, since users get that idea and it drives them away from sharing it, limiting the reach that it could have.
- Add to the players correct: When an influencer shares the content, the chances of going viral increase as their reach is much higher.
Ok, creating is very complicated. So can I jump on an existing trend?
Jumping on a trend is a very common practice; however, care must be taken and not taken lightly, since not all trends or all the characters on social networks are consistent with the values of brands and what they want to convey, and there are even challenges and fashions that can be detrimental to the integrity of Internet users.
“In this sense, it is advisable to resort to influencers who help connect this trend indirectly with the brand and amplify it in a much more organic way, without losing the essence of the trend and taking care that the selected profiles reflect the values of the brand or service”, Alcantara says.
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Financial sphere
Similarly, it is important to mention that, for any of the above options, activating an action of this type implies a risk and a return, as in investments, where the latter always has to exceed the former so that it is convenient to take the risk.
As you can see, viral trends are a great tool in the world of social media, but like everything else, it has its nuances and blemishes, to which one must be attentive at the time of accommodating content that can be achieved by the entire network. share.
Source: Ambito
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