Content is King: How to Make Your Next Viral Video, Increase Discoverability & Manage Social Media Madness

If you’re a social media marketer or you run your own small business or startup, you’ve likely encountered the many other business owners like yourself who ask, “How do we go viral?” While going viral is the dream of many social media managers, the reality is that going viral is a bonus, not a strategy. Video virality is short-lived, and so are its benefits.

However, understanding the elements of viral videos can enhance the discoverability and engagement of your content, increasing the chances of it going viral. In this article, we’ll explore the theory behind ‘going viral,’ how to create a viral video, and what to do when it happens.

What Makes a Social Media Viral Video?

Going viral is a rather simple concept where there is a rapid spread of content on social media, gaining an unusual amount of shares and exposure in a rather short time period, all things considered. The definition of ‘viral’ has evolved over time, with no specific view count indicating virality. The psychology behind viral videos revolves around emotion and social connection, with research showing that people share content to bring entertainment, value, self-definition, and relationship growth.

How Many Views Define Virality?

There’s no magic number of views that signifies a video as viral. In 2015, if you had a video that had one million views, it would have been considered viral, but the landscape of social media and content generation has changed. Platforms like TikTok define different levels of virality, with 5 million views in 3–7 days considered TikTok-viral.

A Step-by-Step Guide on How to Make a Viral Video

Creating viral videos involves strategic planning. Here are some expert tips to guide your video production:

  • Set Clear Goals: Clearly define your objectives—whether it’s brand awareness, growing your online following, or generating conversions. Different goals require distinct video content. If you jumble thoughts and content up, it is very likely viewers cannot relate to what you put out. 
  • Know Your Audience: Understanding your target audience is crucial. Create social media personas and empathy maps to grasp what resonates with your audience and makes them share your content.
  • Start with a Brief: Develop a creative strategy brief and storyboard, covering the video’s goals, key messages, tone, length, distribution channels, and more. A cohesive brief aligns messaging from content to production. Also, once a brief has been put in place, it is easier to quickly put videos together. 
  • Start Strong: Grab attention immediately. Use the word “you” within the first five seconds, create a plot twist, incorporate relatable content, and engage viewers emotionally. Avoid being overly promotional.
  • Tell a Story: Stay focus on universal storytelling with relatable contexts. Play with familiar tropes to create content that resonates quickly.

How to Increase Video Discoverability

Now that you have tips for creating viral videos, consider these strategies for increased discoverability:

  • Create Short, Concise Videos: While longer videos have their place, short videos tend to engage more viewers. Platforms like TikTok reward shorter content, and 60% of consumers find short-form videos most engaging.
  • Add Captions: Improve accessibility and user experience by adding captions. This allows viewers to engage even when sound is off, increasing reach.
  • Stay on Top of Trends: Monitor social media trends, especially on platforms like TikTok where trends often originate. Jump on trends early, putting your unique spin on them.
  • Write Powerful Copy: Craft compelling titles, descriptions, and captions. Quality copy enhances search visibility and encourages engagement.
  • Use Hashtags: Employ relevant hashtags to increase discoverability on platforms like YouTube and TikTok. Don’t randomly choose popular hashtags; ensure they align with your video content.
  • Promote Your Video: Actively share your video across platforms. Repurpose teasers on different channels, reshare on platforms with active audiences, and utilize data to target the most engaged platforms.
  • Be Consistent: Social media success requires consistency. Post regularly, experiment with trends, and reuse successful content. Consistent engagement signals platform algorithms to promote your content organically.
  • Join the Conversation: Engage with other brands and communities on social media. Coordinated brand conversations can create viral moments and expand your reach.

How to Manage the Madness of a Social Media Viral Video

So, your video went viral—now what? Handle the influx of attention and messages with these tips:

  • Stay on Top of Your Inbox: Regularly check and respond to messages. Use monitoring tools to streamline the process and avoid getting overwhelmed.
  • Divide Up the Work: If messages surge, divide the workload. Communicate with teams, create response templates, and monitor in shifts to prevent burnout.
  • Identify Top-Priority Messages: Prioritize important messages and accounts. Use social listening tools to gauge sentiment and quickly identify positive or negative comments.
  • Create a Communication Chain: Have a predefined communication plan for potential crises or positive moments. Time is crucial on social media, and a well-coordinated response can make a significant impact.
  • Continue the Hype: After the initial viral surge, find ways to extend success. Build on the content that worked, get creative, and generate additional viral moments within the same campaign.

Viral Video Marketing: What Makes It Valuable

Viral video marketing is a powerful tool, with 78% of marketers acknowledging its contribution to increased sales. Videos get shared 12 times more than text and photos combined. Viral videos are typically funny, shocking, or weird, capturing attention and making people laugh, gasp, or scratch their heads in amazement.

What Does It Take to Make a Viral Marketing Video

There’s no magic formula, but successful viral videos share compelling content, impeccable timing, and thorough preparation. A captivating headline, exciting concept, eye-catching visuals, a strong call to action, and consistent branding contribute to a video’s virality.

What Are the Elements of a Viral Video

Key elements include a catchy headline, an exciting concept, eye-catching visuals, a solid call to action, and strong branding. These elements work together to create shareable content that resonates with viewers.

How to Create a Viral Video

Creating a viral video involves understanding your audience, keeping it short and relevant, being creative, evoking emotions, using humor, creating suspense, adding visual appeal, and incorporating your brand. Utilize hashtags, influencer marketing, email newsletters, and analytics tools to enhance discoverability.

Tips on How to Go Viral on Various Social Media Platforms

Tailor your approach to different platforms:

  • YouTube: High production value, call-to-action overlays, and strategic use of keywords.
  • Twitter: Use trending hashtags, catchy questions or statements, and emojis/GIFs.
  • TikTok: Focus on entertaining or funny content, use popular sounds, catchy songs, and relevant hashtags.
  • Facebook and Instagram: Create visually-appealing thumbnails, have a clear description, and utilize CTA overlays.

The Dangers of Going Viral

While going viral brings attention, it also poses risks. Be prepared for potential website crashes, handle criticism gracefully, and safeguard your original content from theft. A proactive approach is essential to navigate the challenges that come with virality.

Viral Video Marketing: Final Thoughts

While achieving a viral post is every brand’s dream, it’s essential to focus on building a sustainable social media strategy. Virality is the sweet cherry on top, not the core of the dish. Tell an exciting story, showcase innovation, and leverage professional video marketing agencies to maximize the impact of your content. Video marketing has become an indispensable tool for businesses, providing an effective means to reach new audiences and engage diverse demographics.

In conclusion, creating viral videos involves strategic planning, understanding your audience, and incorporating key elements like a strong start, storytelling, and emotional engagement. Utilize discoverability strategies such as short, concise videos, captions, trending hashtags, powerful copy, and consistent posting. When your video goes viral, manage the aftermath by staying organized, prioritizing messages, and extending the success. Viral video marketing is a valuable tool when used strategically, contributing to increased brand awareness and sales.

Remember, the true power of video marketing lies in its ability to tell compelling stories, evoke emotions, and connect with your audience on a personal level. Virality is a byproduct of creating content that resonates with people and inspires them to share it with their networks. So, focus on building a strong, consistent, and authentic presence on social media, and let the virality come naturally.

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