Goviral has gather the 7 ingredients to make your content go viral.
1 \ THE OUTSTANDING STORY
All cultures reach some kind of consensus over what’s good and what’s bad. Like a line cutting right through the middle of the cul- ture’s range of values. We don’t want to be too wasteful or stingy. Hyperactive or overly passive. Boring or affected. We’d rather be somewhere between these extremes. That’s how it is with all human values, and we call this the axis of consensus. But the axis of consensus is also paradoxical. Despite the fact that we all want to be there, we also find it utterly boring! Who wants to read a book about a good, decent man who lives in the suburbs with his wife and their two children? Nobody. We want to see movies, read books and hear stories about people who are outstanding in some way. We are turned on by taboos, the unusual, the outrageous, the hilarious, the remarkable or when we get to peak into hidden secrets. These stories ignite conversations and open our eyes. It is outside the axis of consensus that you find outstanding campaign stories that are fuel for the viral spread.
2 \ STICKINESS
There are some people you always seem to forget. Even if you’ve worked at the same office for years, these people are out of mind the minute they’re out of sight. In contrast, there are people you might only have shared a few fleeting seconds with, but that you’ll remember the rest of your life and think about often. You might call these people ‘stickies’. They stick in your mind like an evergreen hit, and are quite impossible to forget.
When you assess the viral potential of a campaign, you have to ask how well the campaign or story manages to stick in the mind – or whether it will be forgotten after just a few minutes
3 \ RELEVANCE
“It’s amazing how many women are pregnant now – it’s almost like there’s a new baby boom on the way,” expecting parents will say again and again. How can that be? When birth rates through- out the Western world are falling or stagnant at best?
The answer lies in ourselves. In the way we perceive the world. Pregnant women see babies and other pregnant women because that’s what is relevant to them at the moment. Not so in a year’s time, when perhaps a new home and a pram will be at the top of their mind. Relevance involves a combination of message, situa- tion and timing.
4 \ PORTABILITY
For about a year, the very humorous and embarrassing 1970s music video ‘Apache’ was available on the internet, but did not attract much of an audience. Then one autumn day in 2004, something unusual happened: in just a very few days, the video began to appear on countless blogs and websites, spreading like wildfire. It even started turning up on different television pro- grammes around the world. Why the sudden popularity? What was it that brought the wonders of ‘Apache’ to the attention of the whole world within just a few weeks? What happened was that the video became ‘portable’. A blogger had taken the time to compress the original 40 MB video down to about 2.5 MB. The smaller size made the difference between success and fiasco. Technically, the radical compression reduced the quality of the film. But it also ena- ble the clip to be sent quickly from blog to blog, from mailbox to mailbox. Portability is about being free. Free of physical, technical and human barriers. Free to reach an audience wherever the audi- ence may be.
5 \ SHAREABILITY
People spend oceans of time and energy keeping their network of friends and acquaintances together. We share all kinds of things with those around us – often without even thinking about it! Just ask yourself: What do you eat when you’re alone? And when you’re together with others? What do you prefer – going to the cinema alone or with a friend? Most people would probably much rather share even the smallest experiences with someone else. And the evidence suggests that the sharing is often more important than the experience itself. That’s because it helps us maintain our net- work, and cement our relationships. According to sociologists such as Alain de Botton, the worst thing that can happen to a per- son is to be without a network. A person can suffer a complete breakdown in just a few days if nobody around wishes to talk with him.
This notion of sharing stories is a crucial driving force, and viral campaigns should focus on the value of networks. Shareability - if the recipient can use a viral campaign to help cement her network, its potential is nothing short of explosive.
6 \ TIMING/ACTUALITY
There is nothing harder than trying to sell a Christmas tree in January. Some stories are very dependent on the time they are pub- lished. If you’re able to add actuality to the viral campaign material or the seeding hook, it is possible to create extra momentum. The manipulated photo of George Bush Sr. fishing with George Bush Jr. in the flooded streets of New Orleans was published a day or two after the catastrophe. Within a few days it had reached mil- lions of mailboxes all over the world. A month or two later it stop- ped circulating – it was no longer current.
7 \ SEEDING HOOKS
A seeding hook is the one liner that catches your attention – the unexpected, witty angle to the story. Seeding hooks help the cam- paign material be absorbed into connection points and consum- er’s conversations. A successful seeding hook is essential, and sometimes it can be more important than the campaign material itself. The same viral agent can have several seeding hooks depen- ding on the context.