Creating viral posts- here’s the “what” and the “how”

Not that i’ve created a really viral post here, I just don’t have enough regular readers to create a widely circulated viral post. But I have been part of a series of viral posts through www.bigfoottraveller.com, as we posted a simple chart of Singapore’s long weekends in 2015. The post reached over 100,000 people in a week.

If you don’t have time to read further here’s the key points;

What should you post ? Simple ideas that amuse, help, debunk or explain.

How can I to create these? Use your experience to provide insight and perspective.

Result: posts  that provide useful self-help ideas, that reveal a previously hidden truth or debunk that common myth… OR take pictures of your really ugly cat.

Part One- WHAT?

I’ve done a bit of research about the topics that seem to occupy viral posts.

Annalee Newitz believes that there are two subject areas that spur the vitality of posts

 

And I like her suggestions… that what has internet currency are either memes or revealed truth. The purest version of the meme online is the LOLcat, usually just a picture with a caption, which is the perfect pick-me-up bit of portable content. Personally I don’t mind looking at some surprising and funny pictures or posts and as a bit of a diversion I send them to friends. In fact the viral post to 100,000 viewers was a simple self help guide for next years long weekends. Not funny, but really useful.

So whats the insight on why these work? Why do we want to share these types of stories? Primarily they are easy to understand and its obvious why you’ve shared them- no one needs to think to hard, your social currency has gone up without much hard work. You’ve made your friends laugh OR given them some really useful information. Your social capital has increased by making everyone laugh or smile or use their time better.

And on the other hand the other really viral posts appear to either debunk a common myth, or simply or clearly and briefly explain something that reveals a hidden truth.

So what’s the insight here- its pretty much the same as with LOLCats, no one needs to interpret what you are trying to say. Whether its mythbusters-style debunkery, and truth-telling investigative journalism; they are about truth, rather than amusement. Your social capital goes up as you help friends select the great new app, or find the truth behind a coverup. It’s a story that promises we can at last know exactly what has happened, or how to feel about something. We want to share these stories because they appeal to our urge to have the definitive explanation of what is true and right.

So that’s the content part. You have two avenues for your posts content in your search for better viral posts.

A second insight for writers wanting to go viral, is that for readers to share a post, picture or story, that post becomes a reflection of them, the in effect own it. And the ownership is greater if the poster can add a (witty, pithy, apt) comment on a story that they are sharing on social media. If people can share a piece of information that’s an absolute truth – whether that’s how to uninstall apps on your phone, or some inspiring quote – you too become a truth teller. And that feels good and boosts your social capital as your friends share your comment. So ask for comments, or ask questions to spur comments, as this provides a means for people to feel ownership and then to repost to friends.

Part two- HOW?

So how do I think you can create a viral post. Newitz didn’t cover this.  I’ve seen a post that suggests 32 ways to going viral, and I’m certain that such a lengthy formula won’t work. Another has 11 steps to go viral- again a lengthy process that i don’t think will work.

My view is you must have three things to elevate your posts.

Insight

Insight is a means to quickly understand both the topic and why its important to the reader. Its an understanding of cause and effect based on your identification of relationships and behaviours within a situation,  context, or scenario, explained in a way that exposes the underlying meaning of a topic.  Give your readers a way to understand or connect with  events or activities or situations and to be able to take clear response to them or evoking a positive action about them. A great insight is usually unexpected and breaks out of current thinking, but in hindsight seems really obvious.

Perspective

Perspective enables your reader to see the idea or problem in its surroundings or over a time period and thus why its important. Sharing perspective enables your readers to realize the importance/significance of the thing you are referring to, or to put the thing into its correct place (make it clear for them and others).

 

Experience.

Share what you personally know to be true. Using your own experience as a means of creating insight and perspective is most powerful and impactful. It creates a bond with your reader. Your personal command of the information provides clarity of vision and a passion in your communication.

I am sure there are other elements to creating viral posts, but this is a good start, and will certainly provide you with a more powerful voice than just commenting or sharing information. Help your reader understand and provide them with a means to act for the better.

I’d love your views on this post and examples of how you have created viral posts.