Three Steps to Viral Content
Is there a formula for viral content? That's a question it seems like everybody is searching for the answer for.
Plenty of folks will say they have a formula for viral content, but it’s been my experience that most they leave out a key ingredient—luck and algorithms.
Think “algorithms” doesn’t apply to podcasting? I hear you. So replace that with “word of mouth.”
Here are three steps to help you harness luck and algorithms … or word of mouth,
First, grab attention and make a promise. For podcasters, this will be in the title on your podcast, the titles of your episodes, and the first couple of minutes of each episode.
As an example, use my podcast on podcasting, Build a Big Podcast. Not a sexy title, but it makes a promise.
Clear always outperforms clever. At the very least, put an obvious message in your subtitle.
Do this in everything related to your podcast. Definitely in the first couple of minutes of any episode you release—let people know what they’re going to get.
Second, deliver on your promises and trigger emotions. You want to make people feel something. What will they gain when they engage with your content?
“Here’s what we’re going to talk about on this episode and here’s why you should care …”
People don't just want to lose 10 pounds; they want the feeling that comes with it. Maybe that's better health or compliments from others saying, "Hey, you look great." It's not just about the 10 pounds; it's about the emotion tied to it. So whatever your "10 pounds" is, connect it to an emotion.
Third, make the message last and inspire sharing. That's what makes something go viral. We can spend all the money in the world on advertising, but that's not sustainable. If you advertise something subpar, it dies quicker. Think about movies—Marvel Universe or not—if a film isn't good, word gets out fast: "Miss it."
No amount of advertising can counteract negative buzz. But if people are talking positively, that benefits you and triggers algorithms: "So many people like this; you might too."
To recap:
One, grab attention and make a promise.
Two, deliver on the promise and trigger emotions.
Three, make the message last and inspire sharing.
There's no foolproof formula for going viral or kicking off word of mouth, but focusing on these three principles will significantly improve your chances of creating resonant content that spreads.