How to make your social media content go viral


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OTT Appeals To A Younger Audience

About 60% of young adults say the primary way they watch TV is through streaming services, such as OTT apps.

Where viewership consolidates, so does ad spending. OTT ad spend is predicted to hit $2 billion this year, a signal that advertising on streaming services is growing at breakneck speeds.  Despite OTT appealing to the younger audience, more and more elders are adopting over the top tv and deciding to cut the cord, thus expanding the reach of brands to connect with younger to older audience segments.

Non-Skippable Ads & High Watch Rates

We are seeing watch rates average well over 85 – 90% compared to pre-roll video which can range from 35% to 60% watch rates.  This proves you’re getting an engaged audience and making your ad spend more efficient as well.

Our campaigns will help you:

Who is social media marketing for?

 It’s the ultimate solution for your business to expand expertise, increase brand awareness, and boost revenue in a shorter period of time. If you want to get started with programmatic advertising but don’t know how to enter the market safely, you should consider Tech 115

Key Factors

  • Review any current data and analytics.
  • Look to previous successes among your audience.
  • Create buyer personas.
  • Conduct surveys.
  • Keep an eye on your competitors.
  • Monitor audience feedback, comments, and engagements.
  • Experiment with content and updates to your products and services.

Luck and cats. According to Jonah Berger, marketing professor at the University of Pennsylvania, these are the two most popular misconceptions about why content goes viral. As the author of Contagious: Why Things Catch On, Jonah is an expert in social epidemics and the science of shareability. And thats precisely what it is: a science.

Unfortunately, there can never be an absolute guarantee of widespread exposure with any idea, no matter how great it might be. Content and PR campaigns do require that little bit of luck, of course, but it is by no means the only (or even the most significant) factor involved in succeeding. As for cats, there weren’t many of them in Gangnam Style or WRENs First Kiss video, and I seem to remember both of those doing okay.

While we might not be able to assure 100% blanket coverage, what we can do is apply a series of proven, scientific methodologies to every campaign we embark upon. Creating content that people genuinely want to share is a complex and challenging task, but one that we embrace in PR. Each idea needs to be analysed and scrutinised, and a good place to start is with Jonah Bergers six STEPPS.

Social influence is ubiquitous in human societies. It takes a wide variety of forms, including obedience, conformity, persuasion, social loafing, social facilitation, deindividuation, observer effect, bystander effect, and peer pressure. Research on social influence has a long history in social psychology, and an experiment on social facilitation effect that was conducted in 1898 by Triplett [1] is often considered the first social psychological experiment (see also Ref. [2]). Since then, social influence has fascinated scholars in various fields.

Since 2005, researchers in the emerging and growing fields of social neuroscienceneuroeconomics, and neuromarketing have begun to explore the neural bases of such complex social phenomena using methods in cognitive neuroscience including functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and transcranial magnetic stimulation (TMS). In this chapter, I will cover social neuroscience and neuroeconomics studies investigating the following two forms of social influence: (1) the effect of others’ presence on prosocial behavior (observer effect) and (2) the effect of others’ opinion on an individual’s preference (social conformity). Both the observer effect and social conformity can be considered primary examples of social influence, as they represent two of the most relevant and ubiquitous forms of social influence in our everyday social lives.

The New York Times Consumer Insight Group recently released the results of a study into how people choose the things they share online. They analyzed the sharing habits of thousands of consumers, determining the most common reasons that people share different types of web content with friends, family, fans and followers.

These reasons, such as reinforcing a sense of online identity and nourishing existing relationships, informed what the study suggests are seven key factors to influence sharing. And while knowing those factors is one thing, knowing how to actually implement them is another.

    1. Remember that people share to connect with each other, not with your business.


      Consumers share web content because it adds value to their own sense of identity and their relationships with other people — not because they want to drive traffic to your website. This means that creating shareable content isn’t necessarily a matter of how you can provide utility for your readers, but how your reader can provide utility for someone else. Don’t create content just for your known audience. Create it for the people they connect with.

  1. Establish trust in as many ways as you can.

    Websites are like promises: anyone can make them, but they don’t mean anything without trust. If your audience doesn’t have reason to trust you and your brand, or they think that others might hesitate to trust you, they won’t bother sharing. Their credibility is riding on your credibility – so you’d better build some. Even something as simple as a polished, professional-looking website can give you a serious edge.

  2. Keep your topics simple and focused.

    Consumers share content that has a clear purpose. Bear in mind that a simple, focused approach is not the same as a shallow one; only that tackling one subject at a time is better for shareability than trying to do too much at once. What’s the point of any given piece of content you create? If you have difficulty breaking it down into a clear, actionable goal, you may be making things too complicated and muddled both for you and for your readers.

  3. Retain your sense of humor.

    With so much web content being published and shared on a daily basis, you need to stand out not only in the extent of your expertise, but in the authenticity and humanity of your voice. Consumers share content with which they form an emotional connection, and humor is a relatively quick and easy way to encourage forming those connections. Humor isn’t necessarily the right approach for every industry, but this speaks to the importance of showing your personality. Allow your audience to believe that what they’re reading was written by a real, live human.

  4. Instill a sense of urgency/timeliness.

    Your readers are exposed to plenty of web content that they might consider sharing but never do. Writing content with a sense of urgency, however, can give them that final push. It may be that you’re relating your topic to a current event or providing the information your readers need to prepare before something upcoming one, like a seasonal change. You could provide information that demands to be acted upon sooner rather than later. While evergreen content has a long-term shelf life, if you’re focused on getting shares, don’t underestimate the value of content that’s especially valuable in the here and now.

  5. Engage with the act of sharing. Your work isn’t done once the content is posted and promoted. Remember that when users share content, they do it because they see value in the act of doing so — not just in the content itself. It’s your responsibility to recognize and engage with the act of sharing your audience performs. As this study found, one key reason that people share content online is so that they’ll be recognized as helpful and contribute value to the lives of others. You can provide that recognition with an act as simple as liking a post or responding to a tweet.
  6. Make it easy to email. It’s easy to focus heavily on social sharing because it all takes place out in the open. But the sharing that goes on just out of sight can be even more valuable. Email is still No. 1 when it comes to sharing web content, so don’t put all your eggs in the social basket. Make sure that your audience has an easy, effortless way to email the article directly from the page itself.

First, you’ll start with your event.

Your message has to be something people will want to share and you have to offer something of value. The event has to be unique, personal and relevant. If you are providing giveaways or holding a raffle during the grand opening, you are probably going to excite people to share the information. You can make it personal by stating how you will help your customers.

Second, you’ll need to send it somewhere.

For a grand opening, you will want to post something on your blog and website. You can link your blog on your Facebook, LinkedIn and Twitter feeds. You should also take pictures and video on the day of the event to convince more people to come. However, don’t forget to send press releases and take out print ads about the event. The mistake a lot of people make is putting out ideas without developing their own platform to launch them. It’s vital to have that down if you want to garner followers and motivate people on a long-term basis.

Third, you’ll need readers and followers to move your message.

You need to be active on social media to make sure your event is known. On Facebook, create an event and send to all your followers. You can tweet about the event every day until your grand opening. Follow up with your core group of subscribers.

Fourth, don’t worry if you fail.

Sometimes, you will not get the response you want. Much of the content you post online might not be read at all. But, remember that just posting it means someone at some point will come across the information and pass it along to others. If people learn about your grand opening early enough, you could have a crowd on the day of the event. The more time you give to learning social media and online attention-getting, the more you’ll figure out what people want to read.

Fifth, the message needs to be short.

People have short attention spans. They don’t want to scroll down a page to find out what your event or message is. You need to make your point immediately and keep it short. You still can offer ways to stimulate their minds, but what you say matters on whether people will pass along the information. Give them all the details as quickly as possible for the best success.

Sixth, don’t forget to use e-mail, message boards and other things.

Remember that those online aren’t the complete population. Plenty of people use message boards, e-mail and user groups to spread news. In fact, e-mail sales continues to have a high rate of return. If you fail to announce your grand opening through these avenues, you are making a mistake because generally users active on one message board are sure to be active on others and will repost a good idea. There are also plenty of people who go between message boards, social networks and blogs. You’ll want your message in all the different forms of web communication that exist. Also, sending emails to a list of your friends is something to consider.

Seventh, don’t forget traditional outlets.

For a grand opening, you will want to send a press release to entice media personnel to attend your event. At the very least, the media will list your event on a calendar on their website and in print or radio. You want to send it at least two weeks before the event and write it in the proper format. Go to the trade publications that might find your idea useful and pitch it to them – you can usually find the correct writer’s email addresses on those pages with a little bit of research. When all else fails, call the publication and ask (it’s usually that simple).

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