The Science of Writing Viral Blogs
SHAWNTELL ROBERSON
Writer of Fiction, Book Marketer, and Lover of All Things Dogs
Psychology in Marketing?
With today’s marketing landscape, authors are busy publishing and creating new content. They have figured out how to make their writing go viral. We must work hard to make sure the content is shared the way it is supposed to.
Social networks and other distribution channels are flooded with content–and so naturally, as a way of filtering and screening our feeds, we gravitate to the content that everyone else is sharing.
These widely-shared articles, infographics, and videos tend to pique our curiosity, or they hit us with a powerful “a-ha” moment. I mean these things are going viral for some reason, right?
Let’s get started with knowing how this converted viral effect comes about. Believe it or not psychology plays a role! It explains what leads to certain viral content, why we share things, and some emotions that are triggered while viewing content.
Making sure you have the right audience for your viral material is key. Individuals on social media are more likely to share certain types of content.
Individuals who view shared content are 15% more likely to enjoy it than if they discovered the content themselves.
Using interactive content can skyrocket your campaign to virality. Quizzes, surveys and interactive videos get consumers excited about being involved.
But talking about creating a viral marketing campaign is easy. Constructing one involves some psychological study about why consumers share content in the first place. Then you move into the ballpark of making your content go viral.
“A true writer has an intoxication with language. Let’s build an intoxication for going viral.”
Shawntell Roberson
You must get into the consumers’ mind.
It has been proven that a part of our brain actually feels rewarded by the unusual ideas rather than the familiar. If a consumer feels that they’ve been led to a new concept their brains flood their bodies with dopamine. Now they must know more, so they look even deeper.
The majority of the top viral posts on Facebook are made up of reports on the latest research findings from scientific studies. An article which talks about a new Alzheimer’s treatment that fully restores memory function was the most viral content of 2016, getting more than 5 MILLION shares! When consumers are confronted with a gap in knowledge between what they know and what they want to know, they go to great lengths to find that information. Focusing on consumers’ curiosity will lead to more CLICKS and more time spent on content. Apart from knowing the psychology, it’s also helpful to know why consumers share particular content and the emotional responses that trigger virality.
“Creativity is being intelligent while having fun at the same time.”
Shawntell Roberson
Why are we sharing this content?
- To connect with someone with similar interests.
- To keep up with current trends and events.
- To promote an item that they believe is useful for others.
- To share something about themselves.
- To expand their brand.
- To gain followers.
- To demonstrate their own knowledge on a subject.
- To gain sales and become widespread.
Triggered Emotions:
- Amusement
- Surprise
- Interest
- Hope
- Delight
- Affection
- Happiness
- Excitement
Is there a formula for going viral?
Yes! There does appear to be a formula for things that generate lots of clicks, views, shares, likes, and downloads. So, authors, can you produce such content and share it like a well-oiled machine pumping oil?
Let’s start with the basics. You must come up with a piece of content that gets posted online. Decide what platform you will use and what it will consist of: Bideo? Photo? Illustration? Text?
Secondly, will your subject matter of the content be emotionally tugging, funny, sexy, adorable, or something else that will grab their attention?
Third, do you challenge something? Do you make people feel, think or act? Do you inspire, enlighten, educate or entertain?
What is your fuel for your machine?
- Pets doing human-like things, doing something odd, funny, dangerous or very cute.
- Commentary on push-button topics: politics, sex, religion, money, sports and even war.
- Things are atypical, unusual, risky, empowering or rare.
- Insightful comments on news, figures or events of the day–both current and historical.
- Combining things that you wouldn’t normally associate together like a dog on a motorcycle, a cat wearing clothes in front of a dry erase board or a child in control of a voting booth.
- A focus on things we’d like to stare at, but we feel shame for doing so. For instance, a car crash, a beautiful person, studying a dead body or witnessing a crime but do not respond.
- Artsy graphics or distorted images thanks to technology.
- Fantasizing things we can never really experience.
- Things that fictionalize reality to non-existent things or places.
- Topics that we have strong alliances to, God, our country, city pride, family, hobbies, etc.
Most of the time it’s something very silly and replicable. Any of us could do these things and get tons of attention, but we haven’t thought to do it. You’re going to need to post it on your site. Send a link to this content in your posts on your platforms–Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram. Then you’re going to have to stay on top of your game by reposting it to build up your followers.
You may need to pay to advertise your viral content. There’s power in the content, it can drive those who view it to start sharing it. Some may share it organically! You’ll need to get your viral content into the hands of influencers. Send it to those that have huge followings across all social media platforms.
Once your book goes viral will it translate into book sales? Will it give you your fifteen minutes of fame? Can you turn clicks into a career? These are all good questions, but you’re not going to like my answer. Some will NOT see many book sales or financial gain from their efforts of going viral, while others will generate book sales, speaking gigs, and gain long-term growth with their content going viral.
It depends on what you put out there!
Make them say “that’s hilarious” or “that’s very interesting” to “I must have this book.” Let’s think about the principles of going viral. Even if you get 200, 2,000, or even learn how to get 20,000 people to click on your content you are slowly building a loyal ban base. They will become your market to sell your future books to! All it takes is dedication, creativity, luck and a mindset of thinking BIG.
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