Increasing engagement on social media is like keeping the attention of a three year old. There are tons of things published each day and we are often on the next before even finishing the content in front of us. Having a campaign/contest or even a piece of content go viral is every marketer’s dream. . Over 2.5 billion individuals (a figure that is rising exponentially) are on social networks all around the world.
To own a brand in this digital era, it is imperative for you to be on social media. Although the social media competition can make it feel impossible to keep your audience focused and engaged. Plus, you cannot expect everyone to like what you post and producing a viral social media marketing campaign is not as easy as you might think. Let’s see few things we need to keep in mind before we pan out a strategy for a viral campaign on social media.
- Know your target audience inside out
In order to generate viral content, you must first understand your target audience. Viral content is only effective if it reaches out to folks so compellingly that they are willing to share it.
Having a social media agency on board for your brand could prove beneficial when it comes to creating viral campaigns while there is no guarantee that what you post will go viral. But as a first step, it’s important to understand and observe your audience carefully. .
Build a marketing persona by communicating with actual, prospective consumers to understand what is significant to them as they deliberate buying and sharing content online. Equipped with these facts, it will be significantly easier to create content that users are likely to share online. Also, going viral doesn’t only mean to have your content in front of people, it’s about getting it in front of right people.
- Select the right social media platform
Every social media platform is unlike the other. Before generating content, choose a platform you think would give you powerful results. Instagram, Twitter, LinkedIn and Facebook are all good platforms for a viral social media campaign; however, the content you create will vary subject to the platform you choose. Every social media channel works in its own way and Social Media Marketing report discovered that 87% of marketers are confused on how to find their target audience through social media.
If you choose for Instagram, for example, a series of Instagram Stories or an image with a gripping caption can trigger viral shares online. However, content that will do well on LinkedIn is usually created from a relevant article or from a thought provoking LinkedIn update.
- Create engaging content
Most social media platforms use an algorithm that positions content based on the probability that a user will participate. Content that is projected to engross supporters is usually positioned at the top of the page, and vice-versa.
Any Social Media Agency would know that creating highly relevant and useful content is an easy way to increase your chances of going viral. If you can create content that’s actionable then you’re far ahead in the game and if you can’t then you’re just a step away from hiring a marketing agency. . Social Media marketers focus on creating content that has high engagement, since it will have larger spread and is thus more likely to be shared again.
- Timing is Key
To guarantee that the social media campaign performs to its full potential, time its announcement so that it will obtain maximum visibility. Perfect timing will hinge on the behavior and inclinations of your target audience, and on the social media platform you are using.
- Enhance visibility through advertising
It can be quite challenging for a small business to create viral content. Investing in paid ads on social networks can improve the visibility of a social media campaign. Deliberate on producing ads that are targeted to a group of important users. If these users re-share the ad, it will be broadcasted to a bigger audience in an effective and economical way.
- Make use of social media influencers
Of the Social Media marketers who employ influencer marketing strategies, nearly 95% believe that the strategies are effective. Social media influencers have the capacity to provide brands with enhanced reach, and can add fuel to a viral social media campaign.
- Measure past performances to do better in future campaigns
Social media agencies nowadays use social media analytics tool to measure performance, and to recognize what is and is not working. If any strategy modifications or alterations are required, the metrics can help guide changes in strategy.
- Provide a clear call to action
Don’t let social media engagement go to the dumps. Make it clear to those fascinated what they should do next, apart from simply liking or re-sharing a piece of content. Encourage the target audience to take a precise action. For example, encouraging the followers to sign up for a free trial or to make a discounted purchase are excellent ways to use the power of an effective social media campaign to grow consumers and impact sales growth.
- Generate media attention
If a social media campaign really takes off, look to strengthen the message of the brand via several media channels and that is when PR comes into action. When it is clear that the brand is doing something newsworthy, news publications will be eager to provide attention. Show media outlets that thousands or millions of individuals have reacted positively to the campaign.
When contacting a news organization, be sure to draft a press release that covers all the significant statistics, as well as contact information or just outsource a professional PR agency to do it efficiently for you.
- Share original content
It’s important to ask yourself this question regularly – Is the content unique? Novel and rare content is more likely to get engagement than content that seems to be a copy of campaigns from other companies. Great content is remembered, like the ALS Association’s ice-bucket challenge. Obviously you don’t have to shock your audience to get them to engage, stick to your brand’s main message and identity. Content that is derived from previous campaigns will be ignored, and may even get undesirable press attention.
Creating a viral social media campaign that is fruitful can be perplexing. Firstly, it is imperative to create content that speaks to the target audience in an exclusive way. Just like Social Media Agencies, one should use a social media analytics tools to measure performance, and should centre on making content that is well-timed and that creates engagement.