Get Noticed Online
The Internet has billions of users. Together, we create more content in one second than one could ever consume.
Even so, there is content that stands out. Surprisingly, a video comes out that all of your friends have watched. An article is written that everyone seems to know about. Content like this is consumed millions of times—maybe even a billion times or more in rare cases.
What makes content stand out amongst the noise? Certainly not self-promotional blabbing or pleads for people to share content just because you asked them to. Viral content is born when something is created that is of great value to a user…or even a hundred thousand users.
Creating Valuable, Viral Content
Viral videos, articles, and the like are surrounded by envious listeners, viewers, and consumers. Why? Because it tends to look like
It’s frustrating to see something go viral if you’ve had a similar idea or piece that you’ve created in the past with far less impressive results. Other times, the content wasn’t even that interesting in the first place, and it just seems stupid that it went viral in the first place.
We wonder, “Why didn’t my content go viral? It was so much better than that.”
Instead of worrying about it, we satisfy ourselves by deciding that virality is random and that there’s nothing anyone does that can have an impact on that.
However, virality isn’t determined by content that’s “better” or “worse” in terms of production or entertainment value. It’s not random either.
Marketing expert Jonah Berger, in his book Contagious, studied virality. In his research, he found 6 elements that are essential to a piece of viral content. These elements may work together to drive content to virality, or one may work alone to produce the results.
If you’re hungry to know how to produce content that people want to consume, then I highly recommend the book. I want to expand on just one of Jonah’s principles: Social Currency.
What is Social Currency?
What ultimately makes something go viral? Think about it: someone has to share the content with their friends, one of those friends has to share it with their friends, and so on.
Social currency is one of the primary motivators for us to share anything – ever.
What is it? Most simply put, social currency is part of the relationship economy. It’s what we have that makes us feel like something is worth saying (and listening to). It’s the understanding that there’s a difference between the interesting and the uninteresting, the important and the insignificant.
Here at FeedbackWrench, I work with our company’s owner – Rob – to create digital marketing strategies for small business clients. Rob and I each come across a lot of articles, videos, and more relating to our industry. If we took the time to share each and every one with each other, we would never have any time left in the day to be productive.
Instead of doing this, I only ever share an article with Rob if I find it to be extremely relevant, informative, or inspiring. If I share an article with him, he may or may not be equally impressed. If he is, he’ll likely pass it on to someone else. If not, the article’s lifecycle will cease at this point. Unless, of course, someone else decides to share it.
Content with Social Currency
If you create content, it’s not enough to post a promotional piece and beg your friends to share it.
Your Uncle Jim and your brother Henry might share it, but no one in their networks will share it. Why? Because at this point, they are too far removed from you to care enough to do you a favor – they probably don’t even know you at all.
Instead, you have to provide something to your audience that is so valuable that they actually gain social currency by having seen your content. They have become a more interesting or more informed person by having seen what you made.
Think of it this way. You own a coffee shop. Instead of making a video telling people that beans are x amount of money and the Wi-Fi is x amount faster
At this point, you share the video and your first viewer watches it. This viewer is genuinely impressed. He’s never heard of this method before, and it sounds way better than the drip coffee he’s been drinking. Later, when he’s hanging out with his friends, one of them mentions that they want to stop for a cup of coffee. Suddenly, the viewer has something of value to add to this conversation—he has social currency. He shares
Before you know it, you have a group of customers instead of just one.
It’s the same principle that’s in play when a silly video of a panda rolling around goes viral. If I show that video to a friend of mine and they enjoy it, I have become a more interesting person for having shared it.
How can your small business utilize Jonah Berger’s first principle of virality to be heard by your audience?