Are you an aspiring content creator or influencer figuring out how to go viral and get noticed amongst the plethora of platforms and seemingly never-ending ream of content out there?
Creating viral content can help widen your reach to capture new audiences. If a post really takes off – gathering likes, shares, and comments – the algorithms kick in, showing your content to more people. Viral content can be more cost-effective than paid advertising and PR campaigns.
Of course, going viral is not as easy as hitting “Share.” According to Forbes, there is a one-in-a-million chance for your social media content to go viral.
But there are tips and tricks to help you get there. Here’s a closer look at the world of viral content, plus some strategies for content creators hoping their posts will catch fire.
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What have you scrolled across online that you just had to share with others? Viral content is basically that. It’s a video, article, image, or meme that spreads rapidly, becoming hugely popular and encouraging viewers to engage and not just watch.
Viral content can mean a lot of things – and the metrics change often.
A video with millions of views but no new followers could be considered viral, but so could a video with a lower number of views but great engagement. As for what numbers constitute viral content, it can depend on whether you’re posting on behalf of a household brand, a smaller business with just a few thousand followers, or as an individual. There are benchmarks though. An Instagram or TikTok post that receives over 10,000 likes or views in the first 24 hours of being posted is considered viral. On YouTube, a video with 1 million views in a week is similarly viral.
You’re also not always in control of what you go viral for – or when. A piece of content could have been posted for months before it starts to gain traction. It could be other creators or users who make it happen through sharing or sign-posting to it in their own content. Or content can go viral for unexpected reasons, like the American Eagle ad campaign featuring actress Sydney Sweeney.
There is no straightforward formula that guarantees that something will go viral.
Some creators can achieve overnight success, but most need to put in time and effort – alongside a little luck. Many who go hugely viral, like Charli D’Amelio, one of TikTok’s most followed creators, who gained notoriety posting lip-syncing and dance videos, weren’t expecting the huge popularity they gained.
If your content connects with people and adds value, whether as entertainment or a source of knowledge, then it has the potential to circulate. The type of content that does that tends to be emotionally engaging, visually appealing, or insightful.
People love to share content that makes them look good on their social platform or offers something surprising or not seen before, like the ice bucket challenge that swept the internet in 2014. Over 17 million people, including high-profile figures, took part globally to raise money and awareness for motor neurone disease.
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Short-form video (ideally only a minute or so long) is one of the best-performing types of content, and it works well on platforms such as TikTok, Instagram Reels, and YouTube Shorts. If you create a quick, engaging video and grab attention in the first few seconds, you’ll increase your chances of going viral.
Other content types can also be effective. User-generated content (UGC) featuring genuine reviews and explainers of products provides a sense of authenticity and trust, live videos are great for connecting with audiences in real time, and images and text-based posts still work well on platforms such as Instagram and LinkedIn.
Different types of content perform best on different platforms, so choosing where to post depends on the kind of content you’re creating and what you want to achieve.
Being present on more than one platform can increase your chances of virality, but avoid stretching yourself too thin by focusing only on those where your audience is most active and where your style of content is likely to perform best. If you’re all about still images, for instance, posting on video-led YouTube and TikTok could be a wasted effort.
Experiment by reposting content consistently on a few platforms to see what results you get. Scheduling tools such as Buffer and Hootsuite can help streamline the effort, while A/B testing helps provide insights into what your followers engage with.
TikTok
Engaging short-form content reigns on this platform, which has a community of over 1 billion monthly users who are genuinely engaged. A 2021 internal study found that 92% of users do something after watching a video, whether it’s liking, sharing, or commenting, resulting in some incredible viral moments.
According to one report, the median engagement rate on Instagram is 43% – lower than TikTok, but higher than Facebook and Twitter. The Reels feature shows content to people beyond your followers, so it can help provide traction for creators. Features such as stories, highlights, and collaborative posts are great for building a brand on the platform.
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There is no guarantee your content will go viral, but you can increase your chances by focusing on the following steps.
1. Figure out your “why” and be genuine.
Know the type of content you want to create, as well as its purpose and target audience. Ask yourself what you enjoy or would like to create, and why people would view and share it.
Audiences feel more connected to content that feels real and trustworthy rather than perfectly curated. It’s OK to be different and show your human side and imperfections, like Australian comedian Celeste Barber proves.
Be aware of trends and what successful creators are doing, but don’t copy them. Instead, focus on what works for your brand and sets it apart from others.
2. Choose a relatable niche.
It’s easier to go viral when you’re targeting passionate communities with a specific type of content rather than trying to do a bit of everything and appeal to everyone.
People are more likely to share content that has emotional appeal or reflects their own lives or societal issues. The more we care about something, the more likely we are to share it with others.
People like to learn new things, so how-to tutorials and “did you know” videos work well on platforms such as YouTube and TikTok. “What happens next” videos also grab viewer attention, as do videos documenting coincidences and strange natural events.
3. Keep it short and engaging.
Short-form content that catches attention and is easy to repost or share has big potential to go viral. Focus on creating content that viewers will watch to the end, because algorithms boost clips that are watched all the way through. You also need to grab attention right at the start, ideally within the first three seconds.
4. Post quality content regularly and consistently.
Put time and thought into creating high-quality posts that reflect your voice and brand. Create a calendar and consider using an online tool such as Hootsuit or Buffer to schedule regular posts. Algorithms often reward creators who post regularly and consistently.
5. Keep on top of metrics to inform your content.
Use hashtags and keywords, but keep it relevant and don’t use more than you need. Use tools such as RiteTag, Ahrefs, Google Trends, and generative AI to research what’s trending and may be worth using.
Use analytics tools to understand how your content performs, the best times to post, and who your audience is so you can tailor content more effectively.
6. Build your community and be interactive.
Consider the age, location, and interests of the people you want to reach and tailor your content to match. Research what type of content they engage with and take a lead from what works for them.
Creating content your audience wants to see will keep them coming back, which helps build a loyal following in the longer term. Find ways to interact, such as liking comments, responding to feedback, and using a call to action, such as suggesting they subscribe or follow your account.
7. Get help from established influencers.
With features like Instagram’s Remix and TikTok’s Duets and Stitches, users can repurpose content from more established creators within their own posts.
Finding a way to collaborate with influencers can be a great way to boost how many people see and interact with your content. Choose those who share your brand’s values and connect with your target audience.
Ultimately, the journey to going viral is unpredictable and out of your control, so don’t be discouraged if it’s not happening straight away or consistently.
Remember: Going viral provides only a temporary spike in engagement, and algorithms measure what people pay attention to but not necessarily what they want. On Instagram, only 24% of users’ time is spent viewing content from creators they actually follow.
So don’t just chase the algorithm. Growth metrics such as follower count, likes, comments, and shares remain important, but the focus now is on creating inspiring content that consistently adds value to your followers over time.
If you know how to target your audience, understand your purpose, enjoy what you create, and approach it with curiosity, you’ll increase your chances of going viral while also building longer-term, meaningful engagement with your followers.