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Inbound Marketing

Why 'Going Viral' Shouldn't Be An Expectation

Carolyn Edgecomb

By Carolyn Edgecomb

Nov 2, 2013

Why 'Going Viral' Shouldn't Be An Expectation

 Why Going Viral Shouldn't be a Top PriorityWhat is the first thing you think of when you're trying to get your name out there?

Hopefully, it's not creating a viral video. Just like every other marketing effort it can either make or break your campaign.

Does it even have anything to do with your campaign or are you just making a video?

There's a very slim chance that your video will catch on the same way that gangnam style, the little girl in the elevator that pretended to be a ghost, and a babies emotional reaction to mom singing; those videos captured the attention of millions of viewers - sometimes a video can even capture their heart.

It might take a miracle to get millions of people to watch your video. So, what is your top priority?

Is it to create something that will go viral or are you trying to create content that is centered around the needs, wants, and interests of your buyer personas?

Hopefully, you've decided to choose the latter of the two. Don't let going viral become your top priority, it should be about the overall campaign.

Goal Should be to Create Remarkable Content

Viral content and remarkable content don't always go hand in hand. Some might not even consider them to be in the same vicinity.

Do you know someone whose video went viral? Ask them one question, what was your goal of filming and posting the video to YouTube?

Often times, their end game wasn't about going viral. They just posted the video to share with their friends and family.

There are several blogs out there outlining the ultimate guide to creating viral content and how to make your content go viral, but it all starts with creating remarkable content.

The elements of viral content typically include keeping it simple and short, it evokes emotion, makes people question is it real, it's relevant, funny and it's all about timing.

To reach your audience your content needs to be remarkable. Your audience is more likely to share something they're interested in and like than a video you were hoping would catch on.

Don't be a One Hit Wonder

You may or may not remember that singer or band that only had one hit.

In the beginning all that traffic and attention will be beneficial for your company, but what's going to happen once it's over?

I don't want to be a bearer of bad news but a lot of those people visiting your website or just watching your video aren't that interested in the product or services your company provides.

They just want to see what everyone else is talking about, what all the hype is about.

Your goal should be about bringing more people back to your site based on the content and information you're providing rather than creating just one viral video.

It's important to remember that it's not an effective long term strategy. It's only good for bringing traffic to your site.

Don't you want to be a Taylor Swift, Lady Gaga, Pearl Jam or your favorite musician of your industry? It all starts with continuously producing remarkable content.

Know Why People Share Your Content

You might have to dig a little deeper to answer this question; why is your audience sharing your content? I'm not sure if you know this but viral content is reliant on it's share-ability.

You won't be able to expand your reach if you aren't creating content people will want to share.

For some of you this might seem like a no brainer. People love to share content that’s funny and relevant. And, who doesn’t enjoy a good laugh every now and again? Don't just try to be funny. Infuse your companies personality into the content you're creating whether it's a video, an ebook or even a blog post.

One of the main reasons why people share your content is because they've found it relevant and educational and they know other people who will find the content relevant.

Don't make going viral a priority; it might happen without you ever having to try. It's all about ensuring that your creating content your audience will want to read and something that can be easily shared.

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