In the age of the pandemic, the term “going viral” might sound a bit risky. But this is my mission. It’s been a goal for quite some time considering I’ve grown up along side the Internet and witnessed the rise and fall of so many viral videos and memes, I could communicate entirely in references and gifs and still have a logical conversation. Historically, legends became immortalized in stone and had their monuments placed within their geographically relevant location. Today, one strives to leave their permanent mark on the World Wide Web that reaches far and wide, and almost instantaneously.
Interestingly, many viral phenomena occur without intention from the creator (EDGY_ Labs, 2020). It’s the candid and genuine nature of the content that connects deeply with viewers and promotes the inherent need to share it with others. When it feels real, consumers are more engaged. When it feels like an advertisement, people are going to tune out if it’s irrelevant to their needs (Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y., 2019).
Consumer demographics are also a vital piece in the puzzle. I am positive that memes weren’t made popular by the “Baby Boomer” generation so much as their younger counterparts. Therefore, having a gage on who’s listening to your messages and when can be the difference of screaming into the void, and having the void scream back at you. When you know who is interested, you’ll better understand why – and that means cultivation of a wholly emotionally invested experience, which turns into the desire to spread the joy (Chaffey, D., 2021). As they say, sharing is caring.
Based on data collected by Rival IQ, established brands were able to decrease their average amount of social media posts over the last year without noticing any negative impacts on engagement. This was attributed to the content being well-timed, and sparking emotionally powerful responses (Feehan, B., 2021). When posts are made during peak visibility hours, the target audience has a much higher likelihood of receiving the intended communication (Arens, E., 2021). Pre-scheduling content also removes the possibilty of missing out on chances to engage, even when you aren’t physically available (FOMO, anyone?). In a world where someone is always awake, you can’t afford to sleep on opportunity. (Zote, J., 2021)
So, what now? I take this rough around the edges road map and get creating. Happy curating!
-Phea
References
Arens, E. (2021, November 9). The best times to post on social media in 2021. Retrieved November 14, 2021, from https://sproutsocial.com/insights/best-times-to-post-on-social- media/
Chaffey, D. (2021, October 26). Global Social Media Statistics Research Summary 2022. Smart Insights. Retrieved November 14, 2021, from https://www.smartinsights.com/social- media-marketing/social-media-strategy/new-global-social-media-research/
EDGY_ Labs. (2020, April 19). 3 Secret Recipes to Make Your Content Go Viral. Retrieved November 14, 2021, from https://edgy.app/3-secret-recipes-to-make-your-content-go- viral
Feehan, B. (2021, February 16). 2021 Social Media Industry Benchmark Report. Retrieved November 14, 2021, from https://www.rivaliq.com/blog/social-media-industry- benchmark-report/
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence. Journal of Marketing, 83(4), 1–20. https://doi-org.ezproxy.snhu.edu/10.1177/0022242919841034
Zote, J. (2021, March 31). How to schedule tweets and drive better engagement. Retrieved November 15, 2021, from https://sproutsocial.com/insights/how-to-schedule-tweets/
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