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creating viral content for social media: secrets to success

We've all been there – you just want to scroll through your feed for 10 minutes, but social media sucks you in, and those few minutes turn into a couple of hours. Brands use content marketing in SMM to attract audiences to their social media platforms by generating viral content that captures users' attention.

Popular content on social media spreads rapidly among users and goes viral. If new users start visiting your blog, it means they saw your content in the recommendations, which received a lot of views, likes, comments, and shares. A viral effect in an advertising campaign is achieved with a coefficient above one.

This means that each user who sees the content attracts more than one new user, ensuring its spread and increasing popularity. It's important to understand that this isn't a lucky coincidence – «maybe it'll go viral» – but rather the result of careful planning and understanding your audience, which is engaged through emotions. Let's explore how to create viral content on social media.

How to create viral content that evokes emotions?

Content that people like evokes emotions. This triggers the impulse to share it. So let's create the desired mood: content can be fun, touching, informative, or thought-provoking.

Here are steps to help make your content emotional:

— Formulate the audience's problem or question that you're going to address.

— Choose a topic that reflects your brand's values and resonates with your target audience.

— Use the «hero's journey» technique: embed a story with a climax and resolution in your video or text. You can read more about storytelling mechanics in the article: «Basic story plots in storytelling: the key to powerful marketing narratives».

— Incorporate specific emotions that will evoke the desired reaction from your audience.

— Negative content often receives fewer responses than positive content, so generate positive content.

— Share internal processes that are happening in the company: product development, winning an award, or participation in an exhibition.

— Showcase your charitable work, creating kind and emotional content about your contributions.

It’s worth noting that harsh, manipulative methods are no longer encouraged in marketing. Consumers want to feel cared for, not pressured or have their feelings exploited. Viral marketing strategies are now focused on creating unique and memorable content ideas for social media that evoke a strong emotional response, but also provide value to the consumer.

How to use trends to create relevant content?

Trends are an excellent tool that can help you generate a variety of content more quickly. But it's important to remember the «golden rule» of SMM marketing: adapt the idea to your audience and your brand's Tone of Voice. Uniqueness is a critical characteristic when creating a viral video. Copying a trend without infusing it with meaning and without connecting it to your brand's mission and values is a failed approach. Such content will look inorganic and create contradictions in the audience.

Here are some techniques that can help you create viral content using trends:

— Monitoring. Look for trending content on social media and brainstorm new concepts and interpretations that are relevant to your business and audience.

— Platforms. Increase the number of touchpoints with your audience by posting content on different platforms, adapting it to the format and presentation style of each platform.

— Visuals. Make your content visually clear so that your audience has no questions after watching. Create videos and photos that reflect a professional approach to content creation.

— UGC. This is a popular technique on social media where users create reviews and share feedback about a brand's products or services. These videos convey emotions and reactions from the experience of using a product.

— Aesthetics. A trend focused on conveying a particular mood and atmosphere of a brand. Such videos don't contain a deep message, but immerse the consumer in the company's aesthetics.

— Humor. Funny moments are worth sharing, so humor is timeless and always relevant for any generation.

— Music and Sounds. Content has become popular simply because of the music or sounds that become recognizable.

— Expert Content. Create materials that showcase your company's expertise in its field and provide value to your audience. It’s important to vary formats so as not to overwhelm the audience.

— Cinematography. Use scenes from popular movies and adapt them to your video script or post text. Consumers will pause on this content because they will see a familiar plot and their favorite characters.

— Video Effects. Think of yourselves as cameramen and directors. Create storyboards and incorporate various video effects that will make the video lively and dynamic.

Brands also create captivating videos, skillfully implement current events and storytelling, and use a «forbidden» trick – creating content with cute pets. The main thing is to interpret trends to create content for SMM that is tailored to your brand's characteristics. As an example of viral content, we can look at the Russian brand Gold Apple.

Using situational marketing, cosmetic brand created a Halloween video incorporating several trends.

— Mysterious music that is clearly associated with the holiday.

— The video featured company employees, and consumers are always curious about the inner workings of brands.

— One of the video's stars was a puppy dressed as a boss, which evoked amusement and emotion.

— Some of the employees showcased their costumes inspired by movies, cartoons, and TV series. The video included scenes inspired by Scooby-Doo and American Psycho.

This video, by using trending ideas, helped boost our metrics.

Creating viral content is well-developed in the restaurant business. For example, reviews of menus and interiors. Genuine impressions from tastings and the atmosphere of an establishment evoke emotions in the audience, leading to a desire to visit the restaurant and try the dishes.

It's important to remember the importance of a personalized approach and to focus on your audience. Mindlessly copying means not understanding the brand's uniqueness and failing to convey its value to consumers.

How to encourage the audience to share and discuss?

Branding agencies are not only involved in creating content for SMM, but also in developing methods that encourage audience feedback: views, shares, comments, and likes. These metrics are used to measure the virality of content.

Use engagement tools:

— Questions and Polls. Ask questions and conduct interactive activities, encouraging people to share their opinions.

— Contests and Giveaways. Offer valuable prizes for likes, shares, and comments to increase engagement.

— Chatbots. Use chatbots to interact with your audience, answer questions, run contests, and notify them about promotions launched by the brand.

— Live Streams. Conduct live streams with real-time dialogue, allowing people to see the brand «behind the scenes» and understand what matters to consumers.

Create a sense of community:

— Build a Community. Unite people around your brand and foster connections between them.

— Host Online Events. Organize webinars, contests, and online meetings to get closer to your audience.

— Respond to Comments and Messages. Show genuine interest in your audience's opinions by interacting with them in comments and private messages.

The «Share a Coke» viral campaign by Coca-Cola is a great example of content that focused on personalization and a call to share photos of the drink with friends on social media.

Viral content is not just about luck; it’s about the comprehensive development of strategies to solve business problems: attracting and developing a loyal audience, increasing brand awareness, and boosting sales. This involves a deep analysis of the audience, an understanding of their preferences and desires, formulating hypotheses and testing, and experimenting with content. Avoid copying other people's ideas. Create unique content and plan its SMM promotion, ensuring it reflects your brand identity and values.

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Privacy Policy

1. An overview of data protection

 

General

The following gives a simple overview of what happens to your personal information when you visit our website. Personal information is any data with which you could be personally identified. Detailed information on the subject of data protection can be found in our privacy policy found below.

Data collection on our website

Who is responsible for the data collection on this website? The data collected on this website are processed by the website operator. The operator’s contact details can be found in the website’s required legal notice.

How do we collect your data?

Some data are collected when you provide it to us. This could, for example, be data you enter on a contact form.

Other data are collected automatically by our IT systems when you visit the website. These data are primarily technical data such as the browser and operating system you are using or when you accessed the page. These data are collected automatically as soon as you enter our website.

What do we use your data for?

Part of the data is collected to ensure the proper functioning of the website. Other data can be used to analyze how visitors use the site.

What rights do you have regarding your data?

You always have the right to request information about your stored data, its origin, its recipients, and the purpose of its collection at no charge. You also have the right to request that it be corrected, blocked, or deleted. You can contact us at any time using the address given in the legal notice if you have further questions about the issue of privacy and data protection. You may also, of course, file a complaint with the competent regulatory authorities.

Analytics and third-party tools

When visiting our website, statistical analyses may be made of your surfing behavior. This happens primarily using cookies and analytics. The analysis of your surfing behavior is usually anonymous, i.e. we will not be able to identify you from this data. You can object to this analysis or prevent it by not using certain tools. Detailed information can be found in the following privacy policy.

You can object to this analysis. We will inform you below about how to exercise your options in this regard.

2. General information and mandatory information

 

Data protection

The operators of this website take the protection of your personal data very seriously. We treat your personal data as confidential and in accordance with the statutory data protection regulations and this privacy policy.

If you use this website, various pieces of personal data will be collected. Personal information is any data with which you could be personally identified. This privacy policy explains what information we collect and what we use it for. It also explains how and for what purpose this happens.

Please note that data transmitted via the internet (e.g. via email communication) may be subject to security breaches. Complete protection of your data from third-party access is not possible.

Notice concerning the party responsible for this website
The party responsible for processing data on this website is:

ICU CO., LTD.
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

The responsible party is the natural or legal person who alone or jointly with others decides on the purposes and means of processing personal data (names, email addresses, etc.).

Revocation of your consent to the processing of your data

Many data processing operations are only possible with your express consent. You may revoke your consent at any time with future effect. An informal email making this request is sufficient. The data processed before we receive your request may still be legally processed.

SSL or TLS encryption

This site uses SSL or TLS encryption for security reasons and for the protection of the transmission of confidential content, such as the inquiries you send to us as the site operator. You can recognize an encrypted connection in your browser’s address line when it changes from “http://” to “https://” and the lock icon is displayed in your browser’s address bar.

If SSL or TLS encryption is activated, the data you transfer to us cannot be read by third parties.

Information, blocking, deletion

As permitted by law, you have the right to be provided at any time with information free of charge about any of your personal data that is stored as well as its origin, the recipient and the purpose for which it has been processed. You also have the right to have this data corrected, blocked or deleted. You can contact us at any time using the address given in our legal notice if you have further questions on the topic of personal data.

Opposition to promotional emails

We hereby expressly prohibit the use of contact data published in the context of website legal notice requirements with regard to sending promotional and informational materials not expressly requested. The website operator reserves the right to take specific legal action if unsolicited advertising material, such as email spam, is received.

3. Data protection officer

 

Statutory data protection officer

We have appointed a data protection officer for our company.

Alexander Rusin
ICU CO., LTD.
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

4. Data collection on our website

 

Cookies

Some of our web pages use cookies. Cookies do not harm your computer and do not contain any viruses. Cookies help make our website more user-friendly, efficient, and secure. Cookies are small text files that are stored on your computer and saved by your browser.

Most of the cookies we use are so-called “session cookies.” They are automatically deleted after your visit. Other cookies remain in your device’s memory until you delete them. These cookies make it possible to recognize your browser when you next visit the site.

You can configure your browser to inform you about the use of cookies so that you can decide on a case-by-case basis whether to accept or reject a cookie. Alternatively, your browser can be configured to automatically accept cookies under certain conditions or to always reject them, or to automatically delete cookies when closing your browser. Disabling cookies may limit the functionality of this website.

Cookies which are necessary to allow electronic communications or to provide certain functions you wish to use (such as the shopping cart) are stored pursuant to Art. 6 paragraph 1, letter f of DSGVO. The website operator has a legitimate interest in the storage of cookies to ensure an optimized service provided free of technical errors. If other cookies (such as those used to analyze your surfing behavior) are also stored, they will be treated separately in this privacy policy.

Server log files

The website provider automatically collects and stores information that your browser automatically transmits to us in “server log files”. These are:

Browser type and browser version
Operating system used
Referrer URL
Host name of the accessing computer
Time of the server request
IP address
These data will not be combined with data from other sources.

The basis for data processing is Art. 6 (1) (b) DSGVO, which allows the processing of data to fulfill a contract or for measures preliminary to a contract.

5. Analytics and advertising

 

Google Analytics

This website uses Google Analytics, a web analytics service. It is operated by Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA.

Google Analytics uses so-called “cookies”. These are text files that are stored on your computer and that allow an analysis of the use of the website by you. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there.

Google Analytics cookies are stored based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing user behavior to optimize both its website and its advertising.

IP anonymization

We have activated the IP anonymization feature on this website. Your IP address will be shortened by Google within the European Union or other parties to the Agreement on the European Economic Area prior to transmission to the United States. Only in exceptional cases is the full IP address sent to a Google server in the US and shortened there. Google will use this information on behalf of the operator of this website to evaluate your use of the website, to compile reports on website activity, and to provide other services regarding website activity and Internet usage for the website operator. The IP address transmitted by your browser as part of Google Analytics will not be merged with any other data held by Google.

Browser plugin

You can prevent these cookies being stored by selecting the appropriate settings in your browser. However, we wish to point out that doing so may mean you will not be able to enjoy the full functionality of this website. You can also prevent the data generated by cookies about your use of the website (incl. your IP address) from being passed to Google, and the processing of these data by Google, by downloading and installing the browser plugin available at the following link: https://tools.google.com/dlpage/gaoptout?hl=en.

Objecting to the collection of data

You can prevent the collection of your data by Google Analytics by clicking on the following link. An opt-out cookie will be set to prevent your data from being collected on future visits to this site: Disable Google Analytics.

For more information about how Google Analytics handles user data, see Google’s privacy policy: support.google.com

Outsourced data processing

We have entered into an agreement with Google for the outsourcing of our data processing and fully implement the strict requirements of the German data protection authorities when using Google Analytics.

Demographic data collection by Google Analytics

This website uses Google Analytics’ demographic features. This allows reports to be generated containing statements about the age, gender, and interests of site visitors. This data comes from interest-based advertising from Google and third-party visitor data. This collected data cannot be attributed to any specific individual person. You can disable this feature at any time by adjusting the ads settings in your Google account or you can forbid the collection of your data by Google Analytics as described in the section “Refusal of data collection”.

Google Analytics Remarketing

Our websites use the features of Google Analytics Remarketing combined with the cross-device capabilities of Google AdWords and DoubleClick. This service is provided by Google Inc., 1600 Amphitheater Parkway, Mountain View, CA 94043, USA.

This feature makes it possible to link target audiences for promotional marketing created with Google Analytics Remarketing to the cross-device capabilities of Google AdWords and Google DoubleClick. This allows advertising to be displayed based on your personal interests, identified based on your previous usage and surfing behavior on one device (e.g. your mobile phone), on other devices (such as a tablet or computer).

Once you have given your consent, Google will associate your web and app browsing history with your Google Account for this purpose. That way, any device that signs in to your Google Account can use the same personalized promotional messaging.

To support this feature, Google Analytics collects Google-authenticated IDs of users that are temporarily linked to our Google Analytics data to define and create audiences for cross-device ad promotion.

You can permanently opt out of cross-device remarketing/targeting by turning off personalized advertising in your Google Account; follow this link: https://www.google.com/settings/ads/onweb/?hl=en.

The aggregation of the data collected in your Google Account data is based solely on your consent, which you may give or withdraw from Google per Art. 6 (1) (a) DSGVO. For data collection operations not merged into your Google Account (for example, because you do not have a Google Account or have objected to the merge), the collection of data is based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing anonymous user behavior for promotional purposes.

For more information and the Google Privacy Policy, go to: https://www.google.com/policies/technologies/ads/.

6. Newsletter

 

Newsletter data

If you would like to receive our newsletter, we require a valid email address as well as information that allows us to verify that you are the owner of the specified email address and that you agree to receive this newsletter. No additional data is collected or is only collected on a voluntary basis. We only use this data to send the requested information and do not pass it on to third parties.

We will, therefore, process any data you enter onto the contact form only with your consent per Art. 6 (1) (a) DSGVO. You can revoke consent to the storage of your data and email address as well as their use for sending the newsletter at any time, e.g. through the “unsubscribe” link in the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted. Data we have stored for other purposes (e.g. email addresses for the members area) remain unaffected.

Data processing is based on Art. 6 (1) (a) DSGVO. You may revoke your consent at any time by unsubscribing to the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted from our servers. Data we have stored for other purposes remains unaffected.

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