Attention is the new gold of modern times, and people want to cash in on the Gold Rush by getting as many followers, likes, subscribers, readers, fans, conversions, etc. as possible. Cha-ching!
But many – including the guy with the toy-poodle-riding-a-skateboard video that only got six views – would say that a viral hit is difficult to plan and nearly impossible to replicate. But what if we told you it is possible?
We’ve gathered the latest neuroscience and marketing research to determine what makes content go viral. It’s not an exact science, but the top viral videos, articles, and images all share similar characteristics.
Key points:
Characteristics of a viral video
Aristotle’s three traits of persuasive ideas
Top 10 emotions linked with viral images
Subjective liking activates regions in the brain associated with establishing value
How to make your voice heard
Latest trends in video content and consumption
What Gets People’s Attention?
That’s the billion-dollar question. Everyone from Aristotle to neuroscientists and marketers has come up with theories. And while there is a growing body of research on the topic, going viral is more of an art than a science.
Viral Videos That Broke the Internet
Keyboard Cat
The first stars of the internet were cute animals, including the most famous feline – Keyboard Cat. Since Fatso’s keyboard-playing debut in 2007, the video has reached 70 million views and was ranked No. 2 on Current TV’s list of 50 Greatest Viral Videos.
Awkwafina – My Vag
In 2012, aspiring rapper Nora Lum, now known professionally as Awkwafina, posted her hilarious AF music video My Vag, which now has 7.5 million views. Shortly after, she was fired from her office job and then given the keys to the Hollywood kingdom. Along with a consistent run of movies and TV shows, Awkwafina’s latest series Nora From Queens, is based on her early days before she broke the internet.
Aristotle and the Art of Persuasion
When Aristotle was hanging out in the coliseum in a toga and flip-flops, he didn’t have the internet and social media to ponder and consider. Even so, his three traits of persuasive ideas from 350 B.C. remain relevant in the wild and wacky, anything-goes spirit of the modern age.
To master the art of persuasion, ideas must be credible (pathos), elicit emotion (ethos), and make sense (logos). These ideas are from ancient times but chances are, the last article or video you shared on social media or texted someone had at least one of these characteristics.
The Science of Viral Content
Philosophers have been grappling with these questions for millennia, but in the last few years, neuroscientists have just begun to understand the neurological underpinnings of people’s irrational obsession with silly cat videos and other trending content.
One study suggests that brain activity can predict whether or not something will become trendy. Stanford neuro-economist Gregory Berns found that subjective liking is associated with greater brain activation in regions that encode value in the brain.
While this research is promising, the most practical insights for marketers and influencers don’t come from brain scans but from analyzing the most popular trending content.
Characteristics of a Viral Video
Based on a recent video marketing report, less is more when it comes to trending content. After analyzing thousands of viral videos, number crunchers found that the ones most viewed and shared had these characteristics:
Short titles: 3 words or less
Short run time: 3 minutes or less
Captures attention in the first few seconds
Relatable content
High production quality
Talent
How To Capture People’s Attention
Here’s a hint – make them laugh, cry, or scream. The latest research points to viral content and its link to strong emotions involving arousal and dominance.
“If you want to tell people the truth, make them laugh, otherwise they’ll kill you.” Oscar Wilde
Going deeper into these particular emotions, the popular and most shareable content elicited high-arousal emotions like anger and laughter. The other type is high dominance, which is characterized by having more control over feelings.
Jonah Berger and Katherine Milkman, marketing professors at the University of Pennsylvania’s Wharton School, analyzed nearly 7,000 of the most viewed and shared articles. They found two notable features that predicted their success: how positive it was and how much it excited the reader.
In another study, similar patterns emerged when they presented college students with content. Positive and amusing stories were shared more frequently, as well as stories with a more anger-inducing angle compared to moderate ones on the same topic.
Top 10 Emotions Elicited from Viral Images
Market researchers at Fractal took this research a step further and analyzed the top viral images on Reddit, a hotbed for trending content. They found the top 10 emotional responses that were elicited from viral posts:
Happiness
Surprise
Admiration
Satisfaction
Hope
Love
Happiness for
Concentration
Pride
Gratitude
How to Make your Voice Heard
Be Consistent
Here in the United States of Amnesia, the popular viral sensations among the cool kids will be so last semester in just a few months. It will be quickly forgotten and replaced by the latest viral supernova. Squirrel! That’s why experts recommend being consistent to increase your chances of going viral.
Jonah Berger, author of Contagious: Why Things Catch On, points out that consistency is key. To cash in on the gold rush of the internet age, it’s crucial to find your sweet spot with irresistible, highly shareable content that meets the viral checklist. Then rinse and repeat with regular posting, uploading, and sharing. As he explains, “I see it as a batting average. No one is going to hit a home run every time, but if you understand the science of hitting, your batting average goes up.”
Be Honest and Authentic
According to a Forbes report on video trends, a staggering 92% of users said they trust organic user-generated content (UGC) over traditional advertising and glossy, manicured posts. After the you-know-what of 2020, marketing researchers found that users are more interested in practical, real-world content that could improve their lives or offer memorable entertainment. Consequently, highly manipulated, aspirational content is out and honest, relatable is in.
The holy grail for marketers, the winning lottery ticket for internet fame, and a fascinating area of research, learning how to go viral is one of the most important things you can master.
Remember: it’s like gambling at the casino. Anything is possible, but don’t expect to win big the first time you ante up. The more you hedge your bets on honest and engaging content, the more chances you have at winning the internet jackpot.
