Ok, I admit it, I can’t tell you exactly how to go viral.
If I could, I would probably keep it to myself, and at least be a multi billionaire.
But! After going viral again last week, I can offer some useful tips about how to maximise your chances of having a hit with your social media posts.
Experience tells me there are five points to consider:
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Choose a subject people want to talk about
In my BBC days, before the coming of social media, there was one story which would guarantee an audience reaction:
- The debate about banning fox hunting.
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Why did it stir up the audience so much?
Because pretty much everyone had an opinion, and a straightforward one, for or against...
Which - critically - they were very keen to share.
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So, choose a topic that people want to contribute to, and you’re more likely to get a reaction.
And the more reactions in terms of comments, likes, dislikes, shares…
The more likely your post will spread far and wide across the internet.
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It’s sad but true, that controversy works.
Which is why so many news and political posts get such traction.
Not to mention the more outrageous ones.
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But if, like me, you’re not into trying to be provocative or divisive…
You can still find topics to discuss which prompt a reaction.
My latest was how people begin emails, and as you can see, it certainly got a debate going - without becoming toxic, happily.
Here's the post, if you want to see all the reactions and comments.
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Include visuals
Videos and pictures often go viral, either because they’re amusing, interesting, or simply silly.
But equally, they don’t have to be that way.
They can simply be cute, endearing, or enjoyable.
Or just massively out of the ordinary.
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Which brings me to the first time I went viral, with a certain Twitter/X post about a group of schoolboys in Devon…
Who wore skirts to school in hot weather as a protest at not being allowed to wear shorts.
The lesson being that, whatever you post, always include visuals.
The internet is, of course, a highly visual medium.
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Brevity and simplicity
Modern life is busy, and competition for attention online is particularly ferocious.
That means you have to have a clear and simple message which can land with a scroller in just a few seconds.
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See how my skirts tweet was just one sentence?
And my email LinkedIn post only a few.
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Neither used big words, or convoluted sentences.
So never forget, in all communication, but particularly online…
- Simple isn’t stupid. Simple is smart.
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Call to action
Although only a very few insiders know how the social media algorithms work, it’s clear and logical that…
The more engagement a post gets, the further it spreads.
Which means a call to action can help you get traction.
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My experience says making this more subtle means it's more effective.
Not just simply saying:
- What do you think? Let me know in the comments.
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You’ll see from my LinkedIn post that I did include a call to action, but in a more gentle manner.
And it seemed to work all the better for that.
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Other factors
There’s a lot of research about the best times to post on the various platforms.
On top of that, there are hashtags, links, and tagging people/organisations to consider.
All of which can help in terms of increasing the probability of your post picking up momentum.
Whichever platforms you target, it’s worth reading up on the research.
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But I would also say:
- Do your own thinking.
I never trust everything I read online. Far from it!
Whereas you know exactly how much you can trust your own research.
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Experiment with the times you post, the content you include, and any other factors which might be important.
That can all give you an edge in growing your audience.
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Finally, importantly, and sadly…
A lot of going viral comes down simply to luck.
Who has seen your post, who has reacted to it, whether it’s struck a mood, and so many other factors.
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You can spend an awful lot of time trying to break the internet with your brilliance.
But there’s an alternative world out there as well, which I believe is called reality.
And fun though online games may be, I tend to find that place known as the real world is far more fulfilling.
