Viral content is a term that is attached to a content or idea where the content is spread by sharing from one person to another.
Because using Facebook media, viral is meant here is widely spread on Facebook.
So how does viral content work, so to find out more about what viral content is, let’s look at the following explanation.
What determines whether a content is called viral or potentially viral is not the number of likes, comments, or shares.
Like, comment, or share is very relative depending on the reach of the content. While reach is also very dependent on Facebook’s own algorithm.
Fanspage with a very large number of fans, of course, it will be easy to get the number of interactions in each post because the organic reach is also large.
So what determines whether a piece of content is viral or has the potential to go viral?
Viral or potentially viral content is determined based on the ratio or comparison of the number of likes and shares.
A post has the potential to go viral if the ratio of likes and shares is 20% or more.
- Post A: 1000 likes, 200 shares -> viral potential.
- Post B: 1000 likes, 1000 shares -> viral
- Post C: 1000 likes, 2000 shares -> really viral
- A professor named Jonah Berger, analyzed 10,000 content and found there are 6 keys why content can go viral.
He calls it 6 key STEPPS. This analysis proves that content on social media can go viral not by chance. Viral can be created.
These 6 keys are explained in full in his book entitled Contagious: Why Things Catch On. The 6 keys are:
S = Social currency
T = Trigger
E = Emotion
P = Public
P = Practical value
S = Story
Of the 6 factors that can be searched and found on Facebook are Emotion and Story.
It is almost certain that someone is sharing because of his emotions.
They are affected when viewing or reading content on Facebook. Thoughts that have been mixed with emotions influence them to take action right away. Concern, provoke them to share. So the principle is “When We Care, We Share”.
There are 2 types of emotions, namely positive and negative.
Share because of positive emotions
Barcelona fans, when they see their champion winning the league, their feelings are great and they will share the news of their champion’s victory and don’t stop talking about the topic.
Share because of negative emotions
People who have a nationalist spirit, when they read and hear the government’s bad policies, they will feel angry. Then they share the content, and keep talking about the topic.
So both positive content and negative content both have the potential to become viral content.
But the most important thing is not the type of emotion but the level of emotion that distinguishes a piece of content that can go viral.
The higher the level of emotion involved, the higher the desire for people to share. Still curious about what viral content is?