Sharing online information is now a part of everyday life, and the majority of Internet users share online content with others. Since interpersonal communication affects attitudes and decision-making, one of the secrets behind cultivating a successful global brand lies in your ability to harness the power of viral marketing. As a result, understanding what makes content go viral can go a long way towards helping your message get the attention it deserves.
In an angelinvestmentnetwork.com infographic article, Why Does Content Go Viral and What Drives Us to Share it?, author Mike Lebus writes that successful viral marketing relies on content that is worthy of being shared, and shared widely enough to reap the benefits of the online social networking sites on which it is disseminated.
The ability of viral content to generate widespread notoriety, acceptance and exposure hinges on its ability to touch the emotions of those who receive it. Viral content that is humorous, incredible or unbelievable, emotional, agreeable, evocative, dramatic, embarrassing, and/or provocative is most likely to be shared online.
One of the most recent and best-known examples of utilizing viral content to become an overnight global brand involves former Heisman Trophy recipient and Denver Broncos quarterback, Tim Tebow. Being authentic, true and loyal to his values and beliefs has helped Tebow to overcome sub-par performance assessments by football analysts, play with the skill of a veteran quarterback and amass a huge viral following. His overtime touchdown against the Steelers this season has earned him a record-setting 9,420 tweets per second; the most tweets ever from a U.S. event.
Furthermore, Tebow’s name and John 3:16, Tebow’s favorite Biblical verse, skyrocketed to the top of Google’s trending searches. And, of course, there’s ‘Tebowing’, that hugely popular global trend named after him. Defined by tebowing.com as “to get down on a knee and start praying, even if everyone else around you is doing something completely different,” Tebowing spread virally throughout the season. While you may never become a ‘Tebow’, you can still use viral marketing to create a global brand and score a ‘touchdown’ with your global market in the process!