In the age of social media, creating viral content has become the holy grail for marketers, brands, and influencers. But what makes content go viral? And more importantly, how can you create content that not only grabs attention but also sparks engagement and inspires shares?

Viral content is all about creating something that resonates deeply with people. It evokes emotions, tells compelling stories, and taps into a universal truth or experience. It’s content that people feel compelled to share with their friends, family, and followers. The more they share, the wider the reach, and the more potential your content has to gain viral momentum. But crafting viral content isn’t as simple as throwing together a catchy video or meme—it takes strategy, creativity, and an understanding of your audience.

In this article, we’ll explore how to generate viral content ideas, the steps involved in creating shareable content, and why you need to raise emotions, not just awareness. We’ll also dive into famous brand examples, both successful and unsuccessful, to understand the dynamics of viral marketing.

Viral Content Ideas come from STEPS Strategy

Creating viral content is not just about being lucky. It’s about following a strategy that aligns with your brand and audience. One of the most effective strategies for viral content creation is the STEPS framework:

1. Storytelling: Engage Through Compelling Narratives

The backbone of any viral content is storytelling. Humans are hardwired for stories—we connect with them emotionally. To make your content resonate, frame it around a narrative that’s compelling, relatable, and authentic. Your story should evoke an emotional reaction, whether it’s laughter, inspiration, or empathy.

Example: The “Share a Coke” campaign by Coca-Cola is a brilliant example of storytelling done right. By personalizing bottles with common names, Coca-Cola created a sense of intimacy and connection with consumers. People shared their experiences on social media, showing off bottles with their names on them, and that personal connection made the campaign go viral.

2. Trigger Emotions: Content that Moves People

One of the most powerful ingredients in viral content is emotion. Whether it’s humor, awe, surprise, or even anger, content that taps into strong emotions gets shared more often. Emotional content is relatable, memorable, and makes people feel something deep enough to want to share it.

Example: Think of Dove’s Real Beauty Sketches campaign, which went viral due to its emotional appeal. The campaign showed women describing themselves to a forensic artist, only to reveal that the artist’s interpretation was often different (and more beautiful) than how the women saw themselves. It resonated deeply with audiences, evoking feelings of self-acceptance and confidence, making it one of the most shared and talked-about campaigns of all time.

3. Engage with the Audience: Create Interactive Experiences

Viral content isn’t just one-way communication. You need to create opportunities for your audience to engage. Ask questions, encourage comments, or create content that inspires people to take action. This could be anything from a call to action in the post to creating polls or even hosting giveaways.

Example: ALS Ice Bucket Challenge is a perfect case of audience engagement. People participated in a viral challenge where they dumped ice-cold water over their heads to raise awareness and funds for ALS. The challenge not only engaged participants but also encouraged them to nominate others to do the same, sparking exponential growth.

4. Promote Shareability: Make It Easy to Share

If your content isn’t easy to share, it’s not going viral. Make sure that your content is easily shareable across platforms. Include social sharing buttons, and keep the content bite-sized and visually appealing, whether it’s a meme, a GIF, or a short video.

Example: The “Chewbacca Mom” video on Facebook went viral not just because it was funny, but because it was shareable. Candace Payne’s infectious laughter while wearing a Chewbacca mask made it easy for people to share and comment on, sparking a viral sensation. The ease of sharing on Facebook ensured that millions saw it, with the video reaching over 170 million views within a short time.

5. Simplicity: Keep It Short and Sweet

Viral content is often simple. It doesn’t require long-winded explanations or complex concepts—just a clear message or emotion that resonates with viewers. Whether it’s a meme, a video, or a social media post, simplicity is key.

Example: Old Spice’s “The Man Your Man Could Smell Like” campaign is a great example of simplicity. The ad is a 30-second, fast-paced video with a humorous and straightforward message. Its catchy lines and over-the-top humor made it easy to share and quickly propelled it into viral territory.

Key Elements to Raise Emotions and Drive Shares

When it comes to viral marketing, evoking emotions is critical. But what emotions should you aim for? Here are the key emotional triggers that drive shares:

1. Humor: People love to share content that makes them laugh. Funny, lighthearted content is the most shareable, especially when it’s relevant to your brand.
2. Inspiration: Content that motivates, uplifts, or encourages action tends to get shared, especially when it resonates with the viewer’s personal journey.
3. Awe or Wonder: Content that amazes people, whether through surprise, beauty, or ingenuity, often gets shared because it gives people a feeling of “Wow, you need to see this!”
4. Nostalgia: Content that taps into personal memories or collective cultural moments evokes powerful feelings of nostalgia, prompting people to share it with their friends.
5. Controversy or Shock Value: Sometimes, pushing the boundaries or creating content that sparks debate can go viral, but tread carefully—this can backfire if it’s not done right.

Brand Examples: Success and Failure in Viral Content

The Pepsi Ad Debacle: A Viral Campaign Gone Wrong

Not all viral campaigns are a success. One infamous example is Pepsi’s 2017 ad featuring Kendall Jenner. The ad attempted to tap into social justice movements, featuring Jenner handing a police officer a can of Pepsi during a protest. The ad was widely criticized for trivializing serious social issues and was pulled after public backlash. It serves as a cautionary tale that viral content needs to be sensitive to cultural and societal contexts. The lesson here? Always be mindful of your audience and the message you’re sending.

Coca-Cola’s Halloween Campaign Targeting Pepsi

In a more playful (and successful) example, Coca-Cola ran a Halloween campaign where they targeted Pepsi by launching a “ghost” Coke flavor and a cheeky advertisement that poked fun at Pepsi’s “Peppermint” soda. This campaign was light-hearted and tapped into the Halloween spirit, successfully creating buzz while still being on-brand. The playful nature of the campaign was widely shared, driving engagement and creating a memorable moment in the competitive soft drink market.

Data Analysis: How to Measure the Success of Your Viral Content

To know if your viral content is truly effective, you need to track its performance. Here’s how to analyze the success:

1. Engagement Metrics: Look at likes, shares, comments, and click-through rates. High engagement indicates that people are connecting with and sharing your content.
2. Reach: How many people saw your content? Viral content has an extended reach beyond your followers.
3. Conversion Rate: Did your content lead to the desired action, such as sign-ups, purchases, or downloads?
4. Sentiment Analysis: Track the sentiment of the comments and discussions around your content. Positive sentiment often correlates with long-term brand loyalty.

The Importance of Asking a Pro

While it might seem like anyone can create viral content, the reality is that crafting content that resonates deeply with your audience and has the potential to go viral requires expertise. You need to understand the nuances of your audience, the right emotional triggers, and the technical side of SEO and social media algorithms. Hiring a pro or working with an experienced content strategist can help you avoid costly mistakes and optimize your content for the best chance of success.

The Danger of Going Viral Without a Strategy

Going viral might seem like a marketer’s dream, but it can also be dangerous without a solid strategy in place. A viral moment can quickly spiral out of control if the message isn’t carefully crafted, and the response from your audience is negative. Always align your viral content with your brand values and the interests of your audience.

Creating viral content isn’t just about luck—it’s about strategy, creativity, and emotional resonance. By following the STEPS framework, understanding emotional triggers, and learning from the successes and failures of other brands, you can craft content that has the potential to go viral. But remember, you need to engage your audience thoughtfully, measure your performance, and, most importantly, stay true to your brand’s values. If done right, your content can not only go viral but also create lasting brand impact.

Don’t Risk It: Let’s Create Viral Content That Works for Your Brand

Ready to create content that grabs attention, sparks conversation, and drives real results? Going viral can be incredibly rewarding, but it’s also a high-risk game if not approached with care. One wrong move, and your campaign could backfire, damaging your brand instead of elevating it, not to mention using all the time and money.

If you’re serious about harnessing the power of viral marketing without the pitfalls, you need an expert by your side. Crafting content that resonates, evokes emotions, and meets your audience where they’re at takes skill and strategy. Don’t leave your brand’s success to chance—let’s work together to create viral campaigns that not only go viral but also elevate your business and protect your reputation.

Contact PiTech today to start creating viral content that brings results and keeps your brand safe!