A very small percentage of content actually goes ‘viral’.
Everyone insists on creating content that readers will automatically want to share with others. But hey, it doesn’t happen that way.
It “helps” when you’re a personality wielding some online authority but still, any post going “viral” seems like a distant dream.
Why does this happen?
Thales Texeira is a professor of marketing at Harvard University. He did a very detailed study on online content sharing and virality of advertising videos and found that of the total advertising video content created, only 0.1% go viral!
Are you serious? You might ask.
Yes, I am and so is the Harvard professor. The finding means,
“…professional advertisers have a one in one thousand chance of going viral and that percentage is static. In other words, the bandwidth for content consumption is fixed.”
Now remember all those pages you read about how video content is better than written content in engaging visitors. If the success rate of videos are so less, what about the written content?
Of course, drawing a conclusion upon blog content virality on the basis of this study would be a stretch but it highlights two things:
- audience consumption needs have changed in the last decade &
- audience wants newer methods of engagement.
The Powerful Tip
* The only way to compel readers help make your blog content enjoy virality is to DIRECTLY ASK them to share it.*
No, I am not talking about placing the social media share buttons and assuming the blog visitor will automatically use them. It is an assumption and most often, it isn’t fulfilled. Isn’t it?
So, how exactly are you going to ask readers to share it? How exactly are we going to compel them to share it? Keep in mind that your content should be excellently informational and useful to the reader.
There are many ways to go about it but the one way I follow is the use content locking software / plugins such as this free plugin.
What purposes does this feature achieve?
- You’re giving out this message – “Hey, I know you like this content and if you want to read more, just share it and help spread the word without spending a dime”. You are compelling the reader to engage with the post.
Note: If you have good traffic on the page with content locker installed but still you see no shares, it shows you need to work on the content value.
- You’re compelling the reader to acknowledge the value of the post.
- You’re compelling the reader to take action.
…that’s it. Try it.
What do you think? Let’s discuss below.