Brands have become obsessed, in recent times, with making the messages they launch viral. The explanation for this obsession and this stubbornness on the subject has a fairly simple explanation. Blame it on the internet. The network has made brands have to launch to create content and, of course, every company wants the content they launch to reach potential recipients. Nobody writes so that nobody reads it and nobody starts to create videos and more videos so that in the end nobody sees them.

Added to this is the success of certain contents that have reached viral status. When you see the billions of views that Gangnam Style accumulates (2,447,783,394, which were the ones it had the last time we  Finland WhatsApp Number List checked it, and which also continues to generate comments) or the 830,772,777 of Charlie bit my finger (the video about a baby who bites his brother’s finger), you can understand how companies are blind to the idea of ​​going viral and making their messages accumulate millions and millions of views and therefore reach millions and millions of recipients . The ‘make me a viral’ is a request that, to their possible misfortune and despair, many campaign officials have had to listen to.

Virals are a deceptive item, too, since they are not what they appear to be. When a head of a brand sees content like the aforementioned video about a child who bites his brother’s finger, recorded with low resolution and uploaded, it could almost be said that in any way on the internet, he may think that to make a viral no it takes a lot. It is content that does not seem to cost a lot in terms of investment and that, nevertheless, achieves great results in terms of amortization. For “four hard” it seems that you can reach millions of people.

That approach is a complete mistake. In the first place, being viral is not at all easy and the videos that reach millions of people (such as the articles, photos or graphic compositions that circulate on Tumblr and social networks) are only a sample of a quantity much larger content. They are just a button: there are millions of videos that could not go from being just one more in the tide. Second, to think that going viral doesn’t involve work is a highly unrealistic belief. Asking the campaign manager to create a viral, and to do it practically by snapping his fingers, is overly optimistic.

Luck is not everything ,The first point to keep in mind is that content does not go viral just thanks to luck. Actually, to do a viral campaign you have to do a previous job similar to that done with any campaign. You have to study the market, you have to analyze the target audience and you have to work to create an attractive message.

Brands have to calmly study which platform they want to use to launch content, since although it may seem that everything on the internet is the same, the truth is that not everything works on the same platforms. The contents that succeed in one social network do not do so in another. Thus, on Facebook what is viral are the tests and listicle content, while on Twitter the news prevails and on LinkedIn everything that has to do with business, for example.

But to all this we must add the elements that make things go viral, such as the exclusive elements, the power of the ego or the emotions that the content arouses. Emotions are a very important element when creating viral content, since they are not only what make the recipient connect with the content but are also what drives it to behave. Different studies have analyzed the impact that positive emotions have when receiving content and especially when uploading them to their own social profiles, which are what make messages go beyond simply being bottles thrown into the sea with messages.

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