content drives viral campaigns

What Content Drives Viral Campaigns?

In Marketing, Viral Marketing by Compass Creative TeamLeave a Comment

When considering what content drives viral campaigns you will find that emotional content is 20% more likely to be shared than any other type of content.

It does, of course, depend on the type of emotion solicited from your audience. But, for most emotions, the more we feel, the more likely we are to share the content. So, when you’re thinking about how to get others to share your content or your ideas, think outside the box. Think a little deeper and don’t just focus on the function of your content. Focus upon the feelings behind your idea, your product, your service.

Focus on the feelings. Focus on the emotion; one of the reasons people buy is because they associate feeling good with their purchase. People share content because of they bought the emotion aroused and that causes them to take action.

Lots of times when we’re selling something–whether that be ideas or products–we tend to focus on the functional attributes or the traditional features and benefits. Things like what you do well or differently than others or the list of offerings that would be of interest to buy a particular product or service. Or the reasons someone should check out your service is because you offer great dependability, a bigger catalog than your competition, etc.

Listing or providing useful information is good. People will find it informative and will be more likely share that. While that’s particularly helpful and useful in some ways, if you really want people to share your content, take it further! If you want them to re-share your content and enable you to reach a larger audience, think about the underlying emotion of your content.

Create the emotion you wish to elicit from your customer! Get creative in answering the following questions:

  • How can I get them to feel good about the product?
  • Why will they come and buy from us in the first place?
  • Why might someone join a particular social movement?
  • Why might they care about this?
  • What is the emotion behind our content?

When we care, we share.

Getting people to share means tunneling down into the core emotion, that underlying reason why people might want to care about something. Finding this emotion or crafting this emotion to be solicited by our content will make people more likely to share that content that we wish to get out into the marketplace.

The more we care the more we share. At Compass Marketing we really care about our clients and their content and marketing campaigns, so get in contact with us and we will show you how to make your content more appealing and more likely to be shared by your customer and how to position your content to go viral.


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