From Zero to Viral: How to Share Great Re-Sharable Content

"We want this to go viral." How many times have you heard this during a conference call? It's a dream not only for those who work in digital media, but for every person with an idea and a platform.  It's the new American dream--to have your words, images or videos consumed and shared by thousands (and sometimes millions) of people. 

So what's the secret formula? What can you do to generate more interest and shares? Based on Newswhip's most shared sites on Facebook and Twitter in January of 2015, I arrived at five key recommendations. 

1. Create a quiz. 

If we take a look at the most shared sites on Facebook for January of 2015, we find that Playbuzz and Buzzfeed are in two of the top three spots. Both are heavyweights in the quiz division. In fact, don't think there's anyone on Facebook who hasn't taken a Buzzfeed or Playbuzz quiz at some point (not a proven fact). Quizzes are great content tools because they are irresistible, demand complete engagement from the user and are easily shared. If you design a quiz with just the right amount of interest and branding, you'll have a fantastic piece of content on your hands. 

2. Use numbers to your advantage. 

Listacles still reign supreme in the social media, and whether it's "34 Fails More Glorious Than Any Fails That Have Gone Before" or "18 Hilarious Kid Quotes, As Heard By Their Teachers," these numbers draw people in. Buzzfeed and The Huffington Post are pros in this category. The addition of a number to your headline automatically signifies to the reader that your article will be easily digested and probably enjoyable. 

3. Show and tell. 

It goes without saying that an image can make or break a story, especially when you're trying to "sell"  it on social media. Is it eye-catching? Is it relevant? Will it make people stop mid-scroll? Beyond that, however, you also have to show with your words. The BBC and The New York Times are fantastic at incorporating verbs into their tweets, which tends to generate more shares. Words and phrases such as "watch," "how to," "a look at" and "find out" are great triggers. Additionally, both media outlets are great at painting a picture without spilling all the details.

 4. Don't be afraid to be opinionated. 

A number of Newswhip's top shared or tweeted sites are media outlets who aren't afraid to push the envelope on social media. They publish plenty of op-ed pieces that really force readers to step outside the box and examine their own beliefs and values. These pieces are often designated on social media with an attention-grabbing quote, pulling the reader in to click, read and share. 

5. Try and try again.

Your social media post didn't garner enough traction the first time? Post it with a different photo. Post it with a different pull quote. Post it with more verbs. The most important thing to realize about content is that it can be evergreen, and your post could catch on weeks or maybe months from now. It all depends on how you choose to present it to your audience. So if what you're selling isn't selling, make a change, test it, and try again. 

Princess Whats-Her-Name

Using social media, I sourced from CNN, “Britain's royalbaby, Princess What's-her-name, meets the family.” It engages me for many reasons. First of all, the headline is hilarious. Everyone was waiting with bated breath for the wee one’s name to be released (For the record, it’s Charlotte.), so the reporter chose to be witty when referring to the new princess. However, this is new information, and when the royal baby was born, people were thirsting for new information. The article is also littered with multimedia content including a video, a relevant Tweet from the Kensington Palace account and a photo story at the bottom of “Will and Kate’s love affair.” Yes, can you tell I’m a royal family aficionado? Additionally, I appreciate that there’s a sidebar with “story highlights” so that I know what I’m about to dive into.

The author chose a very straightforward and organized storytelling technique. He started off with the most important and relevant information about which family members the princess will be meeting, crediting sources such as the British royals spokesperson as well as the gaming site Ladbrokes. As a reader, I appreciate this wide range of sources, even for an article as small as this one, because it shows that the author did their homework.

Afterward, the author dives into how the princess will have a “much easier time of it than her brother.” I found this part rather amusing, adding to my engagement value. However, I do think that the royal historian should’ve been juxtaposed with someone who thinks that the new princess would actually have a tougher time than her brother. The journalist made sure to directly quote the expert to avoid any confusion. From a journalist’s perspective, I think this second angle is smart because it allows the social media manager to post the same story with different angles. Afterward, the writer and the social media manager can come together to see which angle performed better, thus gauging what the audience is truly interested in. To close the story, the author goes back to the subject that everyone is waiting for: the baby’s name.