Want more shares of your Facebook posts?
Want to get people to share your idea for you?
Want to reach the people you can’t reach yet- without even paying for it?
“Let’s make it go viral!” : It’s the executive order that marketers dread, because it’s so much easier said than done.
But the research shows us what kinds of Facebook posts get shared, and which kinds of posts they don’t share…
What People DON’T Share Is…
- (Selfish) stuff about your company that doesn’t help them. Beware of PR and press releases that the CEO cares, that even the media might care about, but your average customer does NOT care about. You need things that make your best customer say, “Awesome!” Something that’s cool or helps them. Stop focusing on your company and focus on the customer. Try to think the way they think. Very few companies do this well. So when you do, you get big rewards in the form of sales and profits.
- (Offensive) stuff that’s inappropriate or edgy or weird. Remember, if they hit “share” it goes to anyone they’ve connected to- their grandma, their boss, their employees, their mom, their kids… so a lot of people are only going to share PG to PG-13 items at most. The only exceptions are when your audience is defined by their edginess.
- (Obscure) stuff that few people know about or like. Again, if most of their friends won’t even know what this thing IS, they probably won’t share it. They’ll know that their interest in it is weird. Like if you like the bands Rush or Yes, chances are, most of your connections don’t. If your business is all about that weird interest, go for it, but if it’s not central to your business, and it’s an odd post topic, it probably won’t get shared.
The 6 Types of Posts People Share:
This is a diagram I created based on my analysis of Agorapulse’s thousands of Facebook pages and post data back in 2012-2013. We’ve proven that these principles work for dozens of companies. And in every Social Audit we’ve done for any company, their most shared posts are always one of these six types.
(And by the way the 5-step framework you see on the left is part of my SuperViral Facebook Post Blueprint™, a bonus I give people who join my super affordable Social Marketing Profit System course with Amazing.com)
#1 Posts That GIVE Go Viral
When you give, people not only want to reciprocate (you’ve read Cialdini’s Influence, right?), they also want to give the same to others.
So when you offer discounts and deals and run contests, you may see those get shared, and you may also want to make sure your contests are set up to reward people for sharing.
You can incentivize virality (give them a carrot to get them to share) with a variety of contest platforms.
#2 Posts That ADVISE Go Viral
This is another type of giving, but from an information and insight perspective.
When you give tips and how to’s that help people overcome obstacles and get closer to their goals and dreams, they get shared.
You increase your chances of getting shares when those tips and how to’s look super high quality.
So if it’s a video, give it some production value. If it’s a blog post, write a good title, make it scannable, readable, and use great images.
I would recommend infographics if Facebook is a big part of your distribution plan, because infographics are not very compatible with Facebook:
- Facebook images are smaller and horizontal compared to typically gigantic and vertical infographics.
- Infographics won’t pass the 20% text rule (put a 5×5 grid over your image, and you can’t have text in more than 5 of the squares), so they’ll never approve an ad to support it, so it will get very limited reach.
- Instead, take the chunks of info you want to get across, and post them one at a time.
#3 Posts That WARN Go Viral
This often comes into play for news services, for example TV news.
But it can also apply if you know something about your industry.
For example, I could write a post like “WARNING: Facebook Ad Costs May Skyrocket in 2016” and talk about how
- Since more and more companies are doing Facebook ads…
- The ad costs are going to increase, and so
- That’s why it’s so important to learn to resonate with your audience by knowing what they like, because
- When you resonate, which increases your click-through rates,
- Facebook lowers your ad costs.
So that’s how you tie one of the viral post types in with your sales message- I would then be selling either Facebook ad services or the Social Marketing Profit System. And yes, ninja trainees, I just sold it in this blog post too! 😉
#4 Posts That AMUSE Go Viral
Humor. Almost everybody loves it. The problem is: how do you do it in business? To do humor well in business, you have to:
- Be relatable- it has to be based in a common experience of your audience
- Make sure you don’t offend anyone (or not too much)
- For extra credit, make a marketing or sales point with it that gets people closer to buying
And because of the not offending and not being edgy thing, it may actually not be that funny compared to what you’d see on Comedy Central. But that’s ok. Corporate humor that doesn’t make everybody uncomfortable and is in fact hilarious at a conference may only warrant a chuckle from you alone at your desk. You don’t have to be Chris Rock or Louis C.K. In fact, if you try to be, you’ll probably offend somebody, and you won’t get shares- and even if you do, it could hurt your company’s image.
Now this is different for every company- it has to fit your brand, your culture, and your legal department. Some companies are younger and smaller and are OK with taking more risks, and they benefit from them. That’s great. Just make sure the level of edginess you choose fits your company.
#5 Posts That INSPIRE Go Viral
People tend to agree with positive, inspirational messages. They “like” them. And they share them because of
- The positive post made them feel good and they want their friends to feel good, too. I think this is probably the biggest part of the motivation.
- They think the positive post will make them look good. “Wow, Brian is really wise for sharing that Facebook post.” I don’t know that we really ever think that consciously, because it sounds stupid when you voice it out loud, but the “looking good to others” factor does play a part.
#6 Posts That AMAZE Go Viral
We may not have created the Internet to see amazing monasteries in the clouds or puppy videos or Asian ladies covering AC/DC or skateboarders falling on their faces… but it is amazing how much amazing we can now spread.
The Internet connects us in a way that allows us to share more amazing things with more people than ever before.
In the past, it was just through TV shows (That’s Incredible! and Ripley’s Believe It or Not and America’s Funniest Home Videos), and people had to mail VHS tapes to these shows, or the TV shows had to have people traveling the globe to find them- but now so many people have smartphones, we can capture tons of things and the collective human race can judge and make each thing viral or not.
And all of that stuff is right there for you to find with Google and BuzzSumo and PostPlanner… because no matter how many people have shared it, a lot of this amazing stuff has not been seen by most people. It’s not only proven viral- it’s still new to many. Especially the stuff that was on sites like Ebaums World before Facebook. Sometimes you’ll see something go viral on Facebook and discover it happened four years ago…
So those are the 6 types of posts that go viral!
How to Make Your Revenue Go Viral
The goal here is not just engagement, though- but also to tie it into your sales and marketing messages.
Engagement is great, because every brand needs attention, but if you want extra credit and better ROI, make sure you’re also thinking about your customer’s pains and problems and your services’ and products’ benefits.
Tie it in and connect the dots. Give them a call to action related to your brand. Put a link in the text (and some utm parameters to track it well in Google Analytics) so that they can go somewhere to take an action meaningful to your bottom line.
You’ve already pressed their buttons and stimulated their emotions- so channel that into a transaction with your company- or at least make the courteous suggestion that they might considering doing that…
Brian Carter is a popular digital marketer and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses who delivers motivational keynotes with practical takeaways based his ad agency’s 15 years of daily cutting-edge work driving awareness, leads and sales for their business clients. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.