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Viral Coefficient

In digital marketing, the viral coefficient is a metric used to assess the virality of a product, service, or information. It denotes the rate at which existing customers refer new customers to a product or service. It is calculated by determining how many new users each existing user brings in.

For example, if a product has a viral coefficient of one, it means that each user brings in one new user on average. A coefficient greater than one indicates that each user is bringing in more than one new user. A coefficient smaller than one, on the other hand, indicates that the user base is diminishing, as each user brings in fewer than one new user.

Well, leveraging virality is similar to catching lightning in a bottle, but with a strategic twist. Yes, (straight to the point) virality is not exactly predictable but you can leverage all of these tips and increase your chances of going viral.

Understand Your Audience

Understanding your audience is critical. Make your content relevant to their interests, preferences, and behaviour. The more relevant your content, the more likely it will be shared.

Make Shareable Stuff

Make stuff that people will want to share with their followers and friends. This could range from funny videos to educational infographics. Make it visually appealing and relatable.

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Collaborate with Influencers

Working with influencers in your niche can help you reach a larger audience. Because their fans trust their recommendations, a shoutout or collaboration can greatly increase your visibility.

Timing is Important

Target and post when your audience is most active. Leverage Instagram analytics to figure out when your followers are online and then plan your posts accordingly. The more people online, the greater the chance of engagement.

Interact with Your Audience

Respond to comments, direct messages, and interact with the content of your followers. This fosters engagement by forming a community around your profile. The more engagement you have, the more likely it is that your material will be seen and shared.

Use Instagram Stories and Reels

In my opinion, Reels are still receiving better engagement compared to still images.

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Run Contests and Giveaways

Customers love promotions. So, if you are in the consumer business (especially fast-moving consumer goods), you have to run promotional campaigns.  Encourage sharing by conducting contests where you’d have participants tag their friends or share your posts on their stories. This not only increases interaction but broadens your reach.

Tell a Story

Whether it’s a personal journey, a behind-the-scenes view, or a brand-related narrative, storytelling can make your content more approachable and shareable.

Create Relatable Content

Create relatable content considering your audience’s experiences, challenges, and aspirations. People are more likely to share your content with others who have similar feelings or experiences if they recognize themselves in it.

Consider Entertainment Value

People enjoy being entertained. Content that elicits emotion, whether it’s a funny skit, a heartfelt narrative, or a clever joke, is more likely to be shared. Consider what will make your audience laugh, feel inspired, or emotionally connected with you. Or content that sparks serious conversations with other people.

Create Educational Content

People enjoy finding useful and educational information. Create videos that give your audience insights, and tips, or solves their problem. How-to videos, tutorials, and infographics that break down complex topics are all great options. Jordan_the_stallion (Jordan Howlett) has 6 Million followers on Instagram because he essentially breaks down the secret recipes of most fast-food chains and restaurants.

Create Visually Appealing Content

People are on Instagram all day. Let’s just say our phones have replaced TVs. Instagram is a very visual site, thus aesthetics are important. Spend time developing visually appealing photographs or films. Use high-quality graphics, rich colours, and captivating imagery to catch viewers’ attention as they scroll through their feeds.

Use Narratives or Voice-overs

Narratives have a special ability to fascinate audiences. Share your brand’s story, emphasize customer success stories, or even make stories that would appeal to your target audience. Everybody likes a wild story!

Surprise and Delight Your Audience

Include an element of surprise to keep your audience on their toes. This may be a surprising twist while sharing a story, a piece of shocking information in an infographic, or an unexpected subtitle in a video.

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Create User-Generated Content

Encourage your customers to develop brand-related material. This not only fosters a sense of community but also delivers a continual stream of shareable content. Reposting user-generated material makes your followers feel appreciated as well.

Keep it Short

Keep it concise. Content that can be absorbed in a short length of time, whether it’s a brief video, a punchy caption, or a snappy infographic, is more likely to be shared.

Be Current

Create material based on popular subjects, events, or holidays. Because it taps into what people are already talking about, timely content is more likely to be shared.

Create Wacky Content

Create a short video in which your team performs a fun office-related act. Use comedy that is consistent with the personality of your brand. For example, if you work in technology, a skit on the eccentric lives of software developers might be appropriate. Controversy has a very high viral coefficient but can destroy your brand, so even as you create wacky content, be mindful of racial ethics.

Create Testimonials

Bizzare Before and After photos always go viral. The more bizarre, the more shareable. So you can create a touching narrative about how your product or service improved a customer’s life. To elicit emotions, use visuals, and testimonials. If possible use a before-and-after narrative. That is, what their lives were before your product and after they started using your product.

Behind-the-Scenes Laughter

Take your viewers behind the scenes of a regular day at your office or the production of a product, for example. Showcase your team’s humorous and human side. This could be a collection of Instagram Stories that capture candid situations or a well-edited video.

Use Satire or Parody

Make a parody of a current trend, song, or movie that is relevant to your industry. This not only demonstrates your inventiveness but also capitalizes on the familiarity of previous information. Just make sure it is consistent with your brand’s image and will not be seen adversely.

Now, let’s go back to the foundation of using Instagram.

It’s very unlikely that one post will go viral. The algorithm favours consistency and usage. So, it’s necessary to post on Instagram consistency.