“I love magic.” – Harry Potter
Anyone in the business of digital media knows that the Holy Grail of content is creating something that goes “viral.” If you’ve ever created a video, an article or a brand campaign that’s taken off and been shared exponentially, it’s exhilarating.
It’s also very, very rare.
But brands often (or unknowingly) look past that, asking agencies and content creators to make the next viral video or take an already existing piece of content and “viral it up” - as if there were a secret potion (or an app) for that.
Here’s the truth: There is no magic formula to make a piece of content go viral. It’s a complex recipe that includes hard work, ingenuity, creativity, motivation, faith, money and a little bit of luck, and in each successful case study the recipe is different. This has caused a lot of misunderstanding of what actually drives viral success.
Here are five common myths of viral content – and what you should do instead: