At Digital 24, we’re a little superstitious when it comes to saying the word “viral.” After all, we never want to jinx it! But creating highly shareable content isn’t just luck—it’s about understanding the elements that make posts resonate and spread like wildfire.
We’ve taken inspiration from trusted sources like Design Stripe, who analyse past viral successes to uncover what makes content irresistibly shareable. Social media expert Lana K shared a recent TikTok video, where she highlights a growing trend: creators all saying the same thing. Her advice serves as a timely reminder that while certain strategies are universally effective, originality and fresh perspectives are what set truly viral content apart. So let’s look at the key things they’re saying make a post go viral.
Solve a problem
People love discovering solutions they didn’t know they needed. Think about posts that made you say, “How did I not know this before?!” Providing quick tips, surprising facts, or clever tricks can instantly capture attention.
The key here isn’t finding a magic formula but understanding how to make content engaging and shareable. Viral posts often:
- Solve common problems
- Tap into emotions
- Feel relatable
- Deliver value with visual appeal and perfect timing
Before hitting “publish,” ask yourself: Does this solve a problem my audience cares about? If the answer is yes, you’re on the right track. Creators like Ann Russel have mastered the art of providing quick, valuable solutions. Her cleaning tips are practical, relatable, and leave viewers thinking, “Why didn’t I know this sooner?”
Make it relatable
Great content often makes people think, “Oh, it’s not just me!” Relatable posts build a sense of community and personal connection, which encourages sharing.
Viral posts frequently tap into universal themes—whether they’re about the daily grind, relationships, or those small moments we all experience. When content mirrors the audience’s lives, people feel seen, heard, and eager to share it with others.
Take inspiration from creators like Sean Casey, who masterfully simplifies industry weight loss jargon, making content relatable to his audience.
Be (safely) controversial
Controversial content sparks engagement—sometimes a lot of it. Bold opinions can start debates, drive comments, and encourage shares. But tread carefully! While controversy can be powerful, it’s important to remain respectful and avoid harmful or divisive topics.
Creators like Nara Smith often gain traction with bold, unconventional posts that spark discussions. If you decide to go down this road, keep these tips in mind:
- Be Ready for Criticism: Debate can bring both praise and criticism. Have a strategy for managing feedback.
- Stay Constructive: Frame your content to invite thoughtful discussion, not hostility.
- Align with Brand Values: Ensure that any bold stance you take reflects your brand’s values.
Used wisely, controversy can ignite conversations that drive visibility and engagement—but always balance the risk with respect for your audience.
Trigger emotions
Emotions are the fuel behind viral content. When a post makes someone laugh, cry, or feel nostalgic, they’re more likely to share it. The stronger the emotional connection, the higher the chance your content will spread.
Emotional triggers that work:
- Funny memes, witty captions, or relatable skits.
- Stories of perseverance, success, or kindness.
- Content that taps into memories of “the good old days.”
- Unexpected twists or surprising facts.
- Posts that pull at the heartstrings.
Be careful when using emotions like anger or sadness—these can work, but they need to be handled delicately. Focus on authenticity and connection to avoid alienating your audience.
Last Christmas, Charlie’s Bar released an emotive ad that went viral, capturing hearts and attention. As the campaign gained momentum, Digital 24 were approached to help manage it, driving awareness and fundraising efforts. We collaborated with Ted & Stitch to create merchandise, with proceeds going directly to the charities, ensuring a meaningful and impactful contribution during the festive season.
Takeaway: If you want your audience to share your content, make them feel something. Ask yourself:
- What emotion do I want my audience to feel?
- How can I tell a story or deliver a message that connects on a deeper level?
While there’s no guaranteed formula for viral success, understanding these principles—solving problems, being relatable, triggering emotions, and embracing thoughtful controversy—can help your content stand out.
Next time you’re planning a post, focus on delivering value, sparking connection, and making an emotional impact. By following these tips, inspired by the insights we’ve learned from Design Stripe, you’ll give your content the best shot at being shareable.
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