What makes viral content go viral? Relationships with your customers. We don't realize the power of emotional engagement on our conversations with customers or how different methods and mediums of communication have an impact on building conversations.
Excerpt from the video:
"We love to talk about viral content and growth hacking, as if there are tricks to increase traffic and create a community. Viral content doesn’t happen “by accident” as one may assume. It occurs in strong communities where content and conversations emotionally connect with the readers. In social media, a group of people will come together to create a type of community to share common interests and fulfill shared needs. There, they often share content that supports different ideas for discussion. When content resonates with community members, they may share it with communities beyond that original group. Such content becomes part of an individual’s identity because it gives them personal meaning and supports and validates their self-perceptions. It helps readers feel good about themselves so they can more easily express their thoughts and emotions, from happiness to anger. And if the content resonates with others outside the group and they feel the same feeling or emotions, then the content grows in popularity to become viral. Content that supports and extends an idea builds emotional connection to build a larger community. And this community could be temporary or longer lasting, depending on the topic.
As we know, to build a relationship, you need to have conversations. My favorite illustration is this picture I found in the Dallas Entrepreneur Center when I was recording my third attempt at creating a video class. “Business is socializing with purpose.” How does this apply? To socialize effectively, you need to have a conversation. And the end result of socializing is always relationship building. So in a way, this poster graphic supports the idea that successful businesses have conversations with customers all the time, and the outcome of these conversations are a business relationship and that relationship somehow materializes into revenue."