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🚀 This Week's Growth Hack:
Guaranteed To Go Viral

Going viral is a lottery ticket for your brand. We all have thought about ideas to engineer viral content. But could it be the formula to go viral has been hidden in plain sight the whole time?

Well, in this past week’s episode, from My First Million, (the only podcast I listen to religiously besides my own of course) co-hosts Sam & Shaan broke down their secrets to becoming better writers. As with most of us, we get our best methods & strategies from other people… so Shaan brought up this strategy pioneered by Chris Quigley, an ad agency exec based in the UK, who perfected the art of making things go viral.

You see Shaan met him at a talk he gave in San Francisco and asked him what his hit rate was. Meaning out of every 100 videos his agency creates, how many will go viral. Shaan, like me listening to the story, expected the answer to be somewhere around 5 or 10 out of 100… The answer shocked me, Shaan, and will I’m sure will shock you too. Chris quickly snapped back to the question

“ No, if we do 10 videos, 8 or 9 will go viral ”

Do I have your attention yet? Yea… Chris explained his hit rate is so high for two reasons:

1. A Guaranteed Spark - They have a large blog audience so they can almost guarantee every video they post will get a large handful of views to start. Chris explains this alone doesn’t guarantee you go viral, it just means your video has a chance.
   
   Why? Because tens of millions of pieces of content are posted to the internet a day, the algorithms look at the engagement rate of each post in the first hour and then first 5 hours and so on… and so if the engagement rate is above average in the first little window, it will show the video to more people, and then if engagement is solid in the second window, it will show it to more people, and so on…
   
   In summary: Reason 1 is giving your video a fitting change
   
   Pro tip: There are a bunch of engagement networks and pods for each platform with other creators & brands who are willing to like and comment on your content, if you like and comment on there’s…
   

2. Work Backwards From An Emotion - This one isn’t as obvious as you think… Content creation 101 (and frankly storytelling 101) is all about making the consumer of the content feel a certain type of way. But Chris’ trick to working backwords from an emotion is brilliant!
   
   He created a list of emotions based on acronyms… Like WTF & LOL & Awwwww (something super cute)… Shaan said he had a list of 7 or 8 emotions and if you didn’t really nail 1, you had zero chance. Chris would say
   
   “We don’t even start writing the script until we pick the emotion.”
   
   Chris’ agency built their own proprietary search engine of content searchable solely by one of those 7 or 8 emotions so they can draw inspiration from what’s working out there in the interwebs…

So this week, I’m bringing back my famous 3 examples!

Agency Example - Say you sell SEO services. I would write a linkedin post exposing an SEO cheat code, like hiring someone on Fiverr to get you low-quality backlinks to help you rank faster, in a tone of voice that makes it seem like the strategy is blasphemy and you can’t believe brands are actually still using this strategy… and use Lempod to juice that first window of engagement.

E-commerce Example - Say you sell hats that say “Dad Gang” on them, to dads who are proud to be a father. I would post a series of videos of different dad reading books to their kids, slowly zooming in on the two of them, and put text at the top that simply says “There’s nothing like a father spending 1-on-1 screen-free time with their kids” … You put some soft music on that 7-second video and you bet ya, moms and dads will be sharing that left and right! Tapping into the “Awwww” emotion Chris has on his list! Get some influencers you work with to simply comment on your own post, not theirs, and boom!

Saas Example - Say you sell a CRM for large sales teams. I might share a series of screenshots of the CRM itself with really funny data input in all the fields. I would consider literally hiring a professional comedian to make the name of each record and notes from each call, hilariously funny where people help but comment LOL (one of the 7 or 8 emotions) and send it to their sales team.

That’s it for this week 🙂 Let me know what you think as always!

See many of you in NYC for my event this Thursday 🙂 

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That's it for this week!

Talk soon,
Marketing Max
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