What really makes viral videos go viral?
It's all about the Effect on Viewer, or EOV. This is the overall impact that the content has on the viewer, their felt experience. Content creators who focus on EOV are all about creating powerful, intangible experiences for their audience. They do this by crafting content that emotionally moves their audience through dramatic storytelling, unexpected twists, surprise, shifts in perspective, or an overall "gut punch."
Now, let's talk about creating that "gut punch." Content creators who consistently hit the viral mark intentionally choose specific tactics, defined as carefully planned strategies, to achieve their desired EOV.
One format that exemplifies this idea is Competition Trivia, a man-on-the-street format where participants answer trivia questions while completing increasingly difficult physical challenges.
Let's break down the overall EOV that the creator wants to produce: an irresistible urge to keep watching until the end. How do they achieve that? By building curiosity as tension escalates over time.
For instance, in a video that earned over 48 million views, the loser of each round is required to jump over a bar that gets higher and higher each time they lose. Take a moment to watch the video and think about how it makes you feel.
Were you getting nervous for the participants, anticipating a bruised ego, a sprained ankle, or worse?
The video creates tension due to the increasing danger, keeping the viewer on the edge of their seat, uncertain whether the losing contestant will make the jump and questioning if they might injure themselves.
Now, you might think, "But my content doesn't fit the competition trivia format." That's okay! The big idea here is to consider how you want your viewer to feel after watching your content. What's the overall impact you want to leave on your viewer? Then, work backward from that point and plan your tactics accordingly to achieve that desired EOV.
Content that leaves a lingering EOV is watchable and shareable content. It’s content that generates engagement and following. So next time you create content, remember three letters: EOV.
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