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Michigan Credit Union League

The Ingredients for Viral Content

KALAMAZOO—If your credit union’s marketing efforts aren’t going viral, they might not be as effective as they could be.

Grand Rapids-based viral marketing guru Rob Bliss offered advice over two separate presentations this week at MCUL’s Lending and Marketing Conference.

In sessions titled “Harnessing the Power of Viral Marketing” and “A Deep Dive into the World of Virality,” Bliss broke down the ingredients of viral content for attendees as “how to create content that people care about.”

His primary instruction for making such content was to avoid being “a roadblock to your own content.” To do so, credit union marketers should understand the recipe for viral marketing.

First, marketers should recognize that glossy, well-produced content is almost never the type that goes viral. Users want to share posts that invoke a sense of authenticity and spontaneity, not something that feels thought out and plotted.

The bulk of Bliss’ presentation focused on emotions. All viral content is shared based on how users connect with the emotions of the story being told. More specifically, Bliss spoke to which emotions cause “high arousal rates,” or which most dramatically affect content’s virality.

Additionally, Bliss said, video content that portrays a sense of relatable reality or humanity can increase virality by starting a conversation. “The idea is to create a discourse from the content that goes beyond the content,” Bliss claimed.

The presentation concluded with Bliss’ ethos of simplicity. “Don’t try to force a complicated idea,” he stated. “Viral content allows users to feel emotions as large and as fast as possible.”

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