You have probably heard the phrase, ‘content is king,’ hundreds of times. Of course, we all know how important it is for brands to find appropriate language and message for their communication. But, even if we tick all the boxes, sometimes the content we put through to the audience, doesn’t seem to be remembered and is certainly not shared with others. So, what is the secret behind all these memorable, viral marketing messages and trends that people share every day?
According to psychology scientists, an average human uses only 10% of their memory. At the same time, our brain uses over 20% of the overall energy we store to function. Our brains work extremely hard when they are exposed to something new and on autopilot when we recall particular emotions or actions.
These are principle facts.
Contagious content usually appeals somehow to our subconscious mind and makes information stick for longer. Digital marketing agencies all over the world, including Polish ethnic agencies like us, work exceptionally hard on creating shareable content that attracts specific customers and which also sticks in their memory. So, what is the difference between a simple PR message and perfectly tailored, viral content that inspires people and brings social influence?
The answer is – to follow the SUCCESS stickiness formula when crafting a brand communication that is likely to be shared on social media.
SUCCES formula stands for:
SIMPLE
UNEXPECTED
CONCRETE
CREDIBLE
EMOTIONAL
STORIES
These six key factors have been proven to work almost every time, taking into account that your chosen agency knows the target audience very well and follows at least a few rules at the same time. Therefore, choosing the right content marketing, PR, or social media agency is the key when tailoring effective communication with your clients. That is why many companies hire ethnic agencies to craft a bespoke strategy for their content to go viral and attract the ethnic minority targeted in their marketing plan.
MAKE IT SIMPLE
That is the first and the most important tip for creating messages that are likely to be shared? Make your content simple. A simple message means your target audience should catch on almost instantly.
Overcomplicated language, specific jargon, too long copy, and too many statistics are a big NO in communication strategy. Also, industry experts have proved that one message at a time is a simple recipe for success. The more points you make, the less likely your content will be remembered. If you try to share ten points at the same time, statistically, only one will be remembered in most cases.
Another piece of advice is to use analogy as a tool when creating content to make people understand your point better. Using comparison, for example, works wonders communicating about a new product or service that is unknown to the public. The most important message here would be: find a core message, one to three ideas that have the potential to stick.
To be able to understand your audience, put yourself in their shoes and then simplify your message so they can walk away with at least one thing in their mind, but want more. You’ll learn the difference immediately.
MAKE IT UNEXPECTED
Rule number one on creating contagious content – break the pattern. Create a curiosity gap in your audience’s mind.
By disrupting their expectations, you win over your potential customers with the element of surprise and information is then embedded in their memory. In All 4 Comms agency, we are often asked to use a traditional approach based on the perceived Polish stereotype. That’s what mainstream agencies tend to do when it comes to targeting ethnic minorities.
On the contrary, ethnic marketing agencies usually know best what is expected from their target communities. In All 4 Comms we often propose something that breaks the pattern to catch a target audience’s attention. For example, combining traditional Polish values with humour.
But don’t forget – surprise gains attention – but the real success of the most viral products and services is achieved by holding your audience’s curiosity.
MAKE IT CONCRETE
Show, don’t tell!
Crafting a brand message is pure art. The product or service we are introducing should be easy to visualise. If you can see the message, you can also remember it.
For example, let’s see which fragment you would visualise better:
the glass that was shattered everywhere
or
the property that was damaged
?
Recently, we ran a campaign for the healthcare industry. Because of our research and expertise, we knew a simple message containing statistics and facts wouldn’t work with a Polish audience. So, we dug deeper into our audience’s concerns and prepared visual statements from a credible medical specialist who had dedicated 40 years of her life to medical studies. Her input was invaluable and helped us to get more media attention, thus putting our client’s message over without using a traditional, medical approach; we were prepared to respond effectively with facts, not myths or assumptions, to our audience’s issues and concerns.
To create content that resonates with people, you have to get rid of unnecessary distractions. The simplest way to achieve this is by using the ‘so what?’ method. Write your copy, and after each sentence, ask yourself: ‘So what?’. This will help you arrive at the most precise and concise responses that will have the greatest impact on your audience. No one likes unnecessary fluff, and Polish customers are particularly sensitive to it. Being specific is one of the key principles of effective storytelling, as well as communication on social media platforms including LinkedIn. And if you have any exclusive and informative insights that can’t be found elsewhere – you’ll find out how it takes this virality game to the next level.
MAKE IT CREDIBLE
This is a significant bit… The messages we create should be credible, but word of warning – statistics don’t usually generate buzz.
Let’s get back to our healthcare campaign. We used tailored market research to gain knowledge about the Polish audience’s perceptions to prepare statements addressing their concerns from the most credible expert in the field, a well-known Polish scientist. To gain credibility beyond numbers, sometimes it is easier to use the comparison method and refer to something they already know well.
In practice, it can look like this:
One glass of Coca-Cola has more calories than a breakfast of bacon and eggs with plain coffee, or the size of the population of Poles in the UK corresponds to the population of one of the biggest Polish cities – Krakow.
People are more likely to share messages like this one than non-believable stories that they could never even believe in. One of the greatest strategies for gaining credibility is engaging the audience in experiencing the products or services themselves, instead of saying that something would work. Taking action and engaging the conscious mind in the process usually results in greater attention to the message and makes the idea stick in the memory.
MAKE IT EMOTIONAL
Every story we create has the potential to unlock and get access to our emotions. Making people care about something creates an opportunity for a brand to be remembered.
How do you do it while crafting content?
Start with empathy. Put yourself in your audience’s shoes. Understand their pain points, desires, fears, and aspirations. What keeps them up at night? What are they hoping to achieve? By empathizing with their journey, you can create content that speaks directly to their emotional state and inspires them to share it with others.
Keep asking yourself:
- Why do people need this product?
Go beyond the functional benefits. Think about how it makes them feel. Does it give them confidence, security, or a sense of belonging?
- Why do they need its benefits?
What underlying emotional needs do these benefits satisfy? Are they seeking joy, relief, or perhaps validation?
- Why do they want to accomplish that thing?
What’s the deeper motivation behind their goals? Are they driven by a desire to be accepted, to be loved, or to feel accomplished?
Ask until you get to the core of your message to create emotional, tailored content that is easy to remember and meets your audience’s emotional needs. Emotions like joy, surprise, and even awe can be powerful motivators for sharing. Think about how your content can positively surprise your audience. It could be a clever twist in your story, an unexpected benefit, or a unique perspective that makes them pause and want to share that experience with others.
What if you don’t know what emotions your product can bring? Use the power of social networks and start asking questions, for example, on your social media channels by influencers you collaborate with. Brands love making people share their stories and experiences. This is one of the secrets of contagious content that most marketers don’t talk about.
USE STORYTELLING
What is the better way to go viral? Creating stories. The sense of stories is linked to our emotional response. If we get the feeling of doing something, we are very likely to follow the narration and get involved in the process of finding out how the story will finish.
For example, did you follow the story in the Polish winter season Allegro’s ad that was highlighted in media all over the world? Let’s dive into it:
https://www.youtube.com/watch?v=tU5Rnd-HM6A&t=108s
The narration is very engaging. A typical Polish granddad is learning English in different places – in the bath, living room, on a bus – and we all wanted to find out why is he doing it, and what is the reason behind such dedication. The ending is unexpected and very surprising. He is preparing himself for a trip to the UK to meet his granddaughter for the very first time and he wants to impress her with his English skills.
How many of us can relate? How many immigrants live all around the world? How many of us met someone who speaks a different language? In almost every Polish household, there is at least one person who has experienced emotions related to the immigration of a close family member, friend, or even a neighbour. Naturally, the ad triggered emotions.
This beautiful ad story is highly contagious because it engages us at a highly charged emotional level, with its unexpected twist at the end related to the current situation among Poles. It is linked to the brand’s values – a Polish auctioning website that is perceived as borderless, practical, and responsive to any needs. The ad has established brand values sending a very contagious message to the world. The story has been a great success, achieving millions of views on YouTube and spreading worldwide.
Crafting contagious content is about more than just checking boxes. It’s about engagement and connecting deeply with your potential clients on an emotional level. By crafting simple, unexpected, credible, and emotionally resonant stories, you can create messages that not only stick in people’s minds but also inspire them to share content with others.
If you want to reach the hearts of your customers from Poland, contact experts from All 4 Comms agency! We have many years of experience in PR and marketing on the Polish market. Let’s make your content go viral together.
Margaret A. Szwed