One of the reasons Justin’s Sh*t My Dad Says series spread so quickly is because it offered bite-sized content that was easy to consume. People could quickly visit his Twitter feed and read as many or as few of his posts as they had time to. Whether they spent 5 seconds or 5 minutes perusing his Twitter feed didn’t matter. Either way, they still walked away with the same user experience.
Marketing Takeaway: Consider creating content in bite sizes or construct a whole piece of content that can be broken down into smaller pieces. Slide presentations that curate different data points or statistics are one example of this.
2. Make it Easy to Share
Similarly, Justin’s phenomenon was easily spreadable. People could quickly share a link to his Twitter feed, retweet their favorite Sh*t My Dad Says tweets, or post them to Facebook and other social networks.
Marketing Takeaway: Enable ease of social sharing but adding social sharing links to all your content so those who come across it can easily spread it across their networks.
3. Make Sure It’s High in Quality
As Justin mentions during his interview, when he first starting tweeting the funny mutterings of his father, he didn’t think much of it. “Everyone thinks their dad is funny,” he commented, which led him to believe the sh*t his dad said might not be funny to an audience on a broader scale. Well, turns out his initial skepticism was wrong, since Justin never would have made it as big as he did had the content he created been, well, the opposite of funny.
Marketing Takeaway: You can create as much bite-sized, easy-to-share content as you want. The bottom line is, if people don’t like it, they won’t want to share it, and it won’t go viral. Put time and effort into creating content to increase the likelihood that it will spread.
While creating viral content is difficult to achieve, there are definitely best practices to observe when it comes to producing something that has the potential to spread. And even if your creation doesn’t become a raging viral phenomenon, it will still have marketing value. Follow these tips, and who knows, you might just get lucky like Justin did.