Content Virality on Facebook
Introduction to virality
in this section which is the next few videos i'm going to introduce you to how to actually go viral on facebook it's not a myth there is a science to it now sometimes things go viral it's luck sometimes there is a bit of a not science but like pseudoscience and there's a formula for virality i'm going to introduce you to and then i'm going to introduce you to elements that will make every post a little bit more viral and sometimes very viral so with that this is just the introduction to this section so that in the next video we'll get started on it.
The Viral Coefficient Formula
now let's go over how to make things viral on facebook once you understand how things work in terms of in terms of virality it will be much easier to understand exactly what to do for every one of your posts from now on to make every post a little bit more viral and maybe even very viral so first i have to explain to you the viral coefficient formula if i take a step back and look at it from a very high level view really what this measures is from the your whenever you make a post after all the sharing do the people who the post is shared with is there more of them or less than the original number if there's more of them you're going congratulations you're going viral if there's less of them your post is gonna the virality of your post is going to peter out okay so now let's actually look at the formula i'm going to explain to you the formula in this slide and then the next kind of couple of slides i actually have examples so that it will become more clear because the formula itself can be a little bit confusing so let's start imagine that you have 100 people or x number of people on your facebook page and you just made a post well how many people of your friends how many of your friends share your post maybe it's zero maybe it's one maybe it's ten really depends on the nature of the post what's really important is not how many people share your post but resulting from those shares how many people see and engage with your post okay once you have those number of people you can divide it by your original people okay by your by the size of your original audience and if the resulting number is more than one you're going viral if it's less than one it's going to peter out let me run you through an example here's an example we're going to use some real numbers so that it's easy to see let's say you have a page or you run ads doesn't matter 200 new people let's say that only three people share your your post out of those hundred only three people share and just for easy and easy calculations sake let's say that every person has 100 friends on facebook on average some have more some have less let's say on average there's 100 friends probably the average is a little bigger so that means that if three people shared your post and each of them had 100 friends that means there's a total potential of 300 people seeing your post but of course not all 300 people are going to engage with your post okay it's never like that so there's always some small number of people that engage with a post okay so let's say that three percent of the people who were shared with engaged with your post so out of those 300 people three percent represents nine new people so your new audience is nine your original audience was a hundred you divide nine by a hundred and you get zero 0.09 that means you need to be over 10 times more viral to be truly viral now you're still a tiny tiny bit viral because you didn't get nine free people this is nine people who engage with it that are totally not in your audience so this is already good you're getting nine free people that you reached but it could be so much better let me explain to you same situation same formula but numbers that do help you go viral here's another set of numbers let's say 100 people see your post now let's say the post is very very engaging and and 10 people shared your post now the potential reach if we still think that 100 people of each friends of each friend of yours has 100 friends on average now because 10 people shared it and they have 100 friends each that's a thousand potential people we can reach let's say that your image that you use or the video cover or the copy the certain you know the things that you wrote in in your little description of your post is very very engaging then maybe 11 of the people who were shared with so 11 out of this thousand consumed and engaged with your content that that's actually 110 new people so your new audience size is 110 new people your original audience size is 100 people when you divide 110 by 100 you get 1.1 you see the viral coefficient is more than one that means for every 100 people you share with they're going to be share and you're going to get a new audience of 110 then that 110 is gonna share and your new audience is gonna be 121 you see and so you're gonna go go and become viral because you're it that's never peter's out it's actually for every person you share a little bit more people see it and that's how you achieve virality okay that's the formula in the next videos we're going to cover how to create more viral posts.
How to Boost Virality
in this video let's talk about how to boost your viral coefficient i'm going to run through a couple of things that will make a big difference first you might have already seen a lot of other youtube or facebook marketers creators they simply in the video in the content ask to share if you ask some people will share asking immediately boost virality sometimes asking does not make sense in the kind of content you have let's say it's a music video there's no way you can ask for but in the copy that you write sometimes if you're talking to people in the video let's say you can ask for people to share please share especially if they like the video they're gonna share now what is going to make them like it first the video itself you can't get you cannot get around the topic that the point that it has to be very high quality content high quality video not just in quality of quality of audio and video quality like hd but in terms of it actually has to be amazing it has to be something unique or insightful or original or inspiring really has to be like next level stuff otherwise you know people aren't stupid they're not going to share bad content on their facebook page because it makes them look stupid right as opposed to if they share amazing content it makes them look very smart because they discovered supposedly new content and they're you know they are the source of content they are smart so if you make good content really amazing content like next level great content it's really going to make a huge huge difference in sharing really going to make a big difference and another point is to keep the content relatively general because even though you can run ads to target people that you're going to promote to and you can you know run ads to target specific audiences once they share the content that you can't control who the people who are shared with what they like what they don't like so if the content is a little bit too niche something people can't really all appreciate then it's gonna also the virality is gonna go down but if it's a content that a lot of people can appreciate maybe a lot of people across different countries even then the content will stay viral now an interesting point here that facebook really gives us this amazing advantage and this is the cycle of turnover of virality for example let's say you have a brick and mortar business a regular business and you ask people to invite customers and share that really happens at like snail speed right people become your customers then they go home they later they see a friend a week later your friend calls you different their friend calls your business right so it might take weeks for one person to invite another and for that invite to materialize into a customer but on facebook it happens within minutes people watch a little video they click share their friends see it they might click share and so that virality the cycle of virality happens really quickly within minutes and that is really a huge advantage to you if you can make videos or content viral enough to be shared like that.
A role of ads in virality
now that you understand how virality really works you understand the viral coefficient formula and how to boost virality now let's focus on how to have a consistent source of new traffic that you can get to share and so that you can reap the rewards of having all that extra exposure of the people they share to and hopefully boosting your your virality and that is where ads come in this is one of the strongest places where you can use ads on facebook to boost something that's already great make it great at scale okay and videos are already some of the most viral content anyway and you can run video ads pretty cheaply to get video views is it's relatively cheaply it's relatively cheap it's not the most expensive kind of ad on facebook some of the most expensive is if you want to get clicks to your website or products or something like that video views are typically a little cheaper and every day you saw in the previous videos i made the example of you know 100 if 100 people a day see your video you know how many people are going to share it well you can every day you can have 100 new people or a thousand new people it doesn't matter it's up to you and you can run ads to them and as long as they keep sharing and as long as they share and engage in a viral way you can get you know a lot of views if you if your viral coefficient ends up being overwhelmed and you boost it with ads oh my god you can get thousands upon thousands maybe even millions of views just with that strategy but really the the the hard part of the strategy is to get your original content to be that good that's really the key the original content is really that good then you see all these strategies they're here to help you but if your original content is less than amazing and the right and the virality isn't there then it's going to be more of an uphill battle you're going to have to spend more on ads and it's going to end that petering out but you're still going to have a little bit of virality so the role of ads is huge if the content is great and let me tell you about a couple of secondary benefits of doing this first of all if you run ads you will you will build up your page and more more comments and more likes can happen on the page and the more comments and likes can start to appear on other people's facebook profiles so that way you can also get a little bit of long-term advantage and also if you end up running a lot of ads for youtube views then what can happen is your video on youtube can start to get a lot of views and can start to rank and get much more organic traffic so that's an amazing part of that's one of the amazing things about having doing facebook ads and having them be financially rewarding for you is that you can keep on doing them as long as it's financially sustainable you can keep on doing it and you can get so many views on facebook that on youtube that view with that video will really grow because it will have so many views so you can also build up your youtube channel this very way.
Viral Coefficient Calculator
if you don't want to do your own calculations of the viral coefficient i've got a calculator for you you can go to niche advertising.com viral dash coefficient dash calculator scroll down a little bit and i'll walk you through an example this works slightly differently than the way that i've been explaining it to you so i want to explain it to you how you i want to explain to you how to use this one so you don't make a mistakefirst let's use that same hundred people you start with then the second one the second line is a little tricky number of invitees each member sends each member it's not total invite this is average per member okay so let's say three invites so because maybe you have limited sharing so it's three invites per member on average but out of 100 that's 300 invites okay and let's say the number of sent invites accepted is let's say again maybe let's say five percent just you know of the people who who this is shared with how many people actually engage with it right um so if my friend shares it how many of their friends are actually going to engage it with it so let's say five percent let's just say and then we're going to say calculate the viral effect coefficient formula it's very low you see it's 0 15 and you really don't get out to reach a lot of people so you see how it very quickly peters out it tells you what you know what is going to happen but let's say you get a really high conversion rate and let's say this is instead of 5 this is 10. okay right away you see and basically all you have to do is if you already made something all you have to do is just keep on perfecting it maybe then you ask your friends to share it right ask people to share it in the actual video so maybe like 10 people share it and then not 10 people but on average more people see it and then you calculate it and then boom ah one so all you have to do is really just like i said in the example just do one and you see again and now you're going to be able to see once it's viral you're going to be able to see the growth and let's say that like on average 20 people that you share with invite right then you started getting really into big numbers so once you create really amazing content it's actually gonna really explode the numbers really exploding balloon you see here it's you know just 320 on the second loop of sharing it's only 800 people at 2 000 people 4 000 but then it becomes exponential it's always double it's always a little bit more than doubling right 2.2 times each so it's it's it ends up being quite exponential long term so that's the virality efficient calculator and you actually able to visualize if you do end up making really amazing content and promoting it in the right way then the sky is really the limit here.
Boosting content with ads to increase virality
i want to make a last point about the effectiveness of combination of the virality and adds here's an example of where you have a product that doesn't really go viral right you only got a 0.15 coefficient which means it peters out it does not viral but it's viral to a degree because look you get 17 free people that you reach as opposed to the initial 100. uh-huh you see so if you're paying for ad clicks let's say every day and you're paying for 100 ads to run and get engagement well if you add virality to that post and it's not even great virality just mediocre okay virality but if you add virality and you make it a little bit viral then you see your average ad click goes down by 17 because you get 17 more people engaged and so this is one of the great ways to combine running ads and virality is getting your averaging cheaper engagement for each ad and then you might make it then what used to be not a profitable ad campaign to a more profitable ad campaign because then if you're spending an x amount of dollars but actually getting more traffic that extra traffic might spend enough money to make that a profitable ad campaign that you can then run more and more and more and if you boost it and run more and more and more then guess what happens you get more people and you advertise more and then you you reach more people right so you just added more and then it allows you to be more financially sustainable whatever you're doing if it's a little bit viral at least that's so that's the great combination that benefit of that combination.
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