Do you watch viral videos and think ‘how they managed to do it?’ And what exactly is viral content anyway?

Put simply, a piece of content that’s circulated rapidly and widely from one web user to another. In other words, content that spreads on the web within days or even hours (literally, like a virus).

Here’s what you need to know about the art and science of Viral Marketing.


1. Novelty

Research says that our brain feels rewarded with novel ideas, and when people feel like they’ve been led to a new idea, their brains and bodies release dopamine, a pleasure inducing neurotransmitter.

Ofcourse, new ideas don’t come around easy.

A more practical approach is to improve already successful content pieces (with new information, data and facts, maybe).

You could also club two unrelated concepts. Can you imagine campaigns with fashion and food? Piecing together trending topics with intriguing spins makes people take a creative leap of imagination. In content marketing, this exploration translates into readers spending more time on your site and sharing your content.

Triggering curiosity

2. Triggering curiosity

When people feel there’s a gap between ‘what they know’ and ‘what they want to know’, they are compelled to fill the gap with information related to it.

If you offer users this chance of filling the gap, they feel motivated to not just read your content but also share it on platforms for others to learn. 

Evoking Emotions

3. Evoking emotion

Plenty of case studies exist that claim emotions are key to virality.

1. Fear: Content that warns and increases awareness has more chances of becoming viral.

2. Sadness: A sad video can go viral because people empathise with the story.

3. Anger: Causes people to react, express their outrage and fuels others to join in the conversation.

While great content is shared for many reasons, content that stimulates positive feelings tends to perform better than those with negative feelings, boasting a higher click to tweet rate. And content that evokes emotional reactions such as awe, excitement or amusement have been getting more shares than low-arousal content that evokes contentment or sadness.

Interestingly, content evoking negative emotions such as anger and anxiety are ‘highly’ shared if the reader is given an opportunity to express his/her stand and share his/her views. 

4. Age matters

Studies show that although millennials share music, articles, and videos, they are less surprised and lack emotional connection with their content. 

The same age group, though, is excited to explore and share dynamic, personalised, interactive content that entertains them.

By all means, if you’re trying to get to millennials, make sure your content is a combination of emerging trends filled with novelty, curiosity and surprise.

Storytelling matters

5. Storytelling matters

People love a good story, and the idea of a narrative voice i.e. embedding a human quality into the tale, makes the latter immediately identifiable and easy to understand. You can effectively make a point and engage others if you know how to tell a good ‘human’ story.


6. Readability

Technically, your content should aim for reading-comprehension of a ninth-grader if you’re targeting a wide group of people. However, keep in mind, content that’s simple does NOT mean simplifying your content.

idea is to let people spend enough time on your content. If you manage to do that, it’s an indication that you are successful in making an impression within a short span of time (which is very short – say the speed of a swipe or a scroll), and the next obvious thing for them to do is share, tweet or forward.

Valid criticism

7. Valid criticism

People will get engaged in conversations with you if you supply them with valuable content that makes them ponder, concur and develop opinions.

These silent conversations build long-term relationships, and when you offer critical thoughts that can possibly lead to debates, analysis and discussions, you are creating unique content that adds to your value proposition.

It will also lead to a series of binge sessions on what you’ve previously produced.

Usefulnessof content

8. Usefulness of content

Jonah Berger’s survey found that highly practical articles were 34% more likely to go viral.

People share content that’s useful and practical in a bid to help friends, develop themselves, and for social acceptance.

No wonder ‘How-to’ listicles and infographics are popular – they offer clear, instantly applicable advice that can make everyone’s life simple.

Making people look good

9. Making people look good

NY Times found that people share content if it makes them look good. In addition, people feel that when they like or share creative, thought-provoking content, those attributes (creativity, intellect, artistic) become associated with their personas as well.


10. Interactivity

Written text can be made conversational with visually enthralling images, designs, parallax scrolling, infographics and other multimedia elements.

Some websites and apps also employ user-generated content.

Others, like interactive quizzes, are gaining popularity in social-media because of their share-worthiness and ability to allow users to learn more about themselves.

11.  Trustworthy research

At a time when people are listing authenticity as their top most requirement, it is important to publish exclusive content such as survey results and original data-driven articles. Jeff Bullas suggests free survey tools to conduct informal studies, public API’s, and an internal database to disseminate information concerning your field.

Collaborating with experts and opinion makers also makes for credible, share-worthy content. And while personal stories are a great way to build connections with people, backing up stories with expert opinions gives you much needed credibility.




Marketing trends are changing at lightning speed, and it’s mandatory to keep an eye on statistics to maintain competitive advantage. Here are relevant statistics to help you build your brand, understand your target audience, generate leads and boost conversions.

1. Content Marketing Statistics You Need To Know In 2020

1. 70% of companies are investing in content marketing

2. 24.26% companies will increase their content budget

3. 78% of companies have 1 to 3 specialists in their content marketing teams

4. Top goals of content marketers

  • 75% – lead generation
  • 71% – more traffic to websitE

5. 94% of marketers leverage social media for content distribution

6. 65.36% of all social media traffic is delivered by Facebook

7. Stock photos are most used visuals of 40% of content marketers

8. 25% of marketers spend 10-20% of budget on visual content

9. The top metrics B2C marketers track to measure content performance are conversions (81%), website traffic (80%), website engagement (79%), social media analytics (76%) and email engagement (75%)

2. Facebook Statistics You Need To Know In 2020

10. Facebook has 2.45 billion monthly active users

11. Facebook has 2.2 million mobile active users

12. 74% Facebook users log into Facebook daily

13. Facebook users spend 38 mins per day using the platform

14. 500 million Facebook stories are shared daily

15. Of all men, those aged 25-34 are the biggest demographic of Facebook users

16. Of all women, those aged 18-24 are the biggest demographic of Facebook users

17. Facebook live videos generate watch times 3x longer than those that are no longer live

18. Posts published between 9pm-11pm EST seems to perform best

19. 59% video posts get more engagement than any other posts

20. An average Facebook user likes 13 posts per month

21. An average Facebook user clicks on 11 ads per month

22. The average engagement rate for Facebook posts is 3.6%

23. B2B business decision makers are spending 760 minutes a week on Facebook

24. 7 million business uses Facebook for advertising

25. 1 billion monthly active users on Instagram

3. Instagram Statistics You Need To Know In 2020

26. After Facebook, Instagram is the most engaged network

27. 63% of Instagram users log in once per day

28. 71% of the billion monthly active users on Instagram are under the age of 35

29. Instagram has 52% female users and 48% male users

30. Instagram users will spend an average of 28 minutes a day on the platform

31. 500 million IG accounts use Instagram stories every day

32. Instagram’s potential advertising reach is 849.3M users

33. 83% of Instagram users discover new products and services every day on Instagram

34. Instagram can create 4 x more interactions compared to Facebook

35. 71% of businesses use Instagram for advertising and promotion

36. Instagram influences 80% of users to purchase a product or service

37. 50% of Instagrammers follow at least one business profile

4. LinkedIn Statistics You Need To Know In 2020

38. LinkedIn has over 660 million users in more than 200 countries and territories across the globe

39. 57% of LinkedIn users are male and 43 percent are female

40. 37% of US adults who use LinkedIn are between 30 and 49 years old

41. Nearly 15% of all LinkedIn users are senior-level influencers

42. There are more than 50 million companies listed on LinkedIn

43. LinkedIn is the second-most popular social media platform among B2B marketers

44. The US offers the largest group of LinkedIn advertising audiences with a reach of 160 million users

45. 52% of buyers say LinkedIn has the most influence on their research process before purchasing a product

46. 57% of LinkedIn’s traffic is mobile

5. TikTok Statistics You Need To Know In 2020

47. TikTok has 800 million active users worldwide

48. Tiktok has 500 million active users worldwide

49. TikTok app has been downloaded over 1.5 billion times on the App Store and on Google Play

50. TikTok ranked as the top most downloaded app in Apple’s iOS App Store for Q1 2019, with more than 33 million downloads and 188 million new users

51. 41% of TikTok users are aged between 16 and 24

52. TikTok has been downloaded 467 million times in India – nearly one-third of its total downloads

53. TikTok users spend an average of 61+ minutes per day on the app

54. Over 34% of TikTok users shoot videos daily

55. 68% of engaged TikTok users have claimed to like a video in the last month

56. 54% of engaged TikTok users have claimed to have commented on someone else’s video in the last month

57. TikTok has over 100 million average monthly views

58. The average number of videos viewed every day in a year on TikTok is more than 1 billion

59. 90 percent of all TikTok users access the app on a daily basis

60. In less than 18 months, the number of US adult TikTok users grew 5.5 times

61. Brands are currently buying TikTok’s in-feed Ads for $10 per impression with a $6,000 minimum campaign speed








How much visual content did marketers use in 2019 and how much should you budget for in 2020? Here’s stats to guide that decision.

Visual Content for Marketers

Visual Content for Marketers

  • 70% of companies invest in content marketing, which could include visual marketing strategies. (HubSpot)


  • Among B2B marketers, 51% are prioritising the creation of visual assets as a key element of their content marketing approach. (Content Marketing Institute)


  • The use of visual content increased by 10.5% between 2018 and 2019. (Venngage)


  • 88% of marketers use visuals in more than half of their published articles, while 56% use visuals all the time. (Venngage)


How Users perceive Visual Content

How Users perceive Visual Content

  • The Social Science Research Network found that 65% of people learn better through visuals. They resonate better with images, videos, memes and other visuals than text.


  • Visuals increase the viewers desire to read by upto 80%. (Office Xerox)


Top Visual Content Formats


  • 84% say that videos have helped increase traffic to their website. (Wyzowl)


  • 69% generated more leads with the help of video content. (Renderforest)


  • Cisco projects that global internet traffic from videos will make up 80% of all consumer internet traffic by 2021. (Cisco)


  • Marketers experience a 65% increase in clickthrough rates and 19% in open rates by including the word “video” in their email subject line. (Campaign Monitor)


  • 55% of the total video consumption time on mobile phones involve videos that are 20 minutes or longer. (Ooyala Global Video Index)


Live, Native and 360-degree Video

  • More than two-thirds (67%) of consumers globally have streamed live video content and 52 % of that group prefer free, ad-supported live streaming over subscription and à la carte services. (IAB)


  • Consumers have a low tolerance for a bad stream. For many, 90 seconds is the most a viewer will tolerate a spotty stream. (TechRadar)


  • Facebook users spend 3X times more time watching live videos than traditional videos. (Facebook)


  • 92% of the videos on Facebook are published as Facebook native videos. (Quintly)


  • Average percentage viewed was 28.81% higher with 360-degree video, and double the viewers watched the video to 100%. (Magnifyre and StoryUp)



  • 40.2% of marketers who were surveyed said that the visuals which performed best were actually original graphics such as infographics and illustrations. (Venngage)


  • Infographics have had the biggest increase in usage among B2B marketers in the last four years — now at 65%. (Content Marketing Institute)



  • Facebook posts with images witness2.3X more engagement than those without.  (Buzzsumo)


  • In an analysis of over 1 million articles, BuzzSumo found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images. (Buzzsumo)


  • Tweets with images receive 150% more retweets than tweets without. (Buffer)




  • Businesses on Instagram get up to 37% of their total impressions from Instagram Stories. (Social Bakers)


  • Of the Instagram Story formats people prefer most, 35% say they engage with short narrative-styled Stories most often, followed by interactive Stories centered around quizzes and polls. (HubSpot)