Influence marketing: How to make it look like your content is going viral to get more reach

Every Monday night at 9pm EST (8pm CST/ 6pm PST), content marketers, bloggers and social media enthusiasts from across the globe join the #AtomicChat Twitter community for weekly discussions on digital trends and content marketing best practices. This week on #AtomicChat, we hosted Daniel Hebert, co-founder of SteamFeed and inbound and community manager at InNetwork, to discuss his idea of perceived virality, where the appearance of content goes viral within a certain target group or segment. We dove into how it works, how it's achieved and how influence marketing is a key component of perceived virality.

Here are the highlights and key takeaways:

How does perceived virality work?



So when the more people within a segmented network see the same content, the more it appears to go viral (at least to them it seems like it). Some participants didn’t see the value of perceived virality. Ashley Ashbee said, “I'm unsure of value of ppl perceiving virality. I only care if it makes impact in my niche.” Daniel points out that perceived virality leads to more awareness within a niche, which in turn leads to results.

How is perceived virality achieved?



Daniel also adds that, “Understanding the relationships you have within your network is a key component of influence marketing.” As Heidi Cohen points out, “Understand that building an influencer relations program to persuade your target audience is a delicate art form…” You can read more about it here in her step-by-step article on How to Influence The Influencers, which now brings us to the next topic.

What is influence marketing and how much can this help a brand?





Influence marketing is an effective word-of-mouth strategy. Sharing your content within a targeted group or segmented network is akin to sharing with your close friends and family members. Their trust in your opinion makes it easy for them to spread your message confidently.

How can you further understand the relationships you’re creating within your network?




So does perceived virality outrank virality?



5 Actionable steps to make content appear viral within your network

1. Introduce yourself to key influencers within your network, and start understanding their network as well.

2. Look at who's part of their network, and make sure it's a fit for your brand (i.e. they're potential buyers).

3. Look at tools like Twtrland or PeekAnalytics to understand more about the individual and use tools like TacticsHR to see how they're connected to each other.

4. By continually engaging key individuals, they'll naturally start sharing back, and spread your content.

5. Having a bit of a budget for content syndication, paid influencer outreach, etc., can definitely help.

Shout out to Jake Parent and Jessica Smith for recommending two books to read on the topic of viral content: "Contagious" by Jonah Berger and "Made to Stick" by Chip Heath & Dan Heath.

To learn more about perceived virality, you can check out Daniel's blog post here.

If you'd like to join in on the next #AtomicChat, leave your Twitter handle below in the comments section and we'll end you a Tweet reminder 30 minutes before it begins!

Tags: twitter chat, #AtomicChat, Content Marketing, Daniel Hebert, influence, marketing, viral, virality