4 Effective Tips to Write Viral Headlines

How do you go viral? It’s a question as old as the internet and one that we’re asked constantly. ‘Viral’ is a major buzzword right now, and part of the answer lies in the messaging. But what actually makes a viral headline? Here are our top tips for writing viral headlines that readers and viewers will be physically unable to ignore:

Educate your audience

People are drawn to new and insightful things. Your headline should give the impression that the reader or user will actually gain something from the article. We want to be informed, so use an informative headline to draw people in. Not to go too Kama Sutra, but appeal to your reader’s desires and needs – what would they want to learn more about? An example of this could be ‘How To’ articles, a little like this one, that guide the reader through a step by step process.

Stir up emotion

Trigger words are your go-to. Trigger words, also known as infectious agents (not to be confused with James Bond’s STI test results), elicit an emotional response in readers which often translates into curiosity. Thus these emotions can be provoked through a challenge, promise or a shocking fact/statement. A clever use of words can conjure up a certain imagery or impressions which may intrigue the reader to check out the article. They feel the need to read on to know more.

Remain current

Much like Derek Zoolander, ask yourself: what’s hot right now? What do people care about at the moment? What are people searching for? Cater to the latest trends and topics to ensure people will be driven to your article. Sadly, you can be the best writer in the world, but if you’re writing about things nobody cares about, your article might flop or simply not be read. You need to be in the know and up to date with popular culture. Get Googling, reading newspapers and checking your social media to keep on track with what people are talking about. Tailor your articles and headlines to current trends and stay relevant.

Always remember, curiosity is key

Iggy Pop once said: curiosity killed the cat… but satisfaction brought it back. Not everything Iggy said is good advice for viral marketing, but he was right about this: the curiosity factor is super significant when it comes to writing headlines with the potential to go viral. Pique the interest of your readers, but don’t give too much away. In particular you want to lure your audience by appealing to their curious minds, then deliver appropriate content to fulfil the obligations of the headline. That’s the satisfying part – your readers actually get something out of that one click for a change. As with all the previous pointers, keep asking yourself: how can you relate your headline to your consumer’s needs? What do they want to know more about?

Don’t forget, headlines are subjective

Viral headlines are completely subjective. It’s all down to individual interpretation as to whether the article will be helpful or impactful for them. With this in mind, go for it. Using these four key steps, you’re headed in the right direction for viral success!

Food for thought...

A campaign we recently created which went viral was for The Wildlife Trusts. Here’s a few facts about the results and why we think it did so well. Take note! Upon release, received a tremendous amount of press and media coverage. The campaign was published and posted in 190 publications, including national and international news outlets such as Vogue, The Guardian and The Independent. The Wind In The Willows also contributed to over 7,000 new, paying member sign-ups to The Wildlife Trusts. The campaign has been viewed by millions and shared by iconic figures in the public sphere too.

The campaign ticked all the viral boxes:

1. By being nostalgia-centric, the loveable characters touched the hearts of young and old viewers alike. The campaign stirred up emotions.
2. Climate change and wildlife destruction is a hot topic at the moment, so it touched on an already fiery debate in the media. This way, we remained current.
3. Our narrator, good old David Attenborough, offered various stats to inform viewers; enough to draw them in, but not so much that they’re put off an onslaught of guilt-inducing facts. The campaign was was therefore educational, but not overbearingly so.
4. The Wind In The Willows peaked the public’s curiosity. Wilder Futures gathered so much attention because viewers wanted to know more. A flood of questions washed through social media, with viewers asking things like: is this going to be a real film? What will happen next to the animals? Can these horrors be true?

People backed The Wildlife Trusts’ campaign to rally for a Wilder Future. Now, it’s down to you. What do you want your campaign to be?

Our Creative Agency

At Don’t Panic, we don’t just talk the talk – we’re busy walking the walk too. To see our work, click here, or if you’re after an attention-grabbing campaign of your own, click here.