Did you know that 81% of Americans have a social media profile? And the rest of the world is catching up. Billions of people are on social media, which means businesses cannot afford to not take their social media campaigns seriously. A viral post is the white whale many social marketers hope to find in the creative process. There isn’t an exact science to developing a social media campaign, but there are some ways you can increase your chances of creating viral content that will help you reach a larger audience. Here are a few things to keep in mind:

Consider the Type of Platform You Use Before You Create Your Content

Every social media platform is different and offers tools that you can utilize for content. For example, Instagram includes hashtags, so you may be able to start an online conversation with other users searching for the same hashtags. A lengthy, well-researched post, on the other hand, about the industry would be best served on LinkedIn. Play around with the various social media platforms to see which ones make the most sense for your business and content.

Know Who Your Audience Is

This will tie in to your research on which platforms you decide to use. For example, Snapchat and Instagram users tend to attract younger audiences in comparison to other platforms, and the majority of Pinterest users are women. Social media marketers need to get to know their target audience and determine what they like, what they’re viewing and reading, and what they’ll want to share. They may want to consult real and potential customers to get a better idea of their interests.

Create Original Content

The most viral media campaigns are also the most original. If you are copycatting previous campaigns or including elements your target audience has seen before, it’s less likely your posts will be shared. As you create content, ask yourself if you have seen it before. And try to make it as engaging as possible to encourage viewers to share.

Partner with Experts

Every business person isn’t an expert in social media. If you can’t afford to hire your own in-house team, it may be advantageous to hire professionals. For example, businesses headquartered in the City of Brotherly Love should search for the best social media companies in Philadelphia available to help them deliver original, engaging viral campaigns that will increase exposure and revenue. You can also search for and partner with social media influencers to improve your reach.