By now most of us have heard of goat yoga, the animal-snuggling fitness sensation that has taken the nation by storm. But how did it become a craze seemingly overnight?
Viral content is a delicate creature. There’s no specific formula to make a piece of content or an idea explode in popularity. Going viral happens organically. Although there isn’t necessarily a method to the madness of creating viral content, there are some themes that tend to make certain types of content trendier than others.
Take the goat yoga example at hand. We’ve identified three key reasons namaste-ing with hooved pals has become quite the rage:
- It’s quirky. People love goats. People love yoga. What people didn’t know is that they would love them together. Goat yoga simultaneously created a need and then filled that void with this unique solution for animal lovers and yogis alike. There’s a certain infatuation with the unusual. It hadn’t been done before, and it’s undoubtedly a peculiar concept. Different and desirable. It’s a novel idea.
- It’s visual. Goat videos have been a thing for a while. But watching goats nibble, snuggle and prance amidst a yoga class takes these goat videos to another level. And who wouldn’t find a photo of an upward goat on a downward dog at least slightly entertaining? Talk about limitless possibilities for user-generated content! Goat yoga has a definite sense of visual appeal and a degree of simplicity that lends itself to being easily understood. Simple content that is visually appealing and instantly recognizable makes it easily shareable. And share-ability is key to fueling the viral fire and word of mouth.
- It’s joyful. Viral content typically evokes emotion. As many participants and social media onlookers have noted, goat yoga is a welcome positive distraction from the daily stresses of life. At its surface, goat yoga is about connecting to animals and nature. At its core, goat yoga is about bringing people joy. While it’s therapeutic for some, it’s also a fun experience that yields laughter and happiness. Goats are amusing and spontaneous. In today’s world of seemingly impenetrable negativity, a ray of positivity goes a long way.
From a marketing perspective, although there are no guarantees for gaining a viral outcome, creating content that is unique, visual and emotional can help drive the results your clients or brand is seeking.