How to Create Viral Social Media Content: A Guide for Startups and Small Business Owners
In this post, I'm going to share some helpful, actionable tips to grow your social media, breaking it down into STEPPS - an acronym coined by Jonah Berger in his book, Contagious: Why Things Catch On. Mr. Beast is possibly the world's largest YouTuber and has tons of great advice that I'll be blending into the content you're about to read.
You don't have to be a social media pro, and you don't need to overcomplicate it at all. It's actually really simple. I break it down in my Mastering Social Media Blueprint - specifically for YouTube, Instagram, and TikTok. Regardless if you're wanting to grow an online or in-person business, I believe all the tools in this guide will specifically target each and every obstacle in the way of growing your business.
Click Here to Get Your Free Mastering Social Media Blueprint!
1. Social Currency: Help Your Customers Shine
Social currency is about creating content that makes your audience feel smart, special, or part of an exclusive community. Startups and small businesses can leverage this by showcasing unique aspects of their brand, products, or services in ways that empower their audience to share and feel validated.
Actionable Examples:
Exclusive Previews: Share behind-the-scenes content or early access to a new product. For example, a skincare startup could post, “Be the first to try our all-new hydrating serum—DM us for a special invite to our product launch!” By framing this as an insider opportunity, you encourage followers to feel special and valued.
Highlight Success Stories: Feature your customers or clients as part of your content. A small accounting firm, for instance, might post, “See how our client saved $20,000 on taxes this year with our strategies.” This not only validates your customers but also builds trust with potential clients.
Create Challenges or Competitions: Encourage your audience to participate in something exciting. A fitness business could launch a "30-Day Strength Challenge," while offering a small reward or feature for participants who complete it.
MrBeast amplifies social currency by giving his audience opportunities to feel involved in larger-than-life events, like giveaways or challenges. You can adapt this by creating community-driven content or featuring loyal customers in special campaigns that make them feel like stars.
Click Here to Get Your Free Mastering Social Media Blueprint!
2. Triggers: Stay Top of Mind for Your Audience
Triggers ensure that your brand or content remains in your audience’s thoughts. These reminders can be tied to everyday habits, cultural events, or industry-specific cues. MrBeast ensures his content is top of mind by crafting titles and thumbnails that align with common human curiosity and intrigue.
Actionable Examples:
Link Content to Routines: If you’re a café owner, post reminders about your coffee specials during the morning rush. For example, “Need a pick-me-up? Your Monday latte awaits!” connects to your audience’s daily habits.
Use Timely Themes: Align content with seasons or trends. A marketing agency might post, “Here’s how to crush your holiday campaigns this year,” tapping into end-of-year business goals.
Branded Triggers: Develop catchphrases or unique hashtags tied to your brand, such as “#RechargeWithUs” for an energy drink brand. These phrases stick in people’s minds, creating a recurring reminder of your business.
Like MrBeast’s titles (“I Survived 50 Hours in Antarctica”), your content should immediately resonate and stay memorable, creating constant mental associations between your brand and your audience’s needs.
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3. Emotion: Create Content That Connects
Emotionally engaging content is more likely to be shared and remembered. Whether it’s joy, awe, or even nostalgia, tapping into emotions helps you build stronger connections with your audience.
Actionable Examples:
Share Your Brand’s Journey: Tell your startup story. For example, a founder of an eco-friendly clothing line might post, “I started this company in my garage because I couldn’t find sustainable clothes I loved. Here’s where we are now.” This creates a human connection with your audience.
Inspire Awe with Results: Show the tangible impact of your product or service. For instance, a landscaping company might post a dramatic before-and-after video of a transformed backyard with the caption, “Turning this space into a dream oasis—imagine what we can do for you.”
Use Humor: Don’t be afraid to share funny moments from your team or industry. A real estate agent might post, “When the buyer’s budget doesn’t match their Pinterest dream board…”
MrBeast’s content thrives on emotion by delivering jaw-dropping moments, like surprising participants with unexpected prizes. Similarly, build content that exceeds expectations—perhaps offering a bonus discount or an extra tip that makes your audience feel wowed.
Click Here to Get Your Free Mastering Social Media Blueprint!
4. Public: Make Your Brand Visible
If something is visible, it’s more likely to be shared. Social media content that’s easy to replicate, share, or discuss publicly creates a ripple effect, exposing your brand to new audiences.
Actionable Examples:
Encourage User-Generated Content: Invite your audience to share how they use your product. A baking supply company might ask customers to post photos of their creations with a branded hashtag like “#BakeWithUs.” Feature the best submissions to create a feedback loop.
Host Public Challenges: A gym owner could challenge followers to complete 10 push-ups a day for a week and tag their friends. Incentivize the challenge with a small reward for participants.
Show Off Success Stories: Post testimonials or case studies. For example, “How our client boosted sales by 30% using our CRM tool” demonstrates results while promoting your services.
MrBeast’s success lies in creating visible, highly shareable events. A giveaway, for example, isn’t just about the prize—it’s about the story of who wins and how. Startups can replicate this by sharing customer wins or hosting visible, shareable events.
Click Here to Get Your Free Mastering Social Media Blueprint!
5. Practical Value: Solve Problems for Your Audience
People share content that’s useful. If your posts provide tips, hacks, or solutions that directly address your audience’s pain points, you’ll become their go-to resource.
Actionable Examples:
Share Expert Advice: If you run a bookkeeping service, post quick, actionable tips like, “Three tax deductions every small business owner should know.” These posts position you as a valuable resource.
Create Free Tools: Offer downloadable resources like templates, checklists, or guides. For instance, a graphic design studio could provide a free “Social Media Branding Template.”
Solve Common Problems: For a tech startup, create tutorials such as, “How to set up our app in under 5 minutes.”
MrBeast structures his videos around immediate, practical value. Each video delivers on the promise of the title while exceeding expectations. Similarly, your content should not only address your audience’s challenges but also leave them feeling like they got more than they expected.
Click Here to Get Your Free Mastering Social Media Blueprint!
6. Stories: Wrap Your Message in a Narrative
Stories captivate because they’re relatable, memorable, and engaging. Telling your brand’s story helps build trust and loyalty with your audience.
Actionable Examples:
Highlight Your Founder’s Journey: A small business owner might post, “I quit my 9-to-5 job to follow my dream of opening this bakery. Here’s what I learned along the way…” This creates a personal connection with your audience.
Customer Success Stories: A SaaS company could share, “Meet Sarah, a small business owner who saved 10 hours a week using our platform.” This not only promotes your product but also inspires potential customers.
Ongoing Series: Develop episodic content. For example, a restaurant might document their menu development process with posts like, “Day 1: Testing new pizza recipes—vote for your favorite toppings!”
MrBeast’s videos succeed because they tell a complete story, from setup to payoff. Similarly, structure your content to take viewers on a journey, ensuring there’s always a resolution or takeaway that leaves them satisfied.
Click Here to Get Your Free Mastering Social Media Blueprint!
Crafting Hooks That Work for Business Owners
A strong hook captures attention and sets the stage for the value your content delivers. MrBeast emphasizes matching the hook with audience expectations to keep them engaged throughout the content.
Business-Oriented Hooks:
Curiosity-Driven: “The secret to getting more customers without spending more on ads.”
Problem-Solving: “Struggling with cash flow? Here’s how to fix it in 3 simple steps.”
Challenge-Based: “Can your team double productivity in 7 days? Try this hack.”
Results-Oriented: “How we turned $500 into $10,000 in sales—step-by-step.”
Tips for Using Hooks:
Make It Relatable: Frame your hook around common challenges, like scaling a business or increasing revenue.
Promise Value: Ensure the content delivers on the promise of the hook.
Use Visuals: Pair your hook with a strong thumbnail or image that reinforces your message.
Building a Value Ladder for Your Business
A value ladder moves your audience from free, introductory offerings to premium products or services. Each piece of content should guide them toward deeper engagement with your brand.
Value Ladder Example:
Free Content: Share actionable tips in short videos or posts.
Example: “Three simple ways to get more reviews for your small business.”
Lead Magnet: Offer a free resource in exchange for contact info.
Example: “Download our free ‘One-Page Business Plan Template’ to get started today.”
Mid-Tier Product: Sell an affordable product, like an eBook or workshop.
Example: “Sign up for our $25 webinar on mastering local SEO.”
Premium Service: Upsell your core service or product.
Example: “Let us create a custom marketing strategy tailored to your business.”
Final Thoughts
For startups and small business owners, mastering social media is about creating meaningful connections, solving customer problems, and providing value at every step. By applying the STEPPS Framework and incorporating strategies like those of MrBeast—such as crafting strong hooks, building narratives, and exceeding expectations—you can turn your social media presence into a powerful growth engine.
Start small, focus on continuous improvement, and always aim to deliver value. With time and consistency, you’ll create a social media strategy that not only grows your business but also builds a loyal community of customers and advocates.
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