How Do You Harness Viral Content Creators Without Triggering Brand Safety Issues?

by Sorilbran, Marketing Team at The Shelf

Social media, right? It’s alive with a whirlwind of trends and viral sensations. Which means… simply sticking with traditional influencer tactics may not cut it anymore. If you want your brand to pop and grab attention (and in the process get your messaging and product seen and remembered), it’s time to tap into the magic of viral content creators.

I know. I know. You’re a little reluctant. Because what about brand alignment 🤔 and brand safety? Both valid concerns. But content creators, with their fresh, unconventional ideas, hilarious skits, and visually striking content, are your ticket to elevating your brand’s visibility and engagement.

Embrace the Power of Viral/Interest Graph Content Creators

Viral content creators—those who specialize in the weird, the out-of-the-box, and the feverishly entertaining—are the rock stars of the digital world. These creators are experts at producing content that captivates audiences and keeps them scrolling. I liken them to the commercial jingle back in the day. Not every commercial jingle ended up being a melodic value prop (although a commercial jingle is the reason I know exactly what’s on a Big Mac). Many of them were just catchy as heck. That’s akin to what you get with viral content creators who specialize in making what we call Interest Graph content.

Interest Graph content is all about tapping into what people are genuinely interested in—those quirky passions and hobbies that make them tick. Instead of just pushing a brand’s message or sticking to a specific aesthetic, this kind of content dives into what people are already excited about, making it more engaging and shareable.

Here’s why Interest Graph content is a game-changer:

1. It’s Super Engaging: It grabs attention by connecting with what people care about, rather than just sticking to a brand’s script.
2. It Can Go Viral: Since it resonates with personal interests, it’s more likely to get shared and spread quickly.
3. Algorithm-Friendly: Platforms like TikTok and YouTube love content that keeps users hooked, and that often means content that taps into trending topics or niche interests.
4. Feels Authentic: Instead of pushing a product directly, it creates fun and relatable content that naturally introduces the brand.

So, Interest Graph content is all about making stuff people actually want to see and share, which helps boost your brand’s visibility in a way that feels real and exciting. 

But... Why Even Bother? 

According to Data Reportal’s 2024 Global Digital Overview, YouTube and TikTok are the top platforms for video consumption, even surpassing traditional streaming services like Netflix.

The magic of viral content lies in its ability to generate high organic views (hello, fall 🍂awareness campaigns). The algorithms running the feeds on social media platforms love content that’s engaging because it keeps users on the app. This means your brand can potentially reach millions of eyes without spending a fortune. Plus, viral content often gets consistent views, making it a reliable choice for increasing brand awareness. 👀

Maintain Brand Safety Through Smart Partnerships

You might be wondering, “How do I work with viral creators without risking my brand’s reputation?” The answer lies in being strategic about your collaborations.

While it used to be important to find creators who matched your brand’s values and aesthetic, the game has changed. For top-of-funnel awareness campaigns, the focus should shift away from your messaging and brand look. At this stage, most people aren’t invested enough to care about those details.

Instead, prioritize safety by thoroughly vetting potential partners. Look at their past content, understand their audience demographics, and check their engagement rates. Setting clear guidelines for content creation is also crucial. This ensures creators know what’s expected of them, while still allowing them the creative freedom to produce the entertaining and viral content their followers love.

Balance Entertainment with Brand Messaging

One of the biggest advantages of working with viral content creators is the opportunity to integrate your brand in a subtle yet impactful way. Unlike traditional methods that focus heavily on direct product promotion, viral content allows for more organic brand placements.

Snapchat’s recent research revealed that younger consumers can recall brands from seeing ads for less than two seconds. This means you don’t need to force your product into every piece of content. Instead, focus on creating a positive association with your brand through entertaining and engaging content.

For example, a creator might showcase your product in a fun and creative way that fits seamlessly with their content. This approach not only enhances brand recall but also aligns with the creator’s unique style, ensuring that your brand remains relevant and engaging.

Preserve Exclusivity Without Sacrificing Reach

Brand exclusivity doesn’t have to be sacrificed for the sake of viral reach. To maintain exclusivity while working with interest graph creators, consider the following strategies:

• Selective Collaborations: Partner with a select group of creators who can deliver high impact without saturating the market. This approach helps preserve the exclusivity of your brand while maximizing exposure.
• Customized Content: Work with creators to develop unique, branded content that stands out from typical influencer posts. This can include limited-edition promotions, exclusive behind-the-scenes looks, or custom challenges that resonate with both the creator’s audience and your brand’s image.
• Controlled Distribution: Manage the distribution of your content carefully. It’s not about being everywhere - it’s about being where your audience spends the most time and is the most engaged. By controlling where and how your content appears, you can ensure that it reaches the right audience while maintaining a sense of exclusivity.

Measure Success and Adapt

Finally, it’s essential to measure the success of your campaigns and adapt as needed. Track key performance indicators (KPIs) such as engagement rates, brand recall, and overall reach. Use these insights to refine your strategy and make data-driven decisions for future campaigns.

Conclusion

In conclusion, harnessing viral content creators can significantly boost your brand’s awareness without compromising on brand safety and exclusivity. By strategically selecting creators, balancing entertainment with brand messaging, and preserving exclusivity, you can achieve impressive results while staying true to your brand’s core values.

So, are you ready to embrace the power of viral content and elevate your brand’s presence in the digital world? Let’s get creative and make your brand the next big thing!