This young tech company is making waves with custom-made content that caters to much broader audiences than its competitors.
Content, content, content. Our social media feeds are drowning in content pumped out by pages and organisations scrambling to capture our attention in the crowded online sphere. Much of it is forgettable, banal or worse, intrusive.
As such, it’s become almost second nature for us to scroll past, swipe away and sail by what we perceive as unreliable content. Nevertheless, there are some pages that cut through the noise and resonate with followers and subscribers. These pages bridge generation gaps. They inspire groundswells of discussion and chains of humourous interactions. In short, they go viral.
Social media sites such as Facebook may have started as platforms for younger people to connect with each other, but they are now used regularly by those of all age demographics. In spite of this, however, most major players producing content for distribution across social media still target their output at a younger audience. Overwhelmingly so, and to the detriment of more mature audiences who are looking to engage more and more online.
With this in mind, social media entrepreneurs Ryan Williams, Andrew Trotman and Matthew Thomas combined forces to create It’s Gone Viral in 2016. The company has amassed staggering numbers of views and subscribers and become well-known for its custom-made content that caters to much broader audiences than its competitors.
“A two-pronged approach to content production has enabled It’s Gone Viral to achieve billions in video views and an ROI of 200 per cent a month.”
In its first year, the trio garnered more than a million likes on Facebook (this number is now close to 3 million) and are growing much quicker than their peers in the social media content sector. Furthermore, It’s Gone Viral boasts the highest engaged page on Facebook in the UK for ratio of followers to the amount of interaction each of their posts receive.
“It’s been an amazing couple of years,” says Ryan. “I can’t believe how quickly we’ve grown and are still growing. I really believe it’s down to the content we post that resonates with our follower base.”
The content put out by It’s Gone Viral is a mixture of funny, informative and educational, often with a nostalgic bent that helps to improve its appeal to older audiences as well as keeping its younger user base engaged.
Having started out with just three employees, the company has grown to nine members. The growth has been such that it is looking to move into offices in Manchester – a hub of the industry and home to MediaCityUK.
The success of It’s Gone Viral can also be attributed to the guarantees its online presence affords to companies looking to ensure their service or products go viral, offering excellent marketing exposure for brands. This, combined with its dedication to analysing and engaging with its follower base to ascertain the most enjoyable, relatable content for them, ensures a quality of content that eschews clickbait and sensationalised news.
In order for us to stand out from the rest, we have to be wary of the changing trends of Generation Z, and how they consume their media
Instead, It’s Gone Viral focuses on producing top-quality fun videos that occasionally feature advertising embedded within them. This two-pronged approach to content production has enabled It’s Gone Viral to achieve billions in video views and an ROI of 200 per cent a month.
Given the ubiquity of social media, there are multitudes of companies trying to emulate this kind of success, and all the signs point to market saturation. Furthermore, platforms such as Facebook are likely to increasingly decline the power of organic reach so they can encourage companies to pay for adverts.
“It’s vital for us to remain creative, innovative and inventive,” says Andrew. “In order for us to stand out from the rest, we have to be wary of the changing trends of Generation Z, and how they consume their media.”
Despite enjoying a rich purple patch of expansion right now, It’s Gone Viral is looking to the future, with a shift towards social responsibility and collaboration with other companies on important social issues. With the industry evolving at a rate of knots, this kind of social engagement will be vital for It’s Gone Viral to continue its upward trajectory in the years to come.
For more information, visit itsgoneviral.com