Four Viral Content Criteria

A framework for creating viral short-form video content that consistently gets millions of views by incorporating four key elements.

The Four Criteria for Viral Content

• Novelty

  • Content must be fresh and unique
  • Should stand out from similar content
  • Gives viewers something they haven't seen before

• Uncertainty

  • Creates suspense about the outcome
  • Makes viewers wonder "what will happen?"
  • Example: "I sold everything my family owns - how will they react?"

• Knowledge Gaps

  • Tell viewers you know something they don't
  • Creates curiosity to learn the information
  • Position content as "I did X so you don't have to"

• Complexity

  • Add multiple layers to give people more reasons to watch
  • Don't actually confuse the viewer
  • Drip feed context throughout the video
  • Example: Turn a basic cooking video into "Making gourmet dinner from lunchables because my mom only packed me lunchables as a kid"

Key Implementation Tips

• Start with a basic concept then layer in the criteria

  • Take simple ideas and make them more interesting using the framework
  • Add personal stories to create emotional connection
  • Build in stakes and progression

• Focus on progression and change

  • Story should constantly move forward
  • Avoid stagnant or repetitive content
  • Create sense of building toward something

• Keep it digestible

  • Despite complexity, core concept should be simple to understand
  • Viewer should always know where story is going
  • Balance intrigue with clarity

Measuring Success

• View vs Swipe Away Percentage

  • Average is 70%
  • Good is 80%+
  • Excellent is 85%+

• Retention Rate

  • Aim for 90%+ retention
  • Elite creators target 95%+ retention
  • Shows how engaged viewers are with content