This document discusses 11 ingredients that can make Facebook posts go viral. It provides examples of viral Facebook posts from various brands that utilized ingredients like call to actions, sharing shareable content, reactive storytelling, targeting fun content to specific audiences, using emotion, extreme images, stating opinions, thinking outside the box, appealing to human truths, sex appeal, and offering prizes. The document advocates testing different ingredients to see what makes content stand out and be shared for any given target audience. It was created by Ross Simmonds to provide tips on crafting memorable viral Facebook posts.

1. SPECIAL SAUCE
MEMORABLE FACEBOOK
POSTS
INGREDIENTS
MADE THEM VIRAL
That
AND THE
ROSS SIMMONDS

2. HAVE YOU EVER SPENT
HOURS THINKING ABOUT
A GREAT FACEBOOK POST?

3. We’ve all been there...

4. THEN IT HITS YOU!
THE ADRENALINE IS PUMPING.
THE CREATIVE JUICES ARE FLOWING.

5. YOU PRESS
AND IT’S GONE.

6. YOU WAIT...

7. YOU WAIT SOME MORE...

8. AND YOU WAIT SOME MORE...

9. AND THEN IT HAPPENS…
Your Mom likes this.

10. TODAY, WE’RE GOING TO
TALK ABOUT CRAFTING
VIRAL FACEBOOK POSTS...

11. WHAT SEPARATES
THE BEST FROM
THE REST?

12. - Call to Actions
- Share What’s Being Shared
- Reactive Storytelling
- Targeted Fun
- Emotion Driven
- Extreme Shots
- Show Your True Colours
- Get Outside The Box
- Human Truth
- Sex Sells
- People Love Prizes
THE RIGHT INGREDIENTS
THESE 11 INGREDIENTS
SPECIAL SAUCE

13. BRAND PAGE: EA SPORTS: MADDEN 25
AUDIENCE: YOUNG SPORTS GAMERS
SPECIAL SAUCE: CALL TO ACTIONS

14. Concept: Here’s an evolution of the “This or That” concept placed on Facebook
using a great call to action. People tend to act surprised when I tell them that
people on social media like being told what to do. A good call to action can be
the difference between thousands of clicks and Likes and no interaction at all.
In this post, it says “Like for Von Miller” or “Comment for JJ Watts”
Results: 21,000+ Likes and 100,000+ impressions.

15. BRAND PAGE: OREO
AUDIENCE: PARENTS AND DIY’ERS
SPECIAL SAUCE: SHARE WHAT’S BEING SHARED

16. Concept: Recipes and DIY content has taken the web by storm which can quickly
be seen with a quick glance of networks like Pinterest. Whether we’re talking about
recipes or arts & craft activities, there’s an ongoing thirst for this type of content. In
fact, it’s Recipes and Arts & Crafts that are the most frequently pinned items on Pin-
terest. As such, it’s a great opportunity for brands who have products that can be
turned into DIY projects to build content that is shareable by nature!
Results: 17,000+ Shares, 100,000+ Impressions and 500+ pins on Pinterest.

17. BRAND PAGE: LULU LEMON ATHLETICA
AUDIENCE: GEN-X AND GEN-Y
SPECIAL SAUCE: REACTIVE STORYTELLING

18. Concept: On July 22nd, there were more than 500 brands who shared posts that
were specifically related to the Royal Baby. Some marketers call it Newsjacking – I
call it reactive storytelling. It’s the idea of taking a top of mind story and combining it
with a relevant brand and marketing message. The brand message here isn’t that
strong but the top of mind story is enough to put this post in front of thousands of
people using Facebook.
Results: 900+ Shares, 6,000+ likes and 5000+ impressions.

19. BRAND PAGE: BUFFALO WILD WINGS
AUDIENCE: SOCCER FANS
SPECIAL SAUCE: TARGETED FUN

20. Concept: In this post from Buffalo Wild Wings, the brand recognizes what their au-
dience is interested in and puts a clever yet funny spin on it. At the time of this post,
one of the biggest soccer games was happening and Buffalo Wild Wings created a
funny post that referenced it. This is the act of reactive storytelling but what takes this
post to the next level is their ability to create a funny brand relevant message that res-
onates with their audience.
Results: 15,000+ likes, 500+ shares and 200+ comment.

21. BRAND PAGE: CONVERSE
AUDIENCE: COUPLES
SPECIAL SAUCE: EMOTION BASED

22. Concept: Content that sparks emotion is the single biggest difference between viral
content and flat content. When you share something that brings thoughts and ideas
about love, people associate that content with the people they love. In doing so, they
associate that idea of love with your brand and establish a deeper connection with
your brand. People love, love. It’s that simple. Give them an easy way to show they
care about someone and watch the engagement levels sore.
Results: 89,000+ likes, 5000+ shares, 600+ comments & over 500,000 impressions.

23. BRAND PAGE: REDBULL
AUDIENCE: YOUNG PEOPLE
SPECIAL SAUCE: EXTREME SHOTS

24. Concept: Whether we’re talking about Red Bull Stratos and Skywire or Harry
Houdini and Evel Knievel, people have always been amazed at mind blowing stunts.
The idea of putting it all on the line for a thrill or unimaginable feat is something that
has provided millions with entertainment from generation to generation. Sharing
content that is filled with excitement, risk and thrill is an effective way to create
content worth sharing.
Results: 55,000+ likes, 3500+ shares and over 150,000 impressions.

25. BRAND PAGE: BANANA REPUBLIC
AUDIENCE: LIBERAL AUDIENCE
SPECIAL SAUCE: SHOW YOUR TRUE COLOURS

26. Concept: Making a stand as it relates to what the public sees as political, societal and
controversial topics is something that more and more brands are embracing. In this
post, Banana Republic shares their stance on equality as it relates to marriage. While
the post might turn off some fans, it’s going to have a positive impact among those
who support marriage equality. Those who agree with Banana Republic are going to
share this content as a way to show (1) that they support marriage equality but also
(2) Banana Republic.
Results: 4,000+ likes, 800+ shares and over 20,000 impressions.

27. BRAND PAGE: OREO
AUDIENCE: EVERYONE
SPECIAL SAUCE: OUTSIDE THE BOX

28. Concept: Thinking outside of the box has always been what differentiates the
brands that stand out and those that blend in. If you’re looking to go viral on Face-
book, do something that’s never been done before or that people never deemed possi-
ble. Optical illusions are a great way to spark an increase in both conversation and
shares on your Facebook page.
Results: 4,000+ likes, 800+ shares and over 20,000 impressions.

29. BRAND PAGE: DR. PEPPER
AUDIENCE: SODA DRINKERS
SPECIAL SAUCE: HUMAN TRUTH

30. Concept: A human truth is described by Luke Sullivan as ‘central truth’ about your
whole product category. For example, hair coloring isn’t about looking younger. It’s
about self-esteem. Cameras aren’t about pictures. They’re about stopping time and
holding life as the sands runs out. When we can tap into human truths that are often
overlooked, we have the ability to connect on a deeper level with our audience and
drive shares.
Results: 15,000+ likes, 1300+ shares and over 100,000 impressions.

31. BRAND PAGE: AXE ANGELS
AUDIENCE: YOUNG MEN
SPECIAL SAUCE: SEX SELLS

32. Concept: Sex sold in the 1900’s and it continues to sell today. In a study led by a re-
searcher at Arizona State University found that thinking about mating can signifi-
cantly influence people’s decisions about spending and giving.The visual above in-
jects both a bit of humour and sex into one post giving it double the power to be
shared by thousands on Facebook.
Results: 19,000+ likes, 2400+ shares and over 150,000 impressions.

33. BRAND PAGE: SKITTLES
AUDIENCE: FACEBOOK USERS
SPECIAL SAUCE: PEOPLE LOVE PRIZES

34. Concept: Have you ever seen one of your friends share a post that gave them a
chance to win a $50 Costco card? If not, don’t worry, sooner or later you will and you
should know in advance that it’s probably a scam. That said, as a brand, you can use
this knowledge of prize addiction to understand the fact that people really do love to
win prizes. This is especially true if the prize is as unique or compelling as a Skittles
vending machine.
Results: 12,000+ likes, 6000+ comments and over 100,000 impressions.

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YOU DON’T NEED A
MILLION DOLLAR
BUDGET TO CREATE
VIRAL STATUS
UPDATES.

36. These 11 ingredients are
consistently used by large
Fortune 500 brands to small mom
and pop shops on the verge of
making it big and everything
in between.
- Call to Actions
- Share What’s Being Shared
- Reactive Storytelling
- Targeted Fun
- Emotion Driven
- Extreme Shots
- Show Your True Colours
- Get Outside The Box
- Human Truth
- Sex Sells
- People Love Prizes
THE RIGHT INGREDIENTS

37. IT’S CREATIVE THINKING AND AN
UNDERSTANDING OF YOUR TARGET
AUDIENCE THAT WILL HELP YOUR
CONTENT STAND OUT.

38. LOOKING FOR MORE WAYS
TO STAND OUT?
CHECK OUT MY CONTENT
MARKETING GUIDE SCHEDULED
FOR RELEASE FALL 2013:

39. SPECIAL SAUCE
BROUGHT TO YOU BY
ROSS
SIMMONDSWWW.ROSSSIMMONDS.COM

40. THANK YOU FOR WATCHING
THE END