How to win the internet (Or What Makes Content Go Viral)
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Transcript of How to win the internet (Or What Makes Content Go Viral)
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How to win
the Internet
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01 DEFINING
WINNING THE
INTERNET
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• If people click and don’t share= LOSE
• If people share but their friends don’t click= LOSE
• Clickable+ Shareable= WINNING
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Buzz Marketing
Creating excitement and
buildup leading to talk in
the street.
Focus= the talking
about your promotion
Mail, SMS, and Web are
integrated in a multi-
channel campaign
Viral Marketing
Get your audience to do
your marketing for you
Focus= the spreading of
your message
Web is a key element
![Page 5: How to win the internet (Or What Makes Content Go Viral)](https://reader033.fdocuments.us/reader033/viewer/2022042606/54b4a1384a795964428b45a9/html5/thumbnails/5.jpg)
Buzz Marketing
Creating excitement and
buildup leading to talk in
the street.
Focus= the talking
about your promotion
Mail, SMS, and Web are
integrated in a multi-
channel campaign
Viral Marketing
Get your audience to do
your marketing for you
Focus= the spreading of
your message
Web is a key element
![Page 6: How to win the internet (Or What Makes Content Go Viral)](https://reader033.fdocuments.us/reader033/viewer/2022042606/54b4a1384a795964428b45a9/html5/thumbnails/6.jpg)
02 Facts About
Internet Winners
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FACT #1
Most Viral content is usually
OVER 1 MINUTE
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FACT #2
Most Viral Content
occurs in these
Categories
Music
Ads
Politics
Comedy
Animals
Sexy
Tech
Strange
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FACT #3
Winning the Internet is both
science + art
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03 The ART Part
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#1 The Art of Framing
(Packaging)
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11 Words Make All The Difference!
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Don’t Ignore the Share Image
Nobody wants to see your logo on
a facebook post. Nobody.
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# 2 The Art of Contening (the
nutritional value)
“Don’t try to spread
cold butter on bread”
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# 3 The Art of Sharing
10 Strongest reasons People Share
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Where?
Who?
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04 The SCIENCE Part
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THE FIRST 5 SECONDS
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The First 5-7 Seconds
Adidas Misunderstood this and literally
created 5 Second Ads
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What actually worked in the first
5 seconds….
Kmart’s SHIP MY PANTS is one of the most viral ads of all times…
(more than 20 million views so far)
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The last seconds
also matter!
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Think of it as a timeline
CLICK SHARE
STUFF AND THINGS AND CATS
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vs
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AROUSAL HIERARCHY
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VIRAL
EXTREMELY SOCIABLE
EMOTIONAL
MADE FOR TV
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Sharing is Caring
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So…Build an emotional roller coaster
PLAY 1:30- end
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“The ads that scored highest
for sharing motivation gave
viewers multiple reasons
to share.”
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1. Connect with friends about a SHARED PASSION or interest.
2. To help socialize with friends offline.
3. The sharer believes the product or service could be USEFUL to friends.
4. The video promotes a GOOD CAUSE.
5. It's about a current TREND or EVENT.
6. It demonstrates the sharer's KNOWLEDGE and authority about a subject.
7. The sharer wants to be the FIRST TO TELL friends about a subject.
8. To start an online CONVERSATION.
9. Because the video says something ABOUT the sharer.
10.To see what friends THINK.
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Celebrity Endorsement
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TIMING IS EVERYTHING
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The Ultimate Scientific
Formula
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B1X
HEADLINE
CELEBRITY
AROUSAL HIERARCHY
FIRST/LAST SECONDS
LUCK
TIMING
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SEEDING
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Winning the
Internet Checklist
05
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Was the ad well seeded?
Was there a curiosity gap in the title?
Could you use the title to finish this sentence “Hey, did you see the
video of______”
Did the first 5 seconds grab your attention?
Did it make you feel a strong emotion (laughing out loud, crying,
nostalgia)
Would sharing it make you look cool?
Would your mom share it?
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06 Ways You Cannot
Win the Internet
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THIS GUY
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07 POP QUIZ
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Come up with alternative
headlines for this video
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08 Q&A