Making Things Viral | NIFTIT
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Transcript of Making Things Viral | NIFTIT
Science of virality
how to make that one thing go viral
NIFTIT!
framing TESTING
data
luck headlines
Pop quiz
A!!
A Journalist Goes Undercover As A Waitress. Guess Which Job Was
Harder?!
B!!
Watch a Diner Waitress Explain to A Wall Street Guy How Money Works
in America!
Which headline produce more clicks?!
Pop quiz
What is virality Shares per View! Clicks per Share! Viral?!
LOW! LOW! Nope!
HIGH! LOW! Kinda?!
LOW! HIGH! Not so much!
HIGH! HIGH! HELL YEAH!!
Your content must be shareable and clickable.!
Why do people share
If you can find that happy medium between entertainment and an emotional connection, you can make some magic happen.!
Anger!
Sadness!
Happiness!Relaxation!
Shareable: “I’m angry yet entertained. I must do something right now.” *click*!
Not Shareable: “Just chill, we’re all gonna die anyways. Humanity is doomed.” *sigh*!
Where do people share
and more…!
Six degrees of viral
Getting your audience to
like.!
Getting your audience to
click and share.!
Getting your audience’s
friends to click.!
Getting your audience’s friends’ friends to like and
share.!
Getting your audience’s friends to
share.!
Getting famous
people to like and share.!
So. How does it work? 1. Content: Find and/or create amazing content.!2. Framing: Optimize content to be really clickable on
Facebook!3. Tech/UX: Optimize your site to be really good at
sharing content back to Facebook!4. Data: Never stop testing!!!
5. Luck: Pray hard. Or capture a unicorn.!
Step 1: EPIC content 1. An Emotional Story !2. A Super Inspiring Meaningful Message!3. The Right Time & The Right Place ( Raw, Honest
Moments)!4. Mind-blowing facts!5. Every good story needs a villain & a hero!
Step 1: EPIC content ¨ An Emotional Story !¨ A Super Inspiring
Meaningful Message!¨ The Right Time & The
Right Place ( Raw Moments)!
¨ Mind-blowing facts!¨ Every good story needs
a villain & a hero!
Step 2: frame all the things
¨ The Share Text!¨ The Headline!¨ The Excerpt!¨ The Share Image!¨ The Tweet!
Step 2: frame all the things
Step 2: frame all the things
UPWORTHY HEADLINES Headlines with “Curiosity Gap”!
1. Too vague? I don’t want to click JUSTIN BIEBER SAID SOMETHING STUPID, AGAIN
2. Too specific? I don’t need to click JUSTIN BIEBER SAYS, “I hate cats so much”
3. Spark curiosity. I want and need to click
you won’t believe what justin bieber said . iT’S HORRIBLE.
Question to self: ¨ Does it leave them wanting
more?!¨ Is it framed to share?!¨ Is it ready to go?!¨ Do we need an A/B test?!
Step 3: A/B TESTING
1. Create two Bit.ly URLs: URL?r=A and URL?r=B!
2. Find 2 cities with similar demographics and populations amongst your fans. Use one Bit.ly on each!
3. Time it. The most Bit.ly clicks
wins!
Your Wall + Bit.ly + Stopwatch + Facebook Targeting!
Step 4: ux baby
1. Website = Gateway to Sharing!2. Test and Adapt!
3. Fix your Share Buttons!
Optimize Prime!
Step 4: ux baby
Step 4: ux baby
Step 4: ux baby
Step 4: ux baby
Step 4: get lucky Virality is tough to predict.!
More content = more chances for huge hit. !
THAT’S ALL, FOLKS
@niftit!