Socialised Content
8
Creating Socialised Content
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Transcript of Socialised Content
Creating Socialised Content
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Most content won’t ever “go viral”
2 hours of video are uploaded to YouTube every second.
This includes TV shows, music videos advertising and user-generated content.
And your commercial content.
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Big Seed
Approach
Make something beautiful and compelling (i.e. invest heavily in content)
Pay for seeding
Stagger seeding across multiple channels to reach incremental audience
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Incentives
Approach
Reward or require engagement & pass-along behaviour.
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False Scarcity/Early Access Invitation Systems
Approach
Restricting access can make content more desirable.
Make sharing a valuable social action.
Most often used by web app vendors.
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Big Niche
Approach
Certain content is just more likely to be shared on the web:
Cats & kittens. Star Wars. Apple. Lego. Unicorns. Mashups. Autotune. Trick shots. Infographics.
And anything about Twitter will be shared on Twitter.
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Face-in-the-Game
Approach
People want to promote themselves, and they’re prepared to let brands help.
Make the content about them, and they’ll share it.
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Celebrity content
Approach
Old Spice combines multiple approaches: Big Seed, Big Niche, and Face-in-the-Game.
But don’t underestimate the celebrity content.
