Every movement begins with a moment.
Sharing content is a way of life in the digital age. People share things to express their personalities, to show they’re first on a trend or to take part in the latest and greatest subject trending across social networks (FOMO). More than 65% of Internet users report they frequently share videos and articles with peers. Considering this substantial statistic, brands are now challenged with breaking through the clutter, hitting the tipping point of virality and converting those eyeballs and shares into purchases.
At the #Contagious panel, Jonah Berger mused about why we share versus how we share. "Rather than technology, we should focus on psychology — why people share in the first place." Focusing on the driving behaviors of why we share will help marketers better understand how we can influence consumers to share, and reshare.
To this point, a major Moxie client recently released a short video on YouTube through a third-party agency for the low-budget horror title, “Devil’s Due.” The devil baby video launched a few days before the film release and incredibly, went viral. The video got coverage from hundreds of outlets and generated more than 15 million views in just a few short days. Despite the success through sharing, however, the video didn’t necessarily move the box office needle. The same holds true for Sony’s “Carrie” coffee shop stunt. Even though the promotional content itself was extremely sharable and gained a lot of traction, the call to action (see the movie) got lost in the delivery. Word of mouth does not a hit movie make.
To close, Jonah shared his rules of viral:
1. Shares, not views – while views are an important KPI, to really judge virality, brands should focus on the shares. Sharing equals brand ambassadorship.
2. Psychology, not technology. It’s not about the new, bright and shiny. It’s about connecting with your core customer where it matters most.
3. Offline AND Online – while online discussion is more measureable, offline is just as important and can help bring your brand to the water cooler. Think about how to bring online into IRL.
As producing popular content will never be an exact science, we should continue to think of why people share the content they share to try and make a connection with the consumer. In advertising, it continues to be our greatest challenge: how to turn action into behaviors.
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