how to win the internet (or what makes content go viral)
DESCRIPTION
We've all wondered it, we all want it, and all our clients are ready to pay for it. Okay, not all. This is the conclusive no-bullshit report that tells you what makes things go viral, and splits it into ART and SCIENCE. Seriously there's equations in there (full disclosure: part of the equation is LUCK) but nonetheless, there is a strategy to getting your stuff more views and shares.TRANSCRIPT
How to win
the Internet
01 DEFINING
WINNING THE
INTERNET
• If people click and don’t share= LOSE
• If people share but their friends don’t click= LOSE
• Clickable+ Shareable= WINNING
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
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
02 Facts About
Internet Winners
FACT #1
Most Viral content is usually
OVER 1 MINUTE
FACT #2
Most Viral Content
occurs in these
Categories
Music
Ads
Politics
Comedy
Animals
Sexy
Tech
Strange
FACT #3
Winning the Internet is both
science + art
03 The ART Part
#1 The Art of Framing
(Packaging)
11 Words Make All The Difference!
Don’t Ignore the Share Image
Nobody wants to see your logo on
a facebook post. Nobody.
# 2 The Art of Contening (the
nutritional value)
“Don’t try to spread
cold butter on bread”
# 3 The Art of Sharing
10 Strongest reasons People Share
Where?
Who?
04 The SCIENCE Part
THE FIRST 5 SECONDS
The First 5-7 Seconds
Adidas Misunderstood this and literally
created 5 Second Ads
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)
The last seconds
also matter!
Think of it as a timeline
CLICK SHARE
STUFF AND THINGS AND CATS
vs
AROUSAL HIERARCHY
VIRAL
EXTREMELY SOCIABLE
EMOTIONAL
MADE FOR TV
Sharing is Caring
So…Build an emotional roller coaster
PLAY 1:30- end
“The ads that scored highest
for sharing motivation gave
viewers multiple reasons
to share.”
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.
Celebrity Endorsement
TIMING IS EVERYTHING
The Ultimate Scientific
Formula
B1X
HEADLINE
CELEBRITY
AROUSAL HIERARCHY
FIRST/LAST SECONDS
LUCK
TIMING
SEEDING
Winning the
Internet Checklist
05
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?
06 Ways You Cannot
Win the Internet
THIS GUY
07 POP QUIZ
Come up with alternative
headlines for this video
08 Q&A