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!