Being Shareable: The Ingredients to Inherently Viral Content

Being Shareable: The Ingredients to Inherently Viral Content

+

#ShareabilityWebinar

#ShareabilityWebinar

Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers.

About Spendsetter

Marketp

#ShareabilityWebinar

Jason Falls • SVP of Digital Strategy, Elasticity Author, Speaker, Social Media Expert

Jason@JasonFalls.com • @JasonFalls

#ShareabilityWebinar

Agenda

• What is Shareability?

• Facts About What Goes Viral

• Captivology

• Emotional Value of Headlines

• Steps to Making Content Shareable

• The “Holy Smokes” Element

• Q&A

#ShareabilityWebinar

What is Shareability?

1. The state or property of being able to be shared. 2. A theory in social psychology that examines the

extent to which information can be shared.

Noun

Shareability actually has two definitions:

#ShareabilityWebinar

Facts About What Goes Viral

• BuzzSumo analyzed over 1M articles shared over 8 months

• Studied emotions posts evoked • Looked at image use/non-use • Reviewed length of posts, day of

week, time of day • Analyzed influencer impact

#ShareabilityWebinar

Facts About What Goes Viral

Awe (25%)

Anger (6%)

Laughter (17%)Amusement (15%)

Joy (14%)

Empathy (6%)

Sadness (1%)Surprised (2%)

Other (15%)

#ShareabilityWebinar

Facts About What Goes Viral

0k

4k

7k

11k

14k

All Content List Infographic How to Article What Post Why Post Video

#ShareabilityWebinar

Facts About What Goes Viral

0k

750k

1,500k

2,250k

3,000k

0 1 2 3 4 5

2,776

1,5881,405

1,210

930

706

Average Share Based on Number of Influencers who Shared It

Average Shares

#ShareabilityWebinar

Facts About What Goes Viral

People love quizzes

People love images

People love lists

Other insights from BuzzSumo/OkDork Analysis:

#ShareabilityWebinar

Captivology

The Science of Capturing People’s Attention

#ShareabilityWebinar

Captivology

1. Automaticity

2. Framing

3. Disruption

4. Reward

5. Reputation

6. Mystery

7. Acknowledgement

#ShareabilityWebinar

Let’s Get Emotional

#ShareabilityWebinar

Emotional Value of Headlines

www.aminstitute.com/headline

#ShareabilityWebinar

Build the Foundation

1. Ensure the page content has easy share buttons for the networks relevant to your audience

2. Ensure any visual content has easy share buttons for the visual networks relevant to your audience

3. Share your content yourself, on multiple networks, in multiple ways

4. Present sharing as a call-to-action

#ShareabilityWebinar

Paint the Walls

1. Think visually with your posts

2. Customize your images for sharing on different networks

3. Create “headline” graphics to point back to content on visual networks

4. Create embed codes for any custom graphics, encouraging others to use them

#ShareabilityWebinar

Add the Pizazz

1. Add a “Holy Smokes” element

2. Write a fantastic headline

3. Look for the perfect graphic

4. Test your content

#ShareabilityWebinar

Holy Smokes!

#ShareabilityWebinar

Holy Smokes!

#ShareabilityWebinar

What will make your audience say, “That is awesome!?”

Do THAT. A lot.

- Me. Just now.(Tweet that!)

Holy Smokes!

#ShareabilityWebinar

Holy Smokes Public Relations

#ShareabilityWebinar

Holy Smokes Social

#ShareabilityWebinar

Holy Smokes Integrated

#ShareabilityWebinar

Holy Smokes Integrated

Results • 256 millions total impressions

• 91 major national media hits

• 43,700 visits to the Facebook app

• 157,000 separate points of engagement

• Most tax returns filed in a single year

• Competitor Intuit acknowledged HRB’s aggressive outreach to a younger demographic in their earnings call

#ShareabilityWebinar

Add the Pizazz

1. Add a “Holy Smokes” element

2. Write a fantastic headline

3. Look for the perfect graphic

4. Test your content

www.spendsetter.com hello@spendsetter.com

www.jasonfalls.com @JasonFalls