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Being Shareable: The Ingredients to Inherently Viral Content
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#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
[email protected] • @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
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Facts About What Goes Viral
People love quizzes
People love images
People love lists
Other insights from BuzzSumo/OkDork Analysis:
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Captivology
The Science of Capturing People’s Attention
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Captivology
1. Automaticity
2. Framing
3. Disruption
4. Reward
5. Reputation
6. Mystery
7. Acknowledgement
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Let’s Get Emotional
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Emotional Value of Headlines
www.aminstitute.com/headline
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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
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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!
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Holy Smokes Public Relations
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Holy Smokes Social
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Holy Smokes Integrated
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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
