13 Ways to Make Something Go Viral Colleen Callinan BuzzFeed

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Do you know which “Friends” character is your soul mate or which fashion decade you belong in? If you do, chances are, you know all about BuzzFeed, the news and entertainment company designed for the social web.

Colleen Callinan, Sales Director at BuzzFeed will give you insider tips on how BuzzFeed creates sharable content. From headlines that get you to click and read more to quizzes and content that you can’t help sharing, the session will show you how to create viral content.

Published in: Marketing, Technology, Business

13 Ways to Make Something Go Viral Colleen Callinan BuzzFeed

  1. 1. 1 Social Media Masters Summit Colleen Callinan Sales Director @cecall
  2. 2. 2
  3. 3. 3 150+ MILLION *Google Analytics SOCIAL 75% of visits from social* 50% of visits from mobile* 85% coming to find content to share Monthly Readers MOBILE SUPERSHARERS BuzzFeed creates content that people want to SHARE.
  4. 4. THREE things we know to be true. 4
  5. 5. 5 #1 Mobile is the Future 7
  6. 6. Mobile is the Web You can’t go viral if your content can’t be viewed and shared on the mobile web 6 #2 Social is Mobile
  7. 7. 7 1970 2013 #3 Leisure Content Has Changed
  8. 8. 8 What Gets Shared
  9. 9. 9 Make content you would be proud to share
  10. 10. 10 Cute animals deserve respect
  11. 11. 11 Humor is inherently social
  12. 12. 12 Nostalgia is too
  13. 13. 13 Have a heart
  14. 14. 14 Content is about identity
  15. 15. 15 DIY
  16. 16. 16 Capture the moment
  17. 17. 17 Plan to be spontaneous
  18. 18. 18 Be yourself, don’t fake it
  19. 19. 19 Don’t post things people are embarrassed to share.
  20. 20. There’s an Art & Science to creating great content
  21. 21. 21 dashboard of Fortune 50 client SOCIAL LIFT SOCIAL VIEWS SEED VIEWS TOTAL VIEWS DAILY REACH & ENGAGEMENT 1.4X 52K 132K 184K Seed Views 4,000 3,000 2,000 1,000 0 Social Views We’re Obsessed With Data
  22. 22. Content Behaves Differently on Different Platforms Post Age (hours) Views 20 40 60 80 100 120 140 160 180 Post Age (hours) Views 20 40 60 80 100 120 140 160 180 Post Age (hours) 20 40 60 80 100 120 140 160 180 22
  23. 23. 23 If content is social, ads can be too.
  24. 24. 24 Like good TV ads, social ads... • Are not heavy-handed • Involve people emotionally • Tell a story
  25. 25. Glade 25
  26. 26. Quaker 26
  27. 27. 27 GE
  28. 28. Objective 28 Build excitement, awareness, and purchase intent for the launch of Taco Bell Loaded Grillers. Local Scientology Center Brazilian Waxing Salon Jail Approach Create custom social posts and a share bar integration around the theme of “not sharing” your Loaded Grillers. 10 Foursquare Check-Ins That Probably Shouldn’t Be Shared BuzzFeed Case Study
  29. 29. Social Advertising Works 29 These lifts on purchase intent shows that advertising on BuzzFeed works. And it works even better when received through word-of-mouth. “I can’t wait to try Loaded Grillers from Taco Bell.” via seed via social
  30. 30. 30 Key Takeaways Social content is an art & science People share things that they connect with emotionally You don’t always know which ideas will spread You need to experiment And have some fun...

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