CM Summit (May 15, 2012)

1. This Title Matters More
Than My Talk
or, The Completely Obvious, Almost Always
Overlooked Secret To Virality
Peter Koechley
Co-founder and Curator-in-Chief, Upworthy
@peterkoechley | peter@upworthy.com

2. The
Motto

4. Virality in one equation
Shareability Clickability
of the
content
x of the
packaging
= Virality

5. Virality in one equation
Shareability Clickability
of the
content
x of the
packaging
= Virality
Way easier to optimize

6. What headlines work best?

7. What headlines work best?
Obama Blasts
Obama Says Now THIS Is Why
Obama's Evasive
Same-Sex Marriage I Voted For
Stance On Gay
Should Be Legal Barack Obama
Marriage

8. Two Case Studies, Both
Featuring 3-Minute Long
Gay Marriage Videos

10. • Zach Wahls Speaks
About Family
(~1M views)

11. • Zach Wahls Speaks
About Family
(~1M views)
• Two Lesbians Raised
A Baby And This Is
What They Got
(~15 million views)

13. • The PERFECT Argument For
Gay Marriage
• Watching This Video Is Like 10
Years In Therapy
• They Fight. They Love. They
Live. Also, They’re Gay.
• If This Makes You
Uncomfortable, You Make Me
Uncomfortable

14. WINNER:
• The PERFECT Argument For
Gay Marriage
• Watching This Video Is Like 10
Years In Therapy
• They Fight. They Love. They
Live. Also, They’re Gay.
• If This Makes You
Uncomfortable, You Make Me
Uncomfortable

15. The Top Five
140-Character Conclusions
From This 10-Minute Talk
(@peterkoechley)

21. Want to follow up?
@peterkoechley
peter@upworthy.com