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Creating Socialised Content
Most content won’t ever “go viral” 2 hours of video are uploaded to YouTube every second. This includes TV shows, music videos advertising and user-generated content. And your commercial content.
Big Seed Approach Make something beautiful and compelling (i.e. invest heavily in content) Pay for seeding Stagger seeding across multiple channels to reach incremental audience
Incentives Approach Reward or require engagement & pass-along behaviour.
False Scarcity/Early Access Invitation Systems Approach Restricting access can make content more desirable. Make sharing a valuable social action. Most often used by web app vendors.
Big Niche Approach Certain content is just more likely to be shared on the web:Cats & kittens. Star Wars. Apple. Lego. Unicorns. Mashups. Autotune. Trick shots. Infographics. And anything about Twitter will be shared on Twitter.
Face-in-the-Game Approach People want to promote themselves, and they’re prepared to let brands help. Make the content about them, and they’ll share it.
Celebrity content Approach Old Spice combines multiple approaches: Big Seed, Big Niche, and Face-in-the-Game. But don’t underestimate the celebrity content.