19. Curiosity Gap
• Too vague, don’t want to click.
• This is an amazing video!
• Too speciﬁc, don’t need to click.
• Chimpanzee sniffs own butt,
passes out from doing so.
• Just right, compelled to click.
• Adorable chimpanzee does
something rather unexpected.
20. Obama Blasts Obama's Evasive Stance
On Gay Marriage
Obama Says Same-Sex Marriage
Should Be Legal
Now THIS Is Why I Voted
For Barack Obama
50. Facebook Share Button
• The “Like” button isn’t eﬀective.
• Sharing is a much stronger signal than liking.
• Do the extra work and implement a custom
share button using the Facebook Share Dialog
52. Open Graph API
• Learn it. Implement it fully.
• Provide title, description, url, & image meta
tags in your HTML.
• Double-check your implementation using the
• Full integration increases your viral capability.
56. Mobile Traffic
• 29% of all traﬃc in April
• 31% of all traﬃc in October
• Highly viral content sees a higher percentage
of mobile traﬃc
• The most popular mobile browser: the built-in
browser in the Facebook iOS app
60. Aggressive Caching
• Static content should always be cached
• Don’t need powerful servers
• Bypass complicated web frameworks
• Use content-delivery networks
61. A/B Testing
• Use Optimizely to test new features
• Approach new features scientiﬁcally
• Form a hypothesis
• Run an experiment with a proper control
• Trust only statistically signiﬁcant results
• Building in-house experiment framework