The document discusses how the landscape of influence is evolving, particularly regarding audience engagement and content sharing. It identifies six key 'weapons of influence' and highlights major trends such as authenticity, commitment, and relatability as vital for content creators. The focus is on connecting with audiences in a genuine and human manner, deviating from traditional polished branding to foster deeper engagement.

1. the future of influence
how the audience, content + media is changing how and why we share
by Tara @missrogue Hunt
Truly Social Inc.

2. thousands of years

3. hundreds of years

4. 50 years

5. one day to get 50 million views

6. WHY?

7. HOW?

8. but can we reverse engineer this into another viral hit?

9. https://www.flickr.com/photos/supernintendo_chalmers/3827043121

10. content that spreads has similar characteristics…
HOWEVER

11. content with similar characteristics doesn’t always spread.

12. – science + lots of studies
“There is no singular, typical
way in which ideas become
popular.”

14. https://www.flickr.com/photos/jeffeaton/6586676977
viral

15. HOW

16. WHY?

17. audience media content
random
chance

18. audience

19. 6 weapons of influence:

20. 1.reciprocity
2.consistency
3.social proof
4.liking
5.authority
6.scarcity

21. 1.reciprocity

22. the practice of exchanging things with others for mutual benefit

23. “Thanks Tim!”

25. 2.consistency

26. https://www.flickr.com/photos/markklotz/6315857220
the desire to remain committed to one’s word or ideals.

27. “CONFIRMATION BIAS”

29. 3.social proof

30. looking to other people to help us make up our minds.

31. http://howardznotes.com/2014/11/29/information-cascade-and-stock-market-bubbles/
information cascade
a social chain reaction in which people share stuff because everyone else is.

32. 4.liking

33. the more we like someone, the more we trust them.

36. 5.authority

37. leveraging expertise or existing influence to spread a message.

38. 6.scarcity

39. creating the perception of a shortage of time or supply.

41. the ‘weapons’ of influence haven’t changed

42. content

45. relatability
authenticity
intimacy
engagement <- reciprocity
<- consistency
<- liking
<- liking
social proof

46. authority
scarcity
“the new authority is authentic personal experience”
“the new scarcity is attention”

47. LOLZ

48. 3 major content trends:
authenticity
commitment
relatability

49. authenticity

50. this is you
this is your
audience
❤

51. traditional industry focuses on…
high level production
actors
multiple camera angles
polish + perfection
HD cameras
branding
cool b-roll
stuffy scripts
“brand consistency”

52. cold + inauthentic

53. human + intimate

54. the new creators focus on…
talking directly to the audience
using colloquial language
being passionate about your subject matter
being excited about your subject matter
being vulnerable
being human + not worrying too much about mistakes

55. https://www.flickr.com/photos/28376875@N07/8659290426
commitment

56. seasons
campaigns

58. if you want an audience to commit to you, you need to commit to
your audience.

59. relatability

60. the rise of the niche

61. mass
one-size fits all

63. white, straight, english-speaking,
anglosaxon male

64. people want content that speaks to their experience.

65. authenticity
commitment
relatability

66. media

72. 1.8billion
pieces of content on Facebook.

73. 500million
tweets.

74. 85million
photos and videos posted to Instagram.

75. 300thousand
new videos uploaded to YouTube.

76. DAILY(that’s a lot of noise to break through)

77. be relatable.

78. commit to the long term.

79. be authentic.

80. https://www.flickr.com/photos/alant79/10307934023
your ability to influence is directly
correlated with your ability to connect
with your audience.

81. thank you.

82. "Before Timeline and tweets, before a blog was called a blog, before anyone
even knew what a web browser was, Tara Hunt was there. Often labeled a
pioneer of online and social marketing, the Canadian has been an observer
of the realm's development and a force in influencing it."
- Entrepreneur Magazine, 2013
@missrogue
youtube.com/tarahunt
Truly Social Inc.
Truly Social Inc. helps small and mid-sized businesses
become creators. From defining the audience to developing a
unique show strategy to helping you find your voice to getting
you up and rolling and well on your way to growing your
audience, TSI is your helpful creator sidekick.
Toronto, ON
www.trulysocial.ca / www.tarahunt.com
647-992-2951