Kristin Tynski discusses how today's empowered consumers are bombarded with marketing and avoid push tactics, instead wanting to engage with brands through shareable content. She explains that to succeed, brands must create great content that provides value and encourages sharing by activating emotions like surprise, curiosity and amazement. Upworthy, Buzzfeed and others are exemplified as creating highly viral content through focusing on emotional storytelling around themes of love, perseverance and human moments. The key to true virality is improving factors like shared audience, conversion rate and shares per viewer by seeding content to influencers and leveraging human interest angles.
The Science Behind Viral Content & Reaching the Empowered Consumer
1. KRISTIN TYNSKI, SVP CREATIVE AT FRACTL
THE SCIENCE BEHIND VIRAL CONTENT
REACHING THE EMPOWERED CONSUMER
2. My History
• SVP of Fractl, a boutique content marketing agency that
specializes in creating and promoting viral content.
• 8 Years of viral content marketing experience
• Hundreds of successful campaigns
• Millions and millions of views
• Over this time, I’ve been witness to a revolution in
how audiences and brands interact.
3. Let’s Begin By Acknowledging the Obvious...
• Marketing has fundamentally changed
• Survival means understanding this
change, and adapting
• The good news is that opportunity is
everywhere, if you know where to look
4. Today’s Consumer
• 2/3 on FTC’s Do not call list (Via the FTC)
• 44% of all direct mail goes directly in the trash (via
the EPA)
• 86% of people don’t watch television ads (Via
Deloitte)
• Print ad spending is at an all time low, circulation
is dismal.
• Today’s consumer is most reachable ONLINE
8. The Changing Consumer
• In today’s marketing world, consumers are
BOMBARDED, and they are becoming
increasingly allergic to old-style push
marketing tactics.
• Brand Loyalty can no longer be bought in
the same way, it must now be EARNED.
9. The Empowered Consumer
• Migrating away from old-style push marketing as
they move to digital channels
• Don’t want push marketing to follow them online
• See push marketing as intrusive and ineffective
10. The Empowered Consumer
• Over 50 Million users have
installed adblock on their
browsers and phones.
12. Profile of Today’s Consumer
• More discerning, less trusting
• More empowered/powerful
• Believe marketing and advertising can and
should provide value.
16. Rising Above
If you want to rise above the glut of
content, you must create something
people really want to talk about and
share
Content that is highly shareable is called
“VIRAL”
17. Viral Marketing – Don’t Try to Do it All
Sales
Funnel Usefulness Relative Ease Successful?
Awareness Extremely High Easy All
Interest High Difficult Few
Evaluation High Extremely Difficult Very Few
Commitment High Extremely Difficult Almost no one
Referral High Extremely Difficult Some
*Know your goals, and know what viral can realistically accomplish*
19. What About The Bottom of the Funnel?
Branding
Brand Impressions
Brand Followers
Brand Advocates
Captive Audience
Move Down the Funnel
Search
High Visibility
Social Sharing & Links
Improved Search Ranking
Move Down the Funnel
20. Getting to Viral – What is True Virality?
K = Ratio of the number of new viewers brought in due to the sharing
of each viewer.
21. Defining Viral Factors
Defining Variables
Shared Audience (p)
Conversion Rate (c)
Shares Per Viewer (i)
Total Organic Views
Organic Growth Type
Viral Cycle Time
k = i*p*c
22. Improving the Viral Coefficient – Increasing Shared Audience
Shared Audience (p)
Average number of people
who are exposed to the
content for each share.
23. Improving the Viral Coefficient – Increasing Conversion Rate
Conversion Rate (c)
Percent of shared audience
(p) that are exposed to the
content and then actually
click on it.
24. Improving the Viral Coefficient – Increasing Shares Per Viewer
Shares Per Viewer (i)
Percent of people who see the
content that share it.
26. When the Magic Happens
When you are able to get i,
p, and c high enough, their
product will bring k>1, and
you will see a truly viral
effect.
Notice the exponential
nature of the curve.
Play with the tool featured
here:
http://bit.ly/1lb5crH
27. Success Even When K<1
Nearly all content considered
“Viral”
Doesn’t actually meet the true
definition of viral growth of
having a viral coefficient (k)
greater than 1.
28. Getting to Viral: The Basics
• Simplicity
• Unexpectedness/Surprise/Interest
• Concreteness
• Credibility
• Emotions – Most Important
• Stories
• Seeding (I added this one)
30. Getting to Viral: What Motivates Sharing?
Evolutionary Imperative of Inclusive Fitness – aka: Altruism
Altruism - action of an individual increases the fitness of the group
31. Getting to Viral: The 5 Primary Motivators
New York Times – 5 Primary Motivations for Sharing
33. Improving the Viral Coefficient – Emotions
“In the language of the visual web, when we
share a video or an image, we’re not just sharing
the object, but we’re sharing in the emotional
response it creates.”
- Abigail Posner, Head of Strategic Planning & Agency
Development at Google
34. Improving the Viral Coefficient – Emotions
Evoking emotions is essential in viral content. Why? Because
emotions themselves spread virally as an inherent part of the way
our brains work, a function of mirror neurons.
35. Getting to Viral – Emotions
Not all emotions are created equal. Some are better than others at
improving Shares per Viewer (i). Increasing shares per viewer is the key
To creating a viral effect. High arousal emotions are essential.
38. Getting to Viral – Emotions
Surprise and Interest are the chief emotional
drivers in the New York Times Study.
39.
40.
41.
42. Improving the Viral Coefficient – Emotions
The emotions of the top 50 viral images on Imgur.com last year.
43. What is special about the
emotions of curiosity/interest
and amazement/awe?
44. “By seeing the miraculous in
the mundane, we’re learning
to fall in love with the world
again, to laugh with it, and to
be fascinated by it.”
The Fascinating Familiar
46. Improving the Viral Coefficient – Emotions
Emotional arousal is created and enhanced through empathy.
Empathy is created through human narratives and stories
Most Common Empathy Narrative Themes:
Love
Loyalty
Perseverance and overcoming obstacles
Raw human moments
Making the most out of what you have
Rights of passage
Heroes and selfless acts
Vengeance and villains get what they deserve
Injustices made right
Changes of heart
Human-animal bond
Evolving morality
Nostalgia and Reminiscing
Connection to and importance of nature
47. So who is doing it well?
There are some clear standouts…
48. Improving the Viral Coefficient – Emotions
Leveraging Emotions - Upworthy
Topical Focus:
Community
Diversity
Economy
Entertainment
Gender
Guns & Crime
Health
Immigration
Inspirational
LGBTQQ
Military
Parenting
Politics
Science and Tech
Spanish
Workonomics
55. Putting it Into Practice
Step 1: Defining goals
Step 2: Define messaging
Step 3: Consider the “Made to Stick Formula”
Step 4: Infuse the content you create with strong emotional hooks.
Step 5: Promote and target “Big Seeds”
60. Why did this video work?
500,000+ Views
Major news pickup on The Guardian,
dozens of blogs, major local media
attention & syndication
Emotions activated by this video, look familiar?
64. Find or Create a Place to Curate or Promote Created Content
65. Facilitate the Creation and Sharing of Peak Emotional
Experiences on the Mountain
Make your customers the stars of your own
emotionally evocative productions
66. Facilitate the Creation and Sharing of Peak Emotional
Experiences on the Mountain
• Make your customers the
stars of your own
emotionally evocative
productions
• SnowBird Resort in Utah’s
“First 50” Campaign.
67. Facilitate the Creation and Sharing of Peak Emotional
Experiences on the Mountain
• Make your customers the
stars of your own
emotionally evocative
productions
• Alta Ski Area in Utah’s “On
the Lift Campaign”
68. Utilize the Inherent Awesomeness of the
Mountain and the Industry
• The mountain and the
business can be the content,
if you can bring it out in a
viral way.
• Alta Ski Area in Utah’s “On
the Lift Campaign”
Not all emotions are created equal. Some are better than others at improving Shares per Viewer (i). Increasing shares per viewer is the key to creating a viral effect. High arousal emotions are essential.
In 2011, University of Pennsylvania professor, and viral content theorist Jonah Berger published a paper looking at the role of emotional arousal in sharing
Propensity. He found a correlation not only between psychological arousal, but even physical arousal!
High arousal emotions spur sharing. Especially pleasant high arousal emotions. After all, we usually don’t take joy in making others feel unpleasant.
Lets take a look at the chart…
A potential caveat to this may be that high arousal negative content that sharers feel they are doing a social good by doing so, tend to overcome the
Discount of not wanting to make others sad. In other words, people feel fine about making others feel sad if those they share with would have the
Desire or ability to assist in remedying the sad content in some way. Kony for instance is a perfect example, same with the viral effects that happen
With content around natural disasters.
A study of the most email content from the NYTimes site yielded some Interesting findings.
High arousal emotions predominated. Anger is an interesting Emotion, because it isn’t positive, though there may be reasons why anger outperforms
Other negative high arousal emotional activators.
Here again, a NYTimes based study reveals that Surprise and interest, two high arousal emotions predominate.
While this talk is primarily about emotional activation, it is important to note that Practical utility is a non-emotional sharing driver that seems to
Also be highly activating of sharing behavior.
These are some examples of emotional coded reactions to some of the top 50 images on imgur from last year. We asked 100 participants to identify the emotions that each image made them feel. We then mapped he responses as heatmaps over Plutchicks wheel of emotions.