SlideShare a Scribd company logo
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
The



Motto
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
Virality in one equation

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

Shareability       Clickability
   of the
  content
               x      of the
                   packaging
                                  =    Virality




                           Way easier to optimize
What headlines work best?
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
Two Case Studies, Both
Featuring 3-Minute Long
 Gay Marriage Videos
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
•   Zach Wahls Speaks
    About Family
    (~1M views)
•   Zach Wahls Speaks
    About Family
    (~1M views)

•   Two Lesbians Raised
    A Baby And This Is
    What They Got
    (~15 million views)
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
•   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
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
The Top Five
140-Character Conclusions
 From This 10-Minute Talk
    (@peterkoechley)
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)
Want to follow up?

  @peterkoechley
peter@upworthy.com

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This Title Matters More Than My Talk, Speaker — Peter Koechley (Upworthy)

  • 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
  • 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
  • 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

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