adam harrell - creating content that spreads
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Bună dimineața!@adamdharrell #rockitmoldova
Everyone is a publisher.
1999: 80 billion photos
2015: 3 trillion photos
Content is eating the world.
Attention is our most scarce resource.
The only factor becoming scarce in a world of abundance is attention."
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Kevin Kelly - New Rules for the New Economy
How do you make your message spread in today’s hyper competitive media
environment?
What do people share & why?
Content that inspires high-energy emotions like anger, awe, or anxiety are shared more than content that inspire low-energy emotions like sadness.
If you want your content to spread, it has to evoke a strong emotional response
Long form content is more likely to be shared than
short-form content.
High quality long form content is your best weapon.
Content that has a practical utility is shared more than
any other kind.
EgoAltruism
Why People Share Useful Content
Altruism
They found it useful and want to help others they care about.
EgoThey want to appear smart and in the know.
Useful content will always find an audience.
If you are a person who buys the states’ rights argument … or you fly the rebel flag in your front yard … or you still think women look really nice in hoop skirts, we politely suggest you find other amusements on the web. The Bitter Southerner is not for you."
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Chuck Reece - Editor, Bitter Southerner
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Day 1 6 Months 12 Months 24 Months
Bitter Southerner Growth Rate
Don't be afraid to have a strong and unique point of
view about the world.
Lets talk about things going "Viral."
There are two types of virality.
The first type is a viral meme.
The second type is when something is engineered viral.
Sharing is built into the idea itself.
$50,000,000 raised.
Why & How?
Sharing was an integral part of participating in the
campaign.
It was the perfect way to get attention while appearing
charitable.
There was social pressure to accept when you got
challenged.
Think in terms of campaigns. Not content.
At the heart of all great campaigns are
stories well told.
What if you don't have an interesting story?
Word of mouth is the best way to make your story
spread.
In the modern world, only remarkable things
get talked about.
Don't just limit yourself to digital.
Find creativity within constraints.
Several years ago a ghostly, glassy-looking man, with a big stomach as taut as a drum, came to a doctor’s office in the city. He said, ‘Doctor, I have come to have you remove a monkey that was put in my belly."
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Gabriel Garcia Marquez - El Espectador
Some final advice from someone smarter than me.
Use the time of a total stranger in such a way that he or she will not feel the time was wasted."
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Kurt Vonnegut – Author