the future of influence - how the audience, content + media is changing how and why we share

the future of influencehow the audience, content + media is changing how and why we share

by Tara @missrogue Hunt Truly Social Inc.

thousands of years

hundreds of years

50 years

one day to get 50 million views

WHY?

HOW?

but can we reverse engineer this into another viral hit?

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

content that spreads has similar characteristics…

HOWEVER

content with similar characteristics doesn’t always spread.

– science + lots of studies

“There is no singular, typical way in which ideas become

popular.”

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

viral

HOW

WHY?

audience media content

random chance

audience

6 weapons of influence:

1.reciprocity

2.consistency

3.social proof

4.liking

5.authority

6.scarcity

1.reciprocity

the practice of exchanging things with others for mutual benefit

“Thanks Tim!”

2.consistency

https://www.flickr.com/photos/markklotz/6315857220

the desire to remain committed to one’s word or ideals.

“CONFIRMATION BIAS”

3.social proof

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

http://howardznotes.com/2014/11/29/information-cascade-and-stock-market-bubbles/

information cascadea social chain reaction in which people share stuff because everyone else is.

4.liking

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

5.authority

leveraging expertise or existing influence to spread a message.

6.scarcity

creating the perception of a shortage of time or supply.

the ‘weapons’ of influence haven’t changed

content

relatability

authenticity

intimacy

engagement <- reciprocity

<- consistency

<- liking

<- liking

social proof

authority

scarcity

“the new authority is authentic personal experience”

“the new scarcity is attention”

LOLZ

3 major content trends:

authenticity

commitment

relatability

authenticity

this is youthis is your audience❤

traditional industry focuses on…

high level production

actors

multiple camera angles

polish + perfection

HD cameras

branding

cool b-roll

stuffy scripts

“brand consistency”

cold + inauthentic

human + intimate

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

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

commitment

seasons

campaigns

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

relatability

the rise of the niche

mass

one-size fits all

white, straight, english-speaking, anglosaxon male

people want content that speaks to their experience.

authenticity

commitment

relatability

media

1.8billionpieces of content on Facebook.

500milliontweets.

85millionphotos and videos posted to Instagram.

300thousandnew videos uploaded to YouTube.

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

be relatable.

commit to the long term.

be authentic.

https://www.flickr.com/photos/alant79/10307934023

your ability to influence is directly correlated with your ability to connect

with your audience.

thank you.

"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