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Liblog : 9th media

新媒体创意工场 Socal Engage & Digital Marketing





2013-02-22 12:30:31|  分类: 默认分类 |  标签: |举报 |字号 订阅

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哪壶不开提哪壶:病毒内容的科学原理 - liblog - Liblog:the 9th media

新媒体有三俗,内容、互动、放病毒。当某行业大牛鼓吹病毒视频的神奇疗效,或者客户出题“这次我们要做一个病毒传播”,你有没有冲上去赏他们三个耳光的冲动。俗、俗、俗。有脑子的新媒体人都相信下图这句话: Viral is a thing that happens, not a thing that is. 

 哪壶不开提哪壶:病毒内容的科学原理 - liblog - Liblog:the 9th media


但是病毒营销有规律可循吗?那些在微博、微信上让人蛋碎无力的病毒内容有什么经验可以借鉴? 比如这个文章的标题,权且算一个例子。病毒营销中的Sensationalism流派(标题党)强调夸张和吸引是病毒营销的重点。如果你是因为这个标题点开这个文章的,就说明这个曾经统治美国博客世界以及国内天涯猫扑的法则现在依然管用。

当然更深入的探讨病毒内容的规律不能只靠资历经验,更要靠扎实的调查研究,insights-driven solutions不只是一句写在PPT cover上的空话。要探讨这个话题,除了研究热点话题之外,还要向SEO的同行们取经,本文参考了SEOMOZ等网站的调查和研究,试着把主要的发现和观点成图如下,供各位大湿参考。当然这不是规律,而不是模型。 没有时间或者没有兴趣的同学完图即可跪安了,下面的内容长而且是英文。

哪壶不开提哪壶:病毒内容的科学原理 - liblog - Liblog:the 9th media

SEOMOZ:Why Content Goes Viral: the Theory and Proof 

Inspire anger, awe, or anxiety

You won’t be surprised to learn that posts that spend a lot of time on the home page are more likely to go viral, but after adjusting for variables the study does a pretty good job of showing which emotions make a post more viral:

Content that inspires low-energy emotions like sadness is less likely to be shared, where content that inspires high-energy emotions like awe, anger, and anxiety is far more likely to be shared.

Anger wins the award as the most viral emotion studied. Before belittling and insulting your readers, note that anger is typically directed at the topic – not the author or publication. Inciting anger in readers typically requires some tolerance for dealing with controversial topics. The comment study also found that controversial blog posts receive twice as many comments on average. Still, many brands will want to avoid hot topics that could alienate customers and partners.

For most, awe will be the safest and most reliable path towards viral content. Awe is more than surprise – it’s the reason we can’t stop watching movies with big explosions and larger-than-life heroes. Creative inventions, completed labor-intensive projects, stunning design, and novel are all ways to fill viewers and readers with awe.

Practically useful, surprising, and interesting

Content that is surprising, interesting, and practically useful receives more shares than the obvious, boring, and useless content. These might be the most intuitive of the findings, but it’s helpful to keep in mind the degree to which each variable impacts sharing.

interesting, practical, and surprising increase viral chances

The easy answer: humor

Most obviously, content that is truly and broadly viral is almost always funny. One study interestingly titled “From subservient chickens to brawny men” found that despite 62% of ads being aired by Fortune 500 companies, 60% of viral ads were being generated by the smaller companies. The discussion continues:

“Humor was employed at near unanimous levels for all viral advertisements. Consequently, this study identified humor as the universal appeal for making content viral.”

Humor isn't always the answer, but it's essentially a pre-requisite for a viral ad. Small companies win more than their share of attention because they're willing to be a little more interesting and less sterile. Take Mike Pantoliano’s advice: shut up and be funny

No matter what kind of content you are creating, or the niche that you’re in, Mark defines these buttons as ones that are proven topics that people talk about. (Please don’t give me that, ‘This won’t work for my niche!’, nonsense)

The six buttons are as follows:

  1. Taboo
  2. Unusual
  3. Outrageous
  4. Hilarious
  5. Remarkable
  6. Secrets

The 7 High-Arousal Emotions That Make Your Content Contagious

1. Awe

What’s awe? It’s quite simply something remarkable. Something that people can’t resist commenting on. This can be in the form of a story, a real-life event, or it can also be something as simple as an exhaustive list of 101 links to helpful resources.

See this Twitter Tips page as an example.

2. Anger

When you piss people off, they’ll work hard attain justice. They’ll talk about it on Twitter, write blog posts, and more.

How can you trigger anger? All you have to do is challenge someones beliefs and it’s a sure-thing.

See the Content is King Myth Debunked as an example.

(Note, I don’t recommend you piss people off for fun all the time. It’s a bad marketing strategy).

3. Anxiety

People hate anxiety. What creates anxiety? If you’re writing content that talks about potentially losing out on something, that’s one way. People hate losing things they have.

See the #1 Conversion Killer in Web Design as an example.

4. Fear

Fear is one of the biggest motivators on Earth. It targets the reptilian brain, and people can’t resist but take action when motivated with fear.

What’s an example of fear? You can make people worry that they’re making mistakes they’re unaware of. You can also target the fear of loss (aka limited quantities).

As an example, see the article How Images Improve—Or Destroy—Conversion Rates

5. Joy

What makes people happy? There’s loads of things. It can be something funny, inspiring, or anything that’s positively uplifting.

One of my favorite ways to target the “joy” emotion is by telling a story from my life that I know people can connect with. It really takes advantage of nostalgia and bonds with people who read it.

As an example, you might remember the article where I told the story about my dad and chess.

6. Lust

People can lust for more than just sex. They can lust after money, results, women, men, or anything like that. To target that, you simply need to tantalize readers with potential results.

While I don’t have examples of lust in action at Social Triggers, I’m sure you get the idea :-) .

7. Surprise

What surprises people? Anything that goes against their expectations. You can challenge assumptions, and prove them wrong. You can share new ways of doing things, or share results of personal tests.

Overall, this is one of the main high-arousal feelings I target with Social Triggers because it works great. As an example, take a look at my previous article “The Problem with Fast Loading Websites.”

More information: 

Abhishek VaishRajiv Krishna G.Akshay SaxenaDharmaprakash M.Utkarsh Goel. (2014) Quantifying Virality of Information in Online Social Networks. International Journal of Virtual Communities and Social Networking 
Online publication date: 1-Jul-2014.
Girish N. Punj. (2013) Do consumers who conduct online research also post online reviews? A model of the relationship between online research and review posting behavior. Marketing Letters 
Online publication date: 1-Mar-2013.
Axel BrunsStefan Stieglitz. (2013) Towards more systematic Twitter analysis: metrics for tweeting activities. International Journal of Social Research Methodology 16:
Online publication date: 1-Mar-2013.
Aliosha AlexandrovBryan LillyEmin Babakus. (2013) The effects of social- and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science
Online publication date: 5-Jan-2013.

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