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December 3, 2015
How to Go Viral: Lessons from the Most Shared Content in 2015
THE HOST ★ ★
Byron White CEO & Founder, WriterAccess
Chair, Content Marketing Conference
Author of The Content Marketing Roadmap and 103 Content Marketing Tools
@byronwhite | @writeraccess
THE EXPERT ★ ★
Steve Rayson Director, BuzzSumo
Director, Anders Pink B2B Marketing
Expert at waking up at 3am to do a webinar (spends January – February in New Zealand so webinars are in the middle of the night!)
@steverayson | @buzzsumo
How To Go Viral Insights from the Most Shared Content of 2015
Viral Posts Are Outliers #WriteOn
#WriteOn
InsighCul Outliers
• We can learn from viral posts and examine the elements that helped them go viral
• Gain insights into what we can do to make our content more shareable
#WriteOn
Not Looking at Celebrity Content
How To Go Viral 2015 Examples
#WriteOn
1. Surprising
Champagne Prevents Alzheimer’s Disease (938,000 shares)
1. Surprising
The Cause of AddicXon Is Not What You Think (2m shares)
2. Leverage A Trend
Zombie-‐Themed Cruise (1.5m shares & 400,000 comments)
3) Inspire people
51 BeauXful Sentences in Literature (1.4m shares)
4) Create Stunning Picture List Posts
52 Places To Go In 2015 (522,000 shares)
The Guardian: OverpopulaXon, OverconsumpXon in Pictures (700,000 shares)
5) Exploit Cute Animals & Babies
This Site Will Make A Stuffed Animal Clone Of Your Pet (683,000 shares)
6) Be Amusing
Earth Endangered By New Strain Of Fact-‐Resistant Humans (1.4m Shares)
When You Realise, You’ve Had One Too Many (827,000 shares)
7) Be Controversial
InteracXons (likes/shares) of Donald Trump’s FB Posts
8) Quiz People
What Is Your Most Dominant Character Trait? (3.9m shares)
8) Quiz People
The Color Quiz (5m Shares)
Baby Name Popularity InteracXon (781,000 shares)
9) Provide Warnings
10) Tell Them The Secrets Of Success
How Successful People Stay Calm (127,000 shares)
10) Tell Them The Secrets Of Success
11) Health, Diet & Fitness Tips
The Only 12 Exercises You Need (968,000 shares)
12) Secrets of Love & DaXng
To Fall In Love With Anyone, Do This. (885,000 shares)
This Is How We Date Now (1.6m shares)
13) Secret To A Long Life
109-‐Year Old Woman Says Secret To Long Life Is Avoiding Men (1.9m shares)
14) Share A Heart Warming Story
Husband 108, Wife 105, Celebrate 82 Years Married (580,000 shares)
What Can We Learn?
• Viral posts are outliers • Not just about content but igniXon and amplificaXon
• Are there common elements to viral posts that make them shareable?
• Combined elements eg quiz on a popular topic, picture list posts
Shareable Elements?
EmoXonal element
Content Element
Topic Element Format Element
Amusing Surprising Heart Warming BeauXful Inspiring Warning Shocking
Images Facts Charts Quotes Video InteracXon
Trending topic (e.g. Zombies) Health & fitness Cats & Dogs Babies Long Life Love
List Post Quiz Story CuraXon Research Insights PracXcal Tips
Content CreaXon QuesXons
• Does the content have an emoXonal element? • Does the post include shareable content types, such as facts, images and quotes?
• Is the topic one that resonates with your audience? Is it trending?
• Is the format one that works well with your audience, such as pracXcal Xps or a quiz?
Headlines
• Great headlines maker • Can you use the shareable elements?
1. EmoXonal words e.g. Surprising 2. Topic e.g. Zombies 3. Type e.g. Facts 4. Format e.g. List post
“10 surprising facts about Zombies”
Quiz Results
To Fall In Love With Anyone, Do This 109-‐Year Old Woman Says Secret To Long Life Is Avoiding Men What Is Your Most Dominant Character Trait? The Cause of AddicXon Is Not What You Think The Only 12 Exercises You Need
0.89m 1.9m 3.9m 2m 0.97m
#WriteOn
Thank You
@Buzzsumo @steverayson
JOIN US IN VEGAS! ★ ★
CONTENT MARKETING CONFERENCE 2016 MAY 17-19, 2016 | LAS VEGAS, NV | THE RIO ALL-SUITE HOTEL
3 Days
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3,000+ Tips, Tricks, Hacks, and Tactics
THANK YOU! ★ ★
Let’s stay in touch:
@SteveRayson
@WriterAccess
617-227-8800
Join us each month at www.writeraccess.com/webinar
