How to make your content go viral
Our favorite picture this week is the below graphic, initially
posted on Gawker by Annalee Newitz, in
Virality and the Valley of Ambiguity.
The question of what makes content go viral is one that no content
creator, even the most highbrow, is immune to obsessing about (we
certainly do at Wamda).
There may be no hard and fast rule, but Newitz convincingly breaks
it down to one factor: ambiguity. The pieces of content that people
share the most, she argues, are those that reveal a hidden truth-
journalism's highest calling- or those that make people feel
better, without being too difficult to analyze (like, say, a LOLcat
picture).
What doesn't get shared easily is anything overly
complicated or with an ambiguous interpretation; the more readers
have to think about whether they support or understand the piece,
the less likely they are to give it a quick click of
approval.
Of course, there's still a market for articles that cover, say,
political news with a complex backstory, which could also be
presented as myth or stereotype debunking (something we strive
for). And of course, focusing on virality alone won't guarantee
quality.
The rule of ambiguity isn't just useful for content portals; it's a
great metric for any startup thinking about a new product or
marketing campaign: you don't have to design the next LOLcat to be
heard. Truth-telling also sells.
(Click the image for a larger version).