Getting a message to stick in marketing is a coveted goal. Having your message heard, remembered and even better, passed on, is one thing we all aim for in the marketing world. But creating a formula for getting your audience to take action—that’s the million dollar question.
Ethos, pathos, logos
A recent article in the New Yorker claimed Aristotle was trying to break the code of what makes an idea worthy of passing around. His answer was “ethos, pathos and logos” – ethics, emotions and logic. If your message resonates with your audience on an ethical, emotional and logical level, it’ll resonate and be passed on.
Keep it positive
Got it! Sounds simple, right? Two University of Pennsylvania professors went even further in researching what makes content worthy of sharing. They found headlines framed in a positive light – even if the content was negative – were more likely to be shared. And of course, the title matters.
Part of a larger conversation
Websites like UpWorthy, BuzzFeed and Huffington Post have acquired millions of subscribers based on creating the perfect equation of share-worthy content. Retweets, reposts and pins create what researchers call “social currency.” That is another part to the viral equation. People like to feel like they are in on the story. This need to be a part of a bigger conversation is what motivates people to share.
Memes
Generally, memes (an idea, behavior, or style that spreads from person to person within a culture) are lost on me. Grumpy cat, hot dog legs, dogs in tights…they don’t resonate with me. But the numbers tell you not to take my opinion to heart. Millions of views and shares later, people holding cats or dogs up to their chin to make photos of half-human, half-feline or canine-faced beings crate a tremendous amount of activity online. To think my 80-year-old mother would know about twerking and the Harlem Shake, heavens! Even if you are an occasional social media user (like many grandparents who just want to see pictures of their grandkids), you couldn’t ignore the buzz created by those crazy dance moves.
Emotional appeal
Some marketers have been successful by going straight for the emotional appeal. What does getting a bunch of strangers to kiss have to do with clothing? Nothing – but it received 7 million views in one day. Success. Or what does a huge brown bear have to do with Greek yogurt? Not much. But the Chobani bear has now is a well-recognized mascot for the yogurt company and they are capitalizing on him by creating more videos sure to go viral.
Have marketers gotten closer to determining the secret formula to creating share-worthy viral content? Is it as simple as creating a positive frame for your message that appeals on an emotional, logical and ethical level, is supported by social currency making the audience feel like they are part of a larger conversation? Is any of it real?
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photo via flickr: License
