Producing powerful short films is a great way for organizations to share their own stories. But it’s not enough. As I often remind clients, a short film is only as powerful as the emotions it stirs in real viewers. And if a film doesn’t reach those viewers, then the artistry and power of the film is lost.
In other words, how an organization chooses to frame and distribute its film is essential. I was reminded of this recently when I came across an article in Wired Magazine about the rise of BuzzFeed’s “Viral Lab” and the lessons it uses to launch content across the Internet on a daily basis. The whole story is worth a read, but here’s an excerpt if you’re short on time:
How to go viral
Malcolm Gladwell, in The Tipping Point, credited a small number of “influentials” with spreading “social epidemics”. Duncan Watts, BuzzFeed’s science adviser, argues that influentials are not needed for ideas to spread. Watts’s research found that a “global cascade” through a social network relies more on “a critical mass of easily influenced people”, each of whom may be influenced by a single person. Watts helped BuzzFeed develop something it calls “viral rank” — the likelihood that a post will be shared. Jon Steinberg, president of BuzzFeed, offers these tips:
Keep it short.
Ensure the story has a human aspect.
Give people the chance to engage.
And let them react.
People mustn’t feel awkward sharing it.
It must feel authentic.
Images and lists work.
The headline must be persuasive and direct.
BuzzFeed’s guide to shareability
People like to share things… That say something about themselves: “I am a person who knows about typography.” That are highly visual: “100 Beautiful Examples Of Tilt-Shift Photography”. That have a call to action: “Add your own image in the comments!”
They do not like fuzz — fake buzz. Take lists that are lazy, meaningless or too short. Something that says “the best of”, but seems random and not the best of anything. Or an image that has a one-dimensional, unfunny joke. Ask yourself, would you share it with your friends?
Be positive. “We have this no-haters policy,” Peretti says. “There was an era when, snarking was what blogs did. On the social web it’s about building a larger society. There’s been progress in marriage equality because you’re connected to someone, and they’re gay, and they’re a good person… That’s true for content.”
I am loving the simple and effective takeaways I get each time I read your blog posts. Your advice about emotion is powerful, and yet difficult for me to communicate to others.
Thanks for posting!