In this opinion piece OMD’s Head of Fuse and Word Melbourne, Anjana Mani, looks at our misplaced obsession with making content go viral, and why that doesn’t always guarantee consumer engagement and sales results.
Have you noticed how BuzzFeed, Pedestrian, Vice and many other top publishers manage to make their content appear to go “viral”? Have you also noticed how previously cool, calm and collected marketers are gripped by an undying lust for virality?
Just two hours ago I had someone ask me how we would ensure a campaign for an FMCG product re-launch was going to have a viral outcome. Not only did they want something that has no real news value to go viral, but they wanted it to go viral with all of the key brand messages attached.
When probed into why they wanted this to go viral, they responded with, “to drive sales, of course”. To which I responded with the following:
Going ‘viral’ is not an insurance policy to deliver your key messages and sales targets.
Giving your audience what they want on the other hand, will.
Let’s instead look at an optimised amplification plan, that puts all of the focus on the headlines and images that make a solid first impression on your audience.
This is about controlling the way we are presenting our content, with the headline and images delivering the all-important click through.
By creating alternative headlines and thumbnails for every piece of content and then pushing these out, we can get a sense of what people expect to hear from us and what language will drive the best result. This then delivers the amplification result and a suite of content learnings for the next piece of content that we push out.
According to an article on Upworthy, a good headline can be the difference between 1,000 and 1,000,000 people engaging with your content, and optimising images can do wonders for SEO.
So, not only will optimising and A/B testing drive results for this particular piece of content, clever marketers can take what they have learned and use it to guide all future content that they push out across multi-channels. This makes perfect sense, for us and for our clients.
The media we consume is increasingly fragmented and the way we consume this media is growing in complexity each day. I can’t tell you what I am going to find interesting in five minutes, let alone when your next campaign goes live in three months.
So, here is your challenge to consider an optimised amplification strategy and try to catch me if you can. It is important for all you marketers out there to think about the headlines and images that caught your attention today, what made you click and what didn’t, and how one simple click is being increasingly watched and more importantly listened to.
Noticing your reactions to online content will impact the way you create content for you consumers.
The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]
Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]
Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]
Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]
Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016, has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]