The Future of Influence - how the audience, content + media is changing how and why we share
Transcript of The Future of Influence - how the audience, content + media is changing how and why we share
the future of influencehow the audience, content + media is changing how and why we share
by Tara @missrogue Hunt Truly Social Inc.
thousands of years
hundreds of years
50 years
one day to get 50 million views
WHY?
HOW?
but can we reverse engineer this into another viral hit?
https://www.flickr.com/photos/supernintendo_chalmers/3827043121
content that spreads has similar characteristics…
HOWEVER
content with similar characteristics doesn’t always spread.
– science + lots of studies
“There is no singular, typical way in which ideas become
popular.”
https://www.flickr.com/photos/jeffeaton/6586676977
viral
HOW
WHY?
audience media content
random chance
audience
6 weapons of influence:
1.reciprocity
2.consistency
3.social proof
4.liking
5.authority
6.scarcity
1.reciprocity
the practice of exchanging things with others for mutual benefit
“Thanks Tim!”
2.consistency
https://www.flickr.com/photos/markklotz/6315857220
the desire to remain committed to one’s word or ideals.
“CONFIRMATION BIAS”
3.social proof
looking to other people to help us make up our minds.
http://howardznotes.com/2014/11/29/information-cascade-and-stock-market-bubbles/
information cascadea social chain reaction in which people share stuff because everyone else is.
4.liking
the more we like someone, the more we trust them.
5.authority
leveraging expertise or existing influence to spread a message.
6.scarcity
creating the perception of a shortage of time or supply.
the ‘weapons’ of influence haven’t changed
content
relatability
authenticity
intimacy
engagement <- reciprocity
<- consistency
<- liking
<- liking
social proof
authority
scarcity
“the new authority is authentic personal experience”
“the new scarcity is attention”
LOLZ
3 major content trends:
authenticity
commitment
relatability
authenticity
this is youthis is your audience❤
traditional industry focuses on…
high level production
actors
multiple camera angles
polish + perfection
HD cameras
branding
cool b-roll
stuffy scripts
“brand consistency”
cold + inauthentic
human + intimate
the new creators focus on…
talking directly to the audience
using colloquial language
being passionate about your subject matter
being excited about your subject matter
being vulnerable
being human + not worrying too much about mistakes
https://www.flickr.com/photos/28376875@N07/8659290426
commitment
seasons
campaigns
if you want an audience to commit to you, you need to commit to your audience.
relatability
the rise of the niche
mass
one-size fits all
white, straight, english-speaking, anglosaxon male
people want content that speaks to their experience.
authenticity
commitment
relatability
media
1.8billionpieces of content on Facebook.
500milliontweets.
85millionphotos and videos posted to Instagram.
300thousandnew videos uploaded to YouTube.
DAILY(that’s a lot of noise to break through)
be relatable.
commit to the long term.
be authentic.
https://www.flickr.com/photos/alant79/10307934023
your ability to influence is directly correlated with your ability to connect
with your audience.
thank you.
"Before Timeline and tweets, before a blog was called a blog, before anyone even knew what a web browser was, Tara Hunt was there. Often labeled a pioneer of online and social marketing, the Canadian has been an observer
of the realm's development and a force in influencing it."
- Entrepreneur Magazine, 2013
@missrogue youtube.com/tarahunt
Truly Social Inc. Truly Social Inc. helps small and mid-sized businesses
become creators. From defining the audience to developing a unique show strategy to helping you find your voice to getting
you up and rolling and well on your way to growing your audience, TSI is your helpful creator sidekick.
Toronto, ON www.trulysocial.ca / www.tarahunt.com
647-992-2951