Shareable Killed the Strong Brand Star

"But, how can we make it more sharable?"

I fucking hate this question. Because, if you're asking it, chances are you don't really know what that means or what it looks like. Yet, here you are trying to be one of the cool kids, without realizing that the biggest mistake in any attempt to be like the cool kids is telling them you're cool.

You might get noticed, but, with everyone else trying to impress them too, you'll soon be forgotten. Pushed aside as they get distracted by another loser looking to impress. It's a losing game. Honestly, just be your great fucking self. If you're not great, get great, and then be that.

Maybe it's because of this movie that when I think of people asking me how to make something more shareable, I think of a middle aged woman doing her best to fit in at high school by being terrible versions of what she thinks is cool, rather than being her cool self.

Shareability in Campaigns for New Brands

Putting all your focus on shareability as a new brand is a mistake. No one knows you yet. The content will be more noticed than your brand, and that content will be replaced by the next shareable thing to come. An easily understood message from a great brand will reach more people through time, rather than a fleeting piece of shareable content.

Shareability in Campaigns for Established Brands

Congratulations, you're already well-known. The brand is already alive and breathing, so this shareable stuff is just it's fart in the wind. People will smell it, know where it came from, and then it will blow on. The key here is to keep it coming and in an identifiable, easy to grasp way. A one-off is cool, but doesn't stick as much, and it doesn't do much for your brand. Just for the Internet. Let's look at a real-life example...

Which brand did the "Like a Girl" video? Nothing? Didn't think so.
Which brand makes funny content about being manly? Did you get this?

Need more convincing? Just ask these guys.

The New Digital Campaign isn't All Digital

Everyone wants their campaigns to be digital nowadays. In pursuing this requests more than a few times now, I've noticed something... 

The Realization

A "digital campaign" doesn't mean executing solely on digital platforms – banners, apps, videos — it means getting ways to get consumers to interact with content digitally... because that's where it gets shown to more people. Showrooming and third screen behavior were the first ways we saw consumers blurring the lines between "digital" and "real" world. Advertising and sharing is surely next.

The Reason

With mobile taking over digital consumption, people are exploring around the web less, clicking less, and are less likely to come across that sweet video you spent $2 million on or that contest landing page you worked for 6 months on (don't even get me started on legal). Have you guys heard of Camel's new game app? Didn't think so.

What to do About It

Find ways to get consumers to share your content or interact with your content on already populated mobile apps. Is there something you can put around town that they will want to take a selfie with? Use the new shazam visual scanner with your posters or sidewalk chalk drawings. Send people to a party where a photo booth tweets their images from their account. Get in touch for more ideas...

What Makes People Click vs Tick

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Sometimes I write to the customers' own language, ideas, likes — what makes them tick. But, if the main goal is to get them to click, I write to the customers' psyche and sub conscious.

Like great graphic design, the urge to click something should feel natural and go unnoticed. The moment a user of your digital experience has to think about what they are clicking, you’ve lost them to their thinking. There is a psychology behind what makes people click, and it’s not always the same as what makes them tick.

Tell Them Something They Didn’t Know

Nobody likes being told something they already know — it feels like a waste of time, and it’s boring. Don’t be that brand. Starting with an idea that tells something new or intrigues with new ideas will make people want to know more and reach your click. Starting with something that makes them tick by using phrases and ideas they already know, might seem like you’ve hit the jackpot, but it makes it harder to stand out, and to get people to click or want to see more. Sometimes it’s nice to tell them something new about what makes them tick, but it’s gotta be something great and really new.

Give Them Something to Grab Onto

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If I don’t grasp why you’re talking to me, then I’m not going to trust your content enough to read on or see more. Take a step back and ask, what you want your audience to grab onto, to click onto. Taking up someones time or attention with something that makes them tick, but doesn’t seem to have a purpose, makes your product or content easier to forget and less trustworthy. Use ingredients of what makes them tick (like a soccer ball for soccer fans) but make sure there’s a purpose there too. What you want them to grab onto could range from motivation to the need for a better, new soccer ball.

Complete the Story

Of course I’m going to click on “See More” if it completes, or is the next step in, the story I’ve been shown so far. Using CTA’s that fit within the story you are telling makes people click. Using a CTA that just makes people tick with words you think they’ll like and sound fun, might be exciting, but it creates a break in the flow.

Why I Won't Write for These Companies

They all have one thing in common that I cannot support: Animal Cruelty.

I won't even buy their $10 products to keep from supporting their methods, so how am I supposed to help increase their sales by the millions and feel good about it? Or continue to brainwash people that these companies and products are all-good?

It ain't easy passing up opportunities for some really cool, innovative projects. And the people who I connect with at these companies are so nice to boot. But, I'd rather not work as a copywriter than support something I strongly oppose.

Does that make me unattractive to some agencies? Probably. Does it limit who is willing to put their name next to mine? Most likely. Is it worth it? I believe, yes.

Well, I feel like Matt Diaz coming out and saying all of this. Here is my excess skin, people.

My hope is that it inspires you to also put morale above work so we can start putting some pressure on clients, together, to take more responsible paths toward profit. We all want them to do well, just do right, too.

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I've started to make a database of good products that don't test on animals.

bettergoods.co

It's a design and info work in progress, but check it out if you're looking for good quality cruelty-free beauty and cosmetic products.