How stuff goes viral – great presentation
Jonah Peretti, the guy behind New York start-up BuzzFeed, put together this great presentation on how web content goes viral. It is really worth a look. The key to success is taking advantage and successful tapping the BWN – that’s the Bored at Work Network to you.
That’s right the millions and millions of us who sit behind our screens, tweeting, blogging and generally sharing all kinds of stuff we stumble across.
Peretti who was also involved in the early days of The Huffington Post sheds light on how that site manages (in part at least) to succeed so well (see slide 18). And maybe it is not how you think: Huffpo he says spends a lot of time analysing its traffic in real-time, looking what is big and responding to it.
That makes it sound like they do something similar at times to content farms – producing content that is currently hot on search engines.
All Comments
I’m currently addicted to Buzzfeed. It’s okay. It’s for work. As long as I’m in the top 20 success stories at the site I’m okay; when I begin to slip, I must contribute some more.
Jonah’s presentation is great. However, on Buzzfeed to get to the homepage you need to appeal to one of the site’s editors. If you don’t make that hurdle your content there doesn’t go viral (unless you buy an ad slot).
That’s not entirely the bored network model; that’s still coming down to the influence of a single person. The network may be how it spreads but you still need one (or more) launch tactics based on individuals.
Getting the attention of editors makes it very traditional, which is interesting. Obviously you don’t just need editors to make it go viral, but clearly they are still playing an important role in selection.
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