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the future of influence
how 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.”
The Future of Influence - how the audience, content + media is changing how and why we share
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!”
The Future of Influence - how the audience, content + media is changing how and why we share
2.consistency
https://www.flickr.com/photos/markklotz/6315857220
the desire to remain committed to one’s word or ideals.
“CONFIRMATION BIAS”
The Future of Influence - how the audience, content + media is changing how and why we share
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 cascade
a social chain reaction in which people share stuff because everyone else is.
4.liking
the more we like someone, the more we trust them.
The Future of Influence - how the audience, content + media is changing how and why we share
The Future of Influence - how the audience, content + media is changing how and why we share
5.authority
leveraging expertise or existing influence to spread a message.
6.scarcity
creating the perception of a shortage of time or supply.
The Future of Influence - how the audience, content + media is changing how and why we share
the ‘weapons’ of influence haven’t changed
content
The Future of Influence - how the audience, content + media is changing how and why we share
The Future of Influence - how the audience, content + media is changing how and why we share
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 you
this 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
The Future of Influence - how the audience, content + media is changing how and why we share
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
The Future of Influence - how the audience, content + media is changing how and why we share
white, straight, english-speaking,
anglosaxon male
people want content that speaks to their experience.
authenticity
commitment
relatability
media
The Future of Influence - how the audience, content + media is changing how and why we share
The Future of Influence - how the audience, content + media is changing how and why we share
The Future of Influence - how the audience, content + media is changing how and why we share
The Future of Influence - how the audience, content + media is changing how and why we share
The Future of Influence - how the audience, content + media is changing how and why we share
1.8billion
pieces of content on Facebook.
500million
tweets.
85million
photos and videos posted to Instagram.
300thousand
new 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

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