Many of you will have been there in marketing planning meetings: once the packet of biscuits has been opened and the tea has been poured, the demands for making something that will ‘go viral’ come rolling in. ‘That ice bucket challenge was such a simple idea,’ somebody will invariably chip in.
It can be difficult for people outside of marketing to understand that it can take a little bit more than writing a humorous status, or posting at a certain time, for something to really take off.
So what can digital marketers do to make their content more shareable on social?
In order to create a social media bandwagon, you need some content that people think they will look good for sharing.
Social media bandwagons are a form of 'conspicuous consumption’. We consciously consume media - by viewing and sharing - because we hope the sharing will make us look good.
You can think of social media sharing like a virtual peacock tail: it’s a show-off signal to others that we are desirable - a good ally or mate.
We all had social media timelines full of #IceBucketChallenge videos this summer. The idea worked because it allowed us to signal an association with celebrities, that we’re fun to be with, and that we’re good people - given the cause element.
Try to create something people will want to be associated with – like a Rolex watch on their wrist.
From a psychology perspective social media bandwagons are all about 'signalling theory’, signalling to others something about ourselves. In this way social media sharing is today’s Rolex watch, all about conscious consumption and ‘impression management’ - managing our public image online.
By Dr Paul Marsden, a consumer psychologist working with Unique Digital.
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