How Top Music Artists Consistently Go Viral: Psychology of Creating Shareable Content

so strictly speaking just from a

marketing standpoint this is how the

filter might go for how you could build

up a piece of content that could be

[Music]

sharable neighborhood

neighborhood Art Supply Supply

[Music]

so if you've been listening to this

podcast you've probably heard me say

before that I believe that brands are

movies and that content is the scenes

inside of the movie that you're trying

to present with the brand so if your

brand is your movie and when you post

those are the scenes in the movie why

would somebody share a scene from your

movie what makes it sharable so to me

there's two different types of sharing

there's sharing where somebody's just

sharing with a friend family member or

coworker and that share is happening

directly so then they're sharing or

reposting to one's audience so all the

people that are following that person

they're sharing something with that

group so let's let's first look at why

people share personto person and I'm

just going to list a bunch of reasons or

categories around why people share so

the first is isn't this crazy so you're

sharing it because you've seen something

you're like wow this is crazy I need to

share this with somebody and you'll

share it with one person or a few people

with the intention of isn't this crazy

we both agree that this is crazy and

that could be crazy good that could be

crazy bad it just is something that is

out of the ordinary that's worth sharing

so another and this is one of the main

ones is this is entertaining this is

fascinating this is cool so you're

sharing because you found it to be

entertaining fascinating or cool and

then you shared that with somebody else

the next is I feel cool sharing this so

it's almost like a flex like you're

sharing it

because you maybe found something or you

thought that this thing was interesting

and then the share actually happens

because you feel cool sharing it it

gives the person sharing a level of

value just by finding the thing and

sharing the thing so then the next one

is this is us this is one where I do

this a lot with my wife so I'll see

something on one of the social platforms

and it will remind me of her or

something that's happened in our

relationship or we had this experience

and then I'll share because I want to

remind her and I found joy in seeing

whatever the post was and so then I'll

share it with her with the intention of

hey look this is us another reason

people share is that it's we should try

this or doesn't this look fun so often

that can be a really great thing for a

show announce if you really work on

selling whatever that thing is as an

experience that then people may share

even the trailer for you know whatever

the event is because it looks like

something that they would want to go to

and then they're going to share with

their friends that hey we should go to

this thing another one is remember this

so it can be a Nostalgia play it can be

we shared this moment together I saw

something that reminded me of that

moment the shared bond that we have

together and I wanted to share it with

you because it brought back a memory for

me and I wonder if you would have the

same memory another one that's a big one

a really big one for fans and when

you're building Community is we both

love this so you're sharing because you

saw something or heard something that

you love that you know somebody else

that also loves this thing that you love

would find Value in they share it

because it can deepen a bond or

connection with another person that we

both love this thing and we have that

shared bond together and then lastly and

there's many more than this but these

are some of the main ones but the last

one being this reminds me of you so it's

something that you saw that reminded you

of another person and so you share with

them again deepening the connection or

bond that you have with that other

person showing them that hey this

reminds me of you and I wanted to send

it to

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if you try we would can blame

you so then if that's why people share

personto person why might somebody share

something with their audience so the

first being they align with the belief

that's inside of a post so this could be

something that's

thought-provoking or like an

inspirational quote there's something

that aligns to this person and what they

believe and often when you're posting

things to your audience part of why

you're doing it is to Showcase your own

identity to show people what you care

about and the things that are important

to you so when you see something that

strikes you as being a shared align

belief that can be a really great thing

for somebody to share with their

audience the next being you found it to

be entertaining fascinating or cool so

then you're sharing to your entire

audience because you think that they

might also find it entertaining

fascinating or cool the next one is this

is coming up so everyone should be aware

of this so maybe it's an event that the

person cares about a music release a

drop of some kind and again they're

showcasing their identity by even caring

about what that thing is but they also

want their followers to know hey this

thing that I really care about is coming

up and I wanted you to be aware of it

also so the next one is a great one in

terms of how artists can use marketing

strategies and tactics to try to get

more awareness around something that

they're doing but this one is isn't this

crazy it's just that it's that this is

so crazy that I have to tell somebody

about it I have to share it Seth Goden

has this great book called Purple Cow

which basically talks about this exact

kind of phenomenon where if you were

with your family and you were driving on

a country Road and you saw a farm with a

bunch of cows and one of those cows was

a purple cow you've seen cows before so

if you're driving by cows there's no

reason to stop but if you saw a purple

cow you would likely stop you would pull

over you would be taking selfies with

the purple cow you'd be sharing it with

a bunch of people because it's so crazy

that it's notable have you ever seen a

purple cow before so what he's saying in

the book is

creating moments that are purple cow

type moments for Brands and uh creative

offerings so that people end up becoming

your marketing vehicle and they can just

share for you because it's that notable

so then the last reason that somebody

may share to their followers is simply

that they think their followers might

find Value in whatever it is if you're

creating valuable content whatever that

content is you may get more shares than

something that is strictly just

expression based and there may not be

value inside of whatever it is that

you've created to give somebody a reason

to share it to their followers so

strictly speaking just from a marketing

standpoint this is how the filter might