Last month we were extremely pleased to have Nathalie Nahai with us as a keynote speaker at the Now You Know Conference.
An incredibly beguiling presence, Nahai is a web psychologist, international speaker, best-selling author and the foremost expert in the world on web psychology.
She consults with major brands and lectures internationally, is on the board of ‘Social Media Week’ globally and also sits on the panel of Ogilvy Change – the specialist behavioral economics practice within the Ogilvy group.
Her book, Webs of Influence: The Psychology of Online Persuasion, is a must-read for any leader in business. As soon as we knew we’d be hosting our inaugural conference, Nathalie was top of our list of must-have speakers. And she didn’t disappoint.
Nahai gave a great talk on the psychology behind social behavior; why we share certain things, what the motivations might be behind sharing, and what we can do to help get our messages heard more effectively.
For those of you who couldn’t make it, I thought I’d share some of the key insights, in her own unmistakable voice, on how to make shareable content, and the psychology behind social content.
So, what is it that makes that content so socially shareable?
Nahai: The first thing to think about is the concept in psychology of emotional contagion. This is literally the idea that our emotions are like viruses, they are contagious when we’re in the proximity of others.
There was a great experiment that explored this where they found that if you get three people in a room, sitting near each other, silently, the person who is normally the most emotionally expressive will transmit his or her mood onto the other people within two minutes.
Without speaking, without gestures. It’s all psychological.
What’s the perfect formula for successful social content?
Nahai: If social content is going to work really well to get us to engage initially, it needs to provoke curiosity.
I thought I’d give you some psychological techniques you can use to get people to read or watch or engage in any content that you’re creating for social platforms.
So let’s have a look.
‘This Stick Of Butter Is Left Out At Room Temperature; You Won’t Believe What Happens Next’.
This is an actual three hour and five second video. Seriously! Three hours and five seconds. Nothing happens! You get to the end and it’s just a little bit mushy!
No aliens invade; there are no maggots that crawl out of it. There’s no streaking, there’s no grumpy cat.
One point one million people who don’t have anything better to do than to watch a stick of butter melting. Why? That’s not inherently exciting.
Sex is more exciting than that. There are one point one million people who are not having sex. They would rather watch this. the planet is doomed!
So what are they doing? How can you create this kind of shareable clickable content that defies any kind of intelligence whatsoever?
Well I thought I’d give you a little formula – but I’ve got to give you a little caveat first.
There are many ways that you can apply psychological principles. I don’t believe in a one size fits all approach, but formulas and models are so useful to help us to actually figure out how to start using this stuff, so bear that in mind.
You take a number, a trigger word as well as an adjective, throw in a keyword and a promise and you end up with a killer headline.
Okay, so in practice, that’s all a bit abstract and nebulous.
You could do something like this, so you take a subject, which is frying eggs, everyone loves eggs, and you could either write an article that says ‘how to fry an egg’, or ‘why I love frying eggs’.
No-one is going to enjoy that, unless they’re absolutely mad about eggs.
So, the other thing that you could do is apply the formula that I’ve just given you and you end up with something like this;
‘Thirteen unbelievable ways you can fry a small egg with a sock’.
Formula for shareable headline: Number, trigger word, adjective, keyword, promise. – @NathalieNahai #NYKCONF pic.twitter.com/62cdkpG0IG
— Sarah Tyson (@sarahmtyson) May 10, 2016
Now I don’t care if you eat eggs or not, you’re already starting to think, well how small is small? What kind of socks? Would they be pink socks or would they be spotty socks? What’s unbelievable about it? Is there a fairy or a nymph in there?
So that’s how it works, you end up with your number; you’ve got the trigger word unbelievable.
You’ve then got the adjective, small, the descriptive, egg and then the promise, how to fry a small egg with a sock. And you can try this with everything.