{"id":96952,"date":"2015-02-18T00:00:00","date_gmt":"2015-02-18T00:00:00","guid":{"rendered":"https:\/\/www.72point.com\/fool-art-creating-shareable-content\/"},"modified":"2015-02-18T00:00:00","modified_gmt":"2015-02-18T00:00:00","slug":"fool-art-creating-shareable-content","status":"publish","type":"post","link":"https:\/\/www.72point.com\/us\/fool-art-creating-shareable-content\/","title":{"rendered":"More Fool You: The Art of Creating Shareable Content"},"content":{"rendered":"<p><img decoding=\"async\" class=\" alignleft wp-image-33848\" src=\"https:\/\/www.72point.com\/wordpress\/wp-content\/uploads\/2017\/06\/milkshakefilter-273x300.jpg\" alt=\"sharing milkshake\" width=\"287\" height=\"316\" \/>One of my favourite scenes in The Adventures of Huckleberry Finn is when the\u00a0duke and dauphin put on a makeshift and utterly farcical show called \u201cThe Royal Nonesuch\u201d to make a quick buck. The audience on the first night, completely infuriated by what they had paid to see, decided that in order to avoid becoming the laughing-stock of the town they should tell all of their friends and neighbours how great the show was, so the play attracted sell-out audiences night after night until, on the final night, Huck noticed the crowd weren\u2019t newcomers but people who had been there earlier and who had their pockets full of rotten eggs and vegetables.\u00a0\u00a0He informed the other guys and they skipped town with a small fortune in door money.<\/p>\n<p>The scam worked because they evoked an emotional response that people shared. The anger of being lured in to a rip-off play by posters that read \u201cladies and children not admitted\u201d\u00a0was too much for the audience to supress and they felt compelled to action a response which capitulated on the final night when revenge was nigh. It paints an early and quite entertaining example of how to prompt a shareable action. It may have been a nasty trick, but it\u2019s no more culpable than the first chain emails that promised eternal wealth if you forwarded it to five of your friends (I\u2019m still waiting to cash in on that).<\/p>\n<p>The art of creating shareable content is an age-old concept being carried out on new age platforms. Jonah Peretti, a founder of BuzzFeed, says shareable content is a delicate balance between something that is too shocking or controversial to be shared and something that is so ordinary it gets overlooked or ignored. Finding that happy medium between the two and ensuring it is relatable, engaging, funny or nostalgic is what propelled sites such as Buzzfeed to success, but increasingly digital users are looking to be <em>engaged <\/em>in order to share.<\/p>\n<blockquote><p>The digital world has made the art of shareable content both more arduous and more achievable<\/p><\/blockquote>\n<p>The digital world has made the art of shareable content both more arduous and more achievable. We\u2019re more connected through social channels but have a shorter attention span and have evolved in the way we consume media. The solution, we have found, is multimedia. The 72Point Media Consumption report found that people are overwhelmingly more likely to share multimedia content on social media such as videos, animations and interactive games.<\/p>\n<p>We recently recreated \u201cThe Royal Nonesuch\u201d in an interactive game developed for Interparcel. The game,\u00a0<a title=\"game\" href=\"http:\/\/interparcelpatience.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">hosted here<\/a>, was a \u2018super-sharable\u2019 bit of multimedia designed to test your patience, running on the back of a successful MPC (Multi-Platform Content) campaign that can be viewed here. Like the unsuspecting victims of the duke and dauphin\u2019s show, if you\u2019re fooled by the game it makes you more likely to share it in order to dupe your friends into doing the same thing. 21<sup>st<\/sup> century trickery at its best; Mark Twain eat your heart out!<\/p>\n<blockquote><p><em>To grab the minds of people today, you need content that is quick, visual and, most importantly, memorable enough so that they share it. &#8211;<\/em>\u00a0<strong>Hugh McIntyre<\/strong><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>One of my favourite scenes in The Adventures of Huckleberry Finn is when the\u00a0duke and dauphin put on a makeshift [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":38428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[269,277,299,369],"tags":[],"class_list":["post-96952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-insight","category-featured","category-digital","category-visual-content"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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