The Psychology of Social Sharing and the Genius Way Liquid Death Sells Canned Water

The Psychology of Social Sharing and the Genius Way Liquid Death Sells Canned Water

In today's digital age, social sharing has become a fundamental part of our lives. We share articles, videos, and photos with our friends and followers, often without giving it much thought. But why do we share? What motivates us to hit that share button?

According to a study by CoSchedule Blog, the primary reason people share content is to bring value and entertainment to others. We want to inform others about products we care about, change opinions, and encourage action. Sharing allows us to define ourselves and give others a better sense of who we are and what we care about. It also helps us grow and nourish our relationships, staying connected to people we may not otherwise stay in touch with. Sharing information allows us to feel more involved in the world, giving us a sense of self-fulfillment. Additionally, many people share content as a way to support causes or brands they care about.

These findings highlight the importance of building personal relationships with your audience. The likelihood of your content being shared has more to do with your readers' relationships to others than their relationship to you. People share content from those they know, like, and trust. Therefore, it's crucial to focus on creating valuable and entertaining content that resonates with your audience.

This brings us to the story of Liquid Death, a canned water brand that has taken the marketing world by storm. The idea for Liquid Death came from founder Mike's observation at the 2008 Warped Tour. He noticed that rock bands preferred to drink water while performing but had to put the water in an energy drink can. This sparked the idea of creating water that bands would actually enjoy being seen drinking.

Liquid Death's marketing strategy is simple yet genius. Instead of focusing on listing features about their water, they aim to create a "human brand" that people can relate to and laugh with. They give a boring product awesome branding, which grabs attention and sets them apart from their competitors.

To prove the concept before raising funding, Mike shot a commercial for $1.5k and spent $3k on paid Facebook ads. Within three months, Liquid Death had more Facebook followers than Aquafina, and the ad garnered 3 million views. This initial success helped them raise a small round of funding from friends and family, enabling them to place an initial order worth $250k.

Despite launching during the pandemic, Liquid Death has become the fastest-growing water brand in Whole Foods. They have hacked attention by turning social media hate comments into songs, selling 700 vinyl records in the process. This creative approach not only generated free press but also attracted a significant amount of attention to the brand.

Liquid Death's success story emphasizes the importance of creating a strong brand and captivating your audience's attention. As Mike's former boss says, "Marketing is day trading attention." To stand out in a crowded market, you need to find unique ways to capture your audience's attention and keep them engaged.

So, what actionable advice can we take away from these insights?

1. Focus on building personal relationships with your audience. People are more likely to share content from those they know, like, and trust. Engage with your audience, listen to their needs, and provide valuable content that resonates with them.

2. Create a "human brand" that people can relate to and laugh with. Instead of solely focusing on product features, give your brand a personality and tell a story that connects with your audience on a deeper level.

3. Hack attention by thinking outside the box. Find creative ways to capture your audience's attention and generate buzz around your brand. Whether it's through unconventional marketing tactics or leveraging social media interactions, think beyond traditional methods to stand out from the crowd.

In conclusion, understanding the psychology of social sharing and adopting innovative marketing strategies can greatly impact the success of your content and brand. By focusing on building personal relationships, creating a relatable brand, and thinking outside the box, you can increase the chances of your content being shared and your brand gaining attention in a competitive market. Remember, producing great content consistently is key to getting people to share and engage with your brand time and time again.