The Intersection of Failed Social Strategies and the Psychology Behind Viral Sharing

The Intersection of Failed Social Strategies and the Psychology Behind Viral Sharing

Introduction:

In the digital age, companies strive to create viral content and implement successful social strategies. However, there are lessons to be learned from Netflix's failed social strategy and the psychology behind why people share. By examining these two aspects, we can gain insights into what works and what doesn't in the realm of social media and viral growth.

What We Can Learn From Netflix's Failed Social Strategy:

Netflix's failed social strategy teaches us several valuable lessons. The first is the importance of remaining objective when making investment decisions. Past investment should not dictate future investment. Instead, companies should ask themselves, "Given what we know today, how much should we invest going forward?" By avoiding biases and reevaluating strategies, companies can make better-informed decisions.

Another lesson from Netflix's failure is the danger of small wins clouding judgment. Netflix failed to recognize early on that their social strategy would never be big enough to make a significant impact. This highlights the need for companies to constantly evaluate the effectiveness of their strategies and not be blinded by minor successes. It's crucial to focus on metrics that truly matter and align with the company's goals.

Furthermore, Netflix's persistence in pursuing an unsuccessful strategy can be attributed to the passion of its CEO. When leaders are passionate about an idea, it becomes challenging to quit, even when the evidence suggests it's not working. To avoid this pitfall, companies must separate their pride of ownership from the objective evaluation of the strategy's merit. Establishing clear objectives and goals can help guard against subjective biases and misguided enthusiasm.

The Psychology Behind "Going Viral":

Understanding the psychology behind why people share is key to creating content that has the potential to go viral. People share content for various reasons, which can be grouped into eight clusters of motivation:

1. Status: Humans have a natural inclination to seek validation and display their status. By associating themselves with high-status individuals or sharing exclusive content, people can boost their own status within their social circles.

2. Identity Projection: Sharing allows individuals to express their identity and seek validation for their beliefs. People are motivated to share content that aligns with their values and opinions, as it reinforces their sense of self.

3. Safety: Fear is deeply rooted in human psychology, and sharing information that helps others stay safe is a powerful motivator. Platforms like Nextdoor and Citizen gained traction by addressing people's need to know about potential threats in their neighborhood.

4. Order: Humans have a natural inclination to organize their world. Sharing tools or information that optimize and organize helps individuals create a sense of order, both for themselves and others.

5. Novelty: People are drawn to new experiences and products. Sharing something novel allows individuals to appear ahead of the curve and satisfy their innate curiosity.

6. Validation: Sharing content that boosts self-esteem is a common motivation. People seek validation and positive affirmation by sharing their achievements or positive experiences.

7. Voyeurism: Sharing vicarious enjoyment or schadenfreude allows individuals to engage in social interactions and experience emotions through others. This type of sharing satisfies our innate curiosity about other people's lives.

8. Helpful: Sharing useful content showcases individuals as helpful and nurturing members of their communities. People share content that they believe will benefit others and contribute to their tribes.

Actionable Advice:

Based on the lessons from Netflix's failed social strategy and the psychology behind viral sharing, here are three actionable pieces of advice:

1. Regularly reassess strategies: Continuously evaluate the effectiveness of social strategies and avoid being blinded by small wins. Focus on metrics that align with the company's goals and make objective decisions based on current information.

2. Design for easy sharing: Reduce friction and make it effortless for users to share content. Minimize the effort and thinking required to share, maximizing the potential for others to engage with and spread the content.

3. Appeal to motivations: When creating content, consider the eight clusters of motivation behind sharing. Craft content that aligns with these motivations to increase the likelihood of it going viral. Whether it's providing status, validating identities, or offering helpful information, understanding what drives sharing can significantly impact content's reach.

Conclusion:

By examining Netflix's failed social strategy and the psychology behind viral sharing, we can gain valuable insights into what works and what doesn't in the realm of social media. Remaining objective, understanding human motivations, and designing for easy sharing are crucial factors in creating successful social strategies and fostering viral growth. By applying these lessons and incorporating actionable advice, companies can enhance their chances of creating content that resonates with audiences and achieves viral success.