Decoding Popularity: What Best Sellers and Box Office Hits Tell Us about Success | Derek Thompson

TL;DR

Popularity isn't about majority appeal, but niche cult followings with tailored messages.

Transcript

I think that we have a terrible misconception about popularity. I think that often we define popularity in a majoritarian way. We say that in order for something to be popular most people have to like it. A majority of the population has to like it. But think about this, if a book sells one million copies in a year it is a runaway best seller that ... Read More

Key Insights

• ❓ Popularity isn't about broad appeal but niche cult followings.
• 🎯 Marketers should target specific, dedicated audiences to achieve true popularity.
• 🤪 Cultish thinking in marketing involves embracing a message that goes against the mainstream.
• 🥺 Understanding and reaching a small, dedicated audience can lead to true success in marketing.
• 👻 The Internet connects billions, allowing for the success of niche markets.
• ❓ Focusing on a niche audience can result in significant popularity within that segment.
• 👯 Contrary to traditional beliefs, popularity is not about reaching the most people but connecting deeply with a specific group.

Questions & Answers

Q: How is popularity traditionally defined, and what is the flaw in this definition?

Popularity is conventionally defined by majority appeal, but this overlooks the niche cult followings that drive true popularity.

Q: How should marketers approach reaching their audience in a fragmented mainstream culture?

Marketers should abandon the idea of appealing to a broad mainstream audience and instead focus on connecting with niche cult followings through tailored messages.

Q: How does the concept of cultish thinking apply to marketing strategies?

Cultish thinking in marketing involves creating a message that resonates with a specific group by emphasizing their uniqueness and going against the mainstream.

Q: What is the significance of understanding the total addressable market in marketing?

Understanding the total addressable market helps marketers realize that true success lies in targeting a small, dedicated group rather than trying to appeal to the masses.

Summary & Key Takeaways

• Popularity isn't defined by majority appeal but by niche cult followings in various forms of media like books, movies, TV shows, and music.

• Marketers should focus on reaching a specific, niche audience rather than trying to appeal to the mainstream.

• Understanding that true popularity lies in targeting a small, dedicated group rather than a broad audience.