How to create buzz: Harnessing the power of Supersharer
Haebom
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I remember when I was making <Wild Land: Durango>, the director said that we had to create a sensation. It was a story about creating an atmosphere where people don't do something because they feel it's the 'trend' and feel bad about it, but at that time, expressions such as micro-influencer were used instead of the fancy word 'supersharer'. Rather than giving advertising to millions of game YouTubers, the method was to give advertising to around 100,000 YouTubers.
Well, let's stop talking about old times. As the US presidential election gets closer, various news is coming out. I found the expression “super spreader” or “super sharer” recently published in the journal Science very interesting. Of course, in the article and survey itself, it was used in a very negative sense. It was about a small number of extreme users spreading fake news. ( original text )
Who is the superspreader that Science magazine talks about? These are a small group of users who actively spread information online and have great influence. According to a recent study, the top 1% of Twitter followers spread 80% of all fake news . Their average age was 58 years old, and a high proportion of them were women. Interestingly, they were real people, not automated bots .
This is not just an American story. Shall we take another example? A study analyzing news comments on domestic portal sites revealed that the top 10% of users wrote more than 70% of all comments. This shows that a small number of passionate users exert enormous influence as 'super spreaders' that influence public opinion on the Internet.
In some ways, it may seem like a harmful thing, but I think it is necessary for startups, companies, and individuals to discover and use them well when promoting something. When we usually advertise and promote, we often do it towards the public (Mess). This is not only expensive because of its large scale, but also difficult to track performance. Here you can find methods that were popular in the past, such as micro-influencer and vertical viral. In a way, these are customized advertisements for super spreaders.
So how can we take advantage of superspreaders? You need to lead them to become true fans of your brand or idea through continuous, authentic communication rather than a one-off approach. Furthermore, offering special benefits as a reward for sharing content could be a good strategy. Sometimes, there is a misconception that these super spreaders are people with 1 million subscribers on YouTube and tens of thousands of followers on Twitter, but surprisingly, this is not the case. These are often ordinary people with fewer followers than you might think. Instead, it is said that many of the person's friends are million YouTubers and influencers. So, rather than picking a popular person, a better approach is to pick a well-known ordinary person who is around famous people.
From the content producer's perspective, if the content is properly delivered to the super spreader, the super spreader shares it in a high density and frequency manner, and influencers close to them quote it, creating a multiplication effect rather than simple addition. Rather than vaguely shouting at the public, I think the best way to create a buzz is to turn our attention to influential super-spreaders.
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Haebom
그렇다고 ATL이 의미 없다는 것은 아닙니다. 슈퍼 전파자들에게 전파가 된 상태에서 하는 ATL이 훨씬 효과적이라고 생각합니다. 이런 슈퍼전파자들이 없는 상태에서 진행되는 ATL은 사상누각 처럼 금방 잊혀집니다.
