Originally at http://tracking.feedpress.it/link/9375/2475699

Posted by mattround

Before joining Distilled I worked for UsVsTh3m, an experimental Trinity Mirror project, where we created hundreds of games, quizzes and daft “toys.” We had unprecedented freedom to try out new interactive formats, learning a great deal about what works… and what doesn’t.

The key to success was “viral” traffic. You’ve probably heard the term bandied about in reference to something popular, and might even have rolled your eyes; it’s a much-abused buzzword.

The idea is that online word-of-mouth can drive exponential traffic growth and broad media coverage with little or no traditional promotional support, but achieving this requires a certain way of thinking. This article focuses on interactive content, but many of the same principles will apply to other formats.

The viral life cycle

It’s useful to aim for interactive content to be…

Clickable — When someone sees a link and description (on social media or a site), it seems compelling enough to take a look.
Playable — The visitor sticks with it and finds it enjoyable or interesting.
Shareable — There’s a strong urge to tell others, often involving the visitor sharing their individual result/score.

You usually need all three aspects to be strong to get a viral hit. It’s easy to focus on one, an experienced team can usually achieve two, but it’s difficult to consistently get the full set.

Crudely, you can think of it in terms of losing potential sharers, ultimately needing to end up with more than one to start the next cycle(s). This image explains it nicely:

Congratulations, it’s going viral! That’s a massive simplification, but a helpful one.

11 ways to make it shareable1. Attributes

Develop a concept that ties in with the player’s personal attributes: age, location, abilities, personality, etc. For example, measuring r…

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