Market Mix - 🔍 Instagram's key to viral content

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Adam Mosseri, the CEO of Instagram recorded a 10/10 pod episode with Colin and Samir. In the episode, he talked about the most important metrics to predict viral content. Spoiler, it’s not likes…

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People share content that makes them react emotionally.

Shaan Puri likes to say, “content that makes people say ‘WTF’, ‘LOL’, or ‘OMG’.

And according to Adam Mosseri, the CEO of Instagram, shares are the most important metric to predict content success.

So, shareable content = viral content.

But let’s start with why people share content..

And it's mainly the result of 3 reactions:

So let’s use Dupe.com's social content as a case study. They racked up 32M views on IG in 60 days.

But here’s the surprising metric: - 735,000 shares vs. 530,000 likes.

So, here’s the sauce:

1. Shareable Reaction #1: You need to see this.

These tips and tricks are positioned a nobody knows” nobody knows.

For example, Dupe.com ‘s post, "Bestie showed me this shopping hack, turns out it's viral and I'm the last person on earth to hear about it. Saving a ton on furniture right now with this!“

But break it down to its core:

So you share it with friends to make sure they don’t miss out.

This is where you insert the Blades of Glory, “but it's provocative and gets the people going.”

Because that’s the goal of this content.

Controversial takes. Humorous hooks. Engagement bait. All to drum up reactions and shares.

Example:

Look at their "rich vs. broke" concept. They compare high-end (rich) furniture to more affordable (broken) alternatives.

Because regardless of which side of the coin you’re on - you’re going to feel some kind of way.

Dupe.com also introduces funny and controversial memes and POVs, like:

Shareable Reaction #2: You won't believe this.

Aka shock value.

Dupe.com does this by taking news headlines with shocking value and spinning them into hooks relevant to its product.

Example:

They shared, "We are all getting So ripped off!" with a screenshot of a news article about, "Dior paid a contractor $57 to make a bag that sold for nearly $2800". Then smoothly introduced Dupe.com as the solution.

But the part that I love is how they repeatedly use one headline and repackage the content into several videos.

Take a winner and scale it.

Shareable Reaction #3: Let’s do this.

This is all-action content. The sh*t you share with your co-founder, colleague, or in Slack.

For Dupe they take specific use cases of their product and spin it into actionable content for different audiences.

Example:

Like how they, "furnished a whole apartment with expensive designer furniture looks for less than $2k."

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