5 Lessons of Effective Editing for Viral Success

An interesting insight into what makes social content effective has emerged, or at least made itself more visible, in the past year or so. Content is king, but editing may be the queen who’s actually running the castle.

Our traditionally analog means of consuming media—television, newspaper, radio, outdoor—are quickly being replaced by digital means. We supplement TV watching with our iPads, get our news in near real time from Twitter, and share life’s moments in an instant on Facebook. Other technologies have allowed fast and easy creation and curating of content, like Pinterest, Vine, Storify, and even something as simple as an Instagram hashtag.

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BuzzFeed’s Native Advertising is OMG WIN!

OMG. This may have been my hardest assignment yet. 

BuzzFeed is killing it on the interwebs lately (WIN), and not just because it creates some of the most shareable content around. It’s “killing it softly,” so to speak, monetizing its wildly successful site by partnering with brands to create branded content that people actually consume, enjoy and share with their audiences.

But why was this a difficult assignment? To write about BuzzFeed means one has to peruse BuzzFeed. And when one peruses BuzzFeed, time is sucked into a vortex while one reads journalistic masterpieces like “40 Reasons Honey Boo Boo Became a National Treasure in 2012” and “12 Days of Grumpy Cat Christmas.” Minutes quickly become hours, and deadlines come and go. But Grumpy Cat doesn’t care.

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Three Secrets to Successful Branded Viral Marketing

Like the search for the Holy Grail, viral marketing success has been an elusive treasure. While we see a new wave of viral content every day, there’s no clear path toward creating the next big thing. If there were, I’d be teaching my cat ninja skills (maybe I already am) and filming my twin babies talking to each other while watching the money pour in.

As difficult as it is to create viral media, it’s even harder when it’s branded. Audiences typically wouldn’t dare be caught propagating viral content produced by a brand. It’s sort of like inviting your parents to your party: They may be perfectly fine people with a great sense of humor, but just the fact that they’re, well, parents makes them inherently uncool. So what's a brand to do?

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