“It’s not clocking to you that I’m standing on business?”
– Justin Bieber
While that quote is Justin Bieber trying to get paparazzi to understand his right to privacy, it can relate to how we communicate with others. How do you ensure your content is “clocking” to your audience? You can have an amazing, educated, and thoughtful point to make, but if it doesn’t engage readers, it won’t be successful.
This is “sticky” content, which is material that “keeps people engaged or brings them back to it repeatedly (Hamilton). Not to be confused with viral content. Viral content is online content that spreads quickly because it is typically current and can feel urgent to users. “Sticky” content is content that feels more evergreen and can change how a user feels about a topic or teach them new habits. Viewers tend to remember this content because they look forward to teaching or bringing up what they have learned to others. (Hamilton).
Chip and Dan Heath created a 6-point framework for creating “sticky” content:
- Keep content simple for scannability and to make writing easily digestible for the reader
- Find unexplored angles on subjects to create a unique learning experience
- Vividly and specifically describe your ideas to evoke feelings in the reader
- Earn credibility by linking to authoritative sources and quoting supporting data
- Connect with your audience emotionally
- Narrate a story for an authentic touch
(Patel)
Stuck for good
When a reader absorbs useful information and shares it with peers, it creates a ripple effect aimed at building a brighter future for society. It is how society evolves and how new ideas are implemented into daily living.
“Sticky” content becomes part of people’s daily routines. How many times have you heard or yourself have said: “This reminded me of something I recently read” (Hamilton). Content that is communicated effectively can influence audiences to better themselves and the people around them. Self-help tips, activist movements, how to be a leader, etc. With “sticky” content, creators can change society for the better.
A sticky situation
The shareability of any content, “sticky” or not, is ultimately up to the audience. Do they share it? Are you reaching your intended audience? At the end of the day, creators have to rely on readers spreading their message.
In Chiang and Hsiao’s study, they found that the likelihood of a user sharing content depends on the individual’s motivation. Reputation was found to be a large motivation for users (Chiang, Hsiao). They want to share content that makes them look good to their peers. Every individual’s needs and motivations will differ due to environmental and emotional circumstances.
While there are tactics you can use to create “stickier” content, there is no one-size-fits-all solution to ensure your message will be shared. You need to optimize your content and hope the audience is receptive and willing to share.
Resources
Chiang, H.-S., & Hsiao, K.-L. (2015). YouTube stickiness: The needs, personal, and environmental perspective. Internet Research, 25(1), 85–106. https://doi.org/10.1108/intr-11-2013-0236
LAUREN SCOOPO 