K atie c ouric

Highly Produced Content Is Not Necessarily
Shareable
People make the mistake of spending a lot of money on videos with high
production value, thinking that because it’s well done it will resonate and
get shared. Brownstein has observed that some people equate great content
with shareable content, but in reality there’s not necessarily a correlation.
The content needs to go a step further than good or great and connect with
the audience emotionally to take the big step to share it.
He illustrates this concept with an example of the award-winning
campaign Shareability did for Hyatt. The behind-the-scenes footage for Dua

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Lipa’s “New Rules” music video is the second most successful video on
Hyatt’s YouTube page and the engagement is through the roof, but when
you look at Hyatt’s other videos you see that the engagement is really low.
The videos are well made and interesting but were not designed to be
engaging. They were designed to do a good job of telling a story, but that
doesn’t inherently make them shareable.
Producer Jon Jashni backs up this idea by explaining that you must
think about whom you’re creating for from the conception and design stage:
You can’t have the creative be the only thing you’re focusing on,
lest you make something great for you that isn’t as appealing to
enough people to warrant the cost of creation. But conversely, you
can’t make something that is noise and fury signifying nothing,
where it’s all flash and style with no substance—tasty but not
nutritious. You’ve got to serve both masters simultaneously. It has to
be something that’s appealing.
You need to have the end goal in mind from the beginning. Start by
asking yourself what you’re trying to achieve so that it’s reflected in the
way you design the content. If you want your posts to get shared, think
about their shareability factor from the start.