Channels with Peter Kafka Here’s the secret to making things popular (Derek Thompson, author, ‘Hit Makers’)
Feb 9, 2017
Derek Thompson, a senior editor at The Atlantic and author of 'Hit Makers,' shares intriguing insights into the science of popularity. He reveals that distribution often outweighs content quality in determining success. Contrary to the viral myth, popularity spreads through established networks rather than sudden bursts. Discussion on how ESPN should pivot to mobile-first strategies is eye-opening. Derek also touches on the impact of metrics on music charts and the importance of 'familiar surprises' in creating hits.
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Familiar Surprises Drive Popularity
- Audiences prefer 'familiar surprises': things that feel new but not too new.
- Popular products balance novelty with recognizable elements to reduce rejection.
Distribution Beats Content Alone
- Distribution often matters more than the product itself for whether something becomes popular.
- Without a distribution strategy, even excellent content can go unheard.
Virality Is Piggybacking, Not Contagion
- 'Virality' rarely follows virus-like cascades; popular things piggyback on existing networks and broadcasters.
- Major broadcasts and influencers often act as 'dark broadcasters' that trigger mass reach.
