Spreadable Media Final Thoughts

My Artefacts

Artefact 1

Artefact 2

Artefact 3

The spreadability of my artefacts has been measured not only on how many views they have been able to accumulate, but also on signs of sustained popularity. Of the 3, artefact 2 performed the best, consistently attracting more than 15 views a day. The average number daily views shows signs of increasing in the advent of more people commenting and ‘liking’ it.

The other artefacts have failed to demonstrate the same level of spreadability. Statistics have shown that they generate only a small amount interest without regular promotion on external sites.

Artefact 1 was not novel enough. There are already plenty of stripped down versions of the same Sufjan Stevens song on YouTube. The song choice was also not ideal as it is a xmas song, limiting its appeal, and it is also one of Steven’s lesser known songs. For a full analysis see Spreadable Media Blog 4 – Artefact 1 analysis.

Artefact 3 was an original take on a proven YouTube craze – eyebrow dancing. The UV light and glow-in-the-dark paint however has unfortunately repelled, as much as it  has attracted viewers. See Spreadable Media Blog 12 – Artefact 3 analysis for more details.

It is noted that artefact 3 has started to show signs of improved spreadability since its tags have been altered.

Spreadability Summarised

This research has allowed me to understand more about what is needed for a piece of media to spread. Here I have produced a basic summary of factors that can effect the spreadability of an artefact:

  • A clearly defined target audience – Identfying consumers early on will help when creating your media, allowing you to cater to their needs and tastes.
  • Production – High quality production values are only essential when they are the main feature of the artefact. In artefact 2, the sound needed to be recorded at a high auality to provide the listener with a clear and reliable demonstration of how the guitar equipment actually performs.
  • Relevance to Current affairs – Producing media related to a topic that at that precise moment is ‘big news’ can allow for an astronomical amount of views in a relatively short time, as Rob Kelly found with his Father Ted Reaction to Belfast Fleg Riots video. The shelf-life of such artefacts however are relatively short due to constantly changing trends.
  • Popular Culture – Finding an area of interest, hobby or past-time which many people indulge in can give longevity to your media. If your artefact successfully tackles a particular subject or aspect and offers insight that many can benefit from, then it is likely to attract large amounts of views. Although it may not initially generate as much traffic as an artefact which is relevant to a breaking news item, it will have a good chance of to continuing to attract viewers for a much longer period of time. Artefact 2 is an example of this type of video: appealing to a more specific audience with an unrelenting passion and interest.
  • Originality – To quote Darryl McCulloch again, a spreadable artefact “comes from a focused place of creating authentic and engaging content that gets people so excited that they share.”
  • Remix – Novel takes on existing material. Well executed remixes of well-known works can piggy-back on the success of original, and in some cases even exceed them in popularity.
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One Response to Spreadable Media Final Thoughts

  1. clarewells says:

    I wish I’d thought of playing with tags to see what a difference it made. I mostly covered whether it’s ethical or not to misrepresent videos through inappropriate – people do it a lot to get views (which led to the whole ‘reply-girl’ scandal) and why YouTube doesn’t display tags. I guess they do make a big difference.

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