Have you noticed a trend in marketing, usually in videos on platforms like YouTube, where the pitch for engagements (a LIKE, a share, a comment) is getting much more aggressive?
It used to be “…and be sure to share and like…” and then maybe it became “be sure to hit that LIKE button…” Then the big thing was an appeal to “SMASH that LIKE button!”
It’s all very ‘roid rage meets social media.
MMA meets marketing.
Spike TV meets…..well that’s not even a thing anymore.
The point is that its over-the-topness allegedly makes the content seem edgy and exciting — urgent even, when really it isn’t.
The only true way to ensure your content will get in front of as many eyes as possible is to actually make it engaging first and foremost, but also meaningful and useful. It has to pull them in. It has to show them who you are make them believe in the work that you do. Giving you a LIKE and a share is a commitment. One’s reputation is on the line when they give your work such an endorsement. You have to earn that!
If the content you are consuming requests that you smash anything, that does not necessarily mean that it lacks substance, but personally I am not inspired to confidence in the content when I am asked to smash the LIKE button before I’ve actually viewed the meat of the content. Frankly I am uncomfortable with how often that is where this appeal is made. It is basically telling you “Smash that LIKE button and then I’ll show you whether the video warrants any such enthusiasm.
Anyway, now that I’ve given you the opportunity to read what I’ve got to say on the subject, if you feel it is of any value, I want you to DESTROY that LIKE button and OBLITERATE that SHARE button! While you’re at it, head on over to the Dailey Freelance page on Facebook and DISMANTLE that SHARE button as well. Come on!