Studying online engagement

What Buzzfeed, Medium and Adafruit Know About Engagement:

“When we have something that’s a hit, usually our response is not, let’s do more of those. Our response is, let’s figure why this is a hit and make variations of this. This was successful because it was tied to someone’s identity, it was successful because it had cats in it, or it was successful because it had humor, or it was successful because it tapped into nostalgia. If you’re making entertainment content, which is a big part of what we do, you look at that hit and you say, ‘Why was that successful? Can I do it again? Can I make something else that people really love and want to share?’ And you try to vary it, even though you know doing something derivative would work. Long term, you want to have a deeper understanding of how to make great things. That’s really the focus. That comes from people in a room talking and saying, ‘Oh, let’s try this, let’s try that.’ And valuing people doing new things, not just valuing people doing big things.”

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