CHAINSMOKINGFotoyapp connects the dots.
This article reveals a strategy on going viral.
Oliver Luckett knows what he's talking about.
Does theaudience.com ring any bells?
It should.
Yappn's parent company is an early investor in that social media platform.
It is said that theaudience.com touches 1 billion online lives in some way.
That is an impressive stat.
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#Selfie Music Video Dominates With Help From Social Media Influencers
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BY KURT WAGNERMAR 10, 2014
We thought the selfie had a banner year in 2013. It was added to the Oxford dictionary. The President of the United States took a selfie at another world leader's memorial service. And multiple selfie apps hit the App Store.
Could 2014 possibly be better?
SEE ALSO: This Selfie Is Pretty Much the Epitome of 'Pics or Didn't Happen'
It's looking that way. If Ellen Degeneres' star-studded selfie at the Oscars opened your eyes to the power of the selfie, a new song by The Chainsmokers should do the same for your ears.
The song, #SELFIE, was posted on YouTube Jan. 29 and, at time of writing, had more than 8.3 million views. The feat is made all the more impressive given the video's simplistic content — it's basically a bunch of random selfies with dance music overlay.
The song has garnered some serious traction lately, and it hasn't done so by accident. The Chainsmokers, a D.J. and producer from New York, N.Y., used a simple, yet powerful strategy to expand the video's reach online. The electronic dance music duo included selfies from dozens of social media influencers in the video, a strategy that ensured the video would be shared online by those carrying the most weight.
It's a strategy known as matrix publishing, says Oliver Luckett, CEO of theAudience, a firm that helps celebrities manage and maximize their social media reach. The Chainsmokers have worked with theAudience since December, and Luckett says that using other celebs and influencers in the video helps it gain traction more quickly.
"The whole idea is, 'how many dots can I connect to this object?'" he explains. The dots Luckett is referring to are social media influencers, who are more likely to share and tag a video if they are part of it. This means more of their followers will see the video and continue to pass it along.
The Chainsmokers' strategy seems to be working working. #SELFIE is No. 4 on Spotify's Viral 50 list, and No. 15 on the iTunes Charts. The video has a long list of influencers featured, including rapper Snoop Lion, DJ Steve Aoki, and hip hop group Far East Movement. The selfies selected were gathered from The Chainsmokers' fans, but also from other celebs who work with theAudience, says Luckett.
Matrix publishing is a strategy that may gain more traction given a recent Facebook change that encourages the behavior. Facebook announced last month that when brands or celebs tag one another in posts, that post could appear in news feed for both sets of fans, not just the brand that posted. That could mean a lot more reach on Facebook, and certainly supports what theAudience has been doing.
"When you have a lot of influencers, or a lot of musicians, or a lot of artists working in concert," he explains, "each of them are bringing their fan bases to the table and you can literally reach tens of millions of people simultaneously."
And to think, it all started with a selfie.