From Baby Yoda to TikTok Challenges: Harnessing the Unstoppable Power of Shareability in Today’s Entertainment Galaxy

In an age where a dancing Grogu (Baby Yoda, for the uninitiated) captures hearts and “Renegade” dancers rule the web, the new currency of success isn’t just talent — it’s shareability. Dive into a universe where pop culture meets the strategic brilliance of experts like Brendan Kane, exploring how the biggest hits in entertainment aren’t just created, but shared, reshared, and loved globally. Whether you’re a content creator, a marketer, or just someone humming the latest viral tune, journey with us to discover why shareability is the star around which the modern entertainment world orbits.

Prompt: Shareability

In today’s era where “Game of Thrones” memes can dominate our feeds for weeks and TikTok challenges can launch obscure songs to global fame, the measure of success for entertainment Intellectual Property (IP) has morphed. It’s no longer just about ratings or box office numbers; it’s about shareability. As Breandan Kane, a growth strategist who has collaborated with celebrities like Taylor Swift and Rihanna, aptly puts it…

“If you want to scale and grow in today’s world, you must understand the ecosystem of social platforms.”

Why Pop Culture and Shareability are Inseparable:

A beautiful juxtaposition between seemingly unrelated subjects can often create the most captivating content. As seen with the unlikely pairing of Barbie and Oppenheimer, the film industry was set alight, bringing both kids and adults, science enthusiasts and fashion aficionados to the theaters in droves. The unexpected connection between a toy symbolizing beauty and femininity and a historical figure associated with nuclear physics and warfare is as astonishing as it is intriguing.

The Barbenheimer phenomenon is reminiscent of the magic that occurs when two seemingly different worlds collide. In the world of art, we’ve seen it in works like Andy Warhol’s “Campbell’s Soup Cans” where commercial consumerism met high art. Or in music, where genres like rock and classical fused to create symphonic rock. These unexpected fusions break the monotony, catching the audience off-guard and drawing them in.

In a content-saturated world, it’s not enough to be just good or even great. What leaves a lasting impression is when one defies expectations, challenging conventional wisdom and blending the seemingly unblendable. As Barbenheimer teaches us, sometimes, it’s not about the individual brilliance of the components, but the magic they create when combined.

For content creators, this is the holy grail — to surprise and delight their audience, to make them think in new ways, and to present them with a fresh perspective. The challenge is to push boundaries, to be daring and innovative, and to remember that sometimes, the most compelling stories come from the most unexpected places. So, here’s to the next Barbenheimer, waiting to be discovered in the juxtaposition of the unfamiliar!

Here are some more examples:

1. The “Baby Yoda” Effect: Remember when the internet was flooded with adorable “Baby Yoda” memes from “The Mandalorian”? This wasn’t just about a cute alien; it showcased the power of shareable moments in pop culture. A character, a scene, or even a line can ignite the internet if it strikes the right chord.
2. Music Challenges: From Drake’s “In My Feelings” challenge to “Blinding Lights” dance routines, when a song becomes shareable content, it’s not just a hit; it’s a cultural phenomenon.
3. Series & Movie Quotes: Think of how “May the force be with you” or “On Wednesdays we wear pink” has been shared, re-shared, printed on t-shirts, and become part of the lexicon. That’s the magic of shareable pop culture.
4. The “F.R.I.E.N.D.S” Phenomenon: Decades after its original airing, quotes like “We were on a break!” and moments like Joey’s “How you doin’?” still find relevance in contemporary memes, GIFs, and merchandise, all thanks to their shareable nature.
5. Marvel’s Post-Credits Scenes: Marvel Studios transformed movie-watching habits with their post-credits scenes, snippets that hint at future films or storylines. These scenes become instant talking points, shared, and analyzed on social media, ensuring that the conversation continues long after the film ends.
6. “Bird Box” Blindfold Challenge: Netflix’s movie “Bird Box” gave rise to the “Bird Box Challenge,” where participants would try to perform tasks blindfolded. Its inherent shareability meant social media was flooded with these videos, further boosting the film’s popularity.
7. Reality TV Reactions: Shows like “The Bachelor” or “Keeping Up with the Kardashians” have given the internet a goldmine of reactions, GIFs, and memorable quotes that people share in response to everyday situations.

Brendan Kane’s Nuggets on Shareability:

Having recently immersed myself in Brendan Kane’s latest literary offering, “One Million Followers,” I’ve garnered an even deeper appreciation for the nuances of digital strategy and the pivotal role shareability plays in sculpting an influential online presence.

Brendan Kane has dissected the DNA of viral content and distilled it into actionable insights. Through his vast experience, Kane has pinpointed key strategies that can amplify a brand’s presence in the crowded digital landscape. Dive in as we unpack Brendan Kane’s top nuggets on mastering the art of shareability in today’s hyper-connected world.

1. Tailored Content: Kane emphasizes the importance of customizing content for different platforms. A scene that works on YouTube might need tweaking for TikTok or Instagram stories.

2. Authentic Engagement: Brendan Kane often speaks of genuine engagement. The more organic and relatable your content, the higher its potential to be shared. Kane suggests interacting with the audience, understanding their feedback, and iterating content accordingly.

3. Data-driven Decisions: Kane champions leveraging platform analytics to understand what works and what doesn’t. When a particular meme, quote, or challenge starts trending, it’s not by accident. Behind that virality, there’s a wealth of data insights.

Enhancing Shareability with a Pop Culture Twist:

In the vibrant tapestry of today’s digital realm, the power of virality can turn a fleeting moment into a cultural cornerstone. While originality is crucial, it’s equally essential to understand the currents of popular culture that can elevate content to unparalleled heights of engagement. Let’s explore three cardinal strategies that can significantly magnify the shareability quotient of any piece of content. Whether you’re a budding creator or an established brand, these methods serve as a blueprint for resonating with audiences on a profound level:

Incorporate Trends:
Integrating current pop culture trends or challenges can make your content more relevant. Think of how brands and movies jump on trending challenges to promote themselves.

The meteoric rise of Netflix’s “Squid Game” serves as a masterclass in the power of capitalizing on trends. The series, with its colorful visuals and intense survival games reminiscent of children’s playground activities, inadvertently sparked a plethora of online challenges and trends. Social media platforms, particularly TikTok, were flooded with users recreating the iconic “Red Light, Green Light” game, trying out the Dalgona candy challenge, or even attempting to replicate the haunting doll’s motion-detection abilities. Brands, too, were quick to jump on the bandwagon, creating their own renditions of these challenges or incorporating the show’s motifs in their promotional materials, thereby staying relevant and resonating with the series’ vast global audience.

Collaborate with Influencers:
As Brendan Kane points out, collaborations can amplify reach. Teaming up with an influencer who aligns with your IP can make your content resonate with their vast follower base.

The recent retelling of the iconic Addams Family character, “Wednesday,” directed by Tim Burton, showcases the power of collaboration with influencers. Recognizing the character’s unique blend of dark, quirky charm, the show’s promotional team collaborated with beauty influencers known for their gothic and vintage aesthetics. One memorable campaign saw a famous makeup influencer recreating Wednesday Addams’ signature look, adding a modern twist to resonate with today’s audience. This strategic alignment allowed the show to tap into a niche follower base, who were not just fans of the influencer but also the perfect demographic for “Wednesday.” By merging the influencer’s reach with the show’s IP, they successfully amplified their promotional efforts, making a significant splash in the highly competitive streaming market.

Embrace Fandoms:

Shows like “Sherlock” and “Stranger Things” have dedicated fandoms. Engaging with these communities, encouraging fan theories, art, and discussions can enhance shareability.

Example from “Sherlock”:
BBC’s modern take on Arthur Conan Doyle’s iconic detective, “Sherlock,” quickly amassed a dedicated and vocal fandom known as the “Sherlockians.” Recognizing the potential in this community, the show’s creators and marketing team engaged with fans online, often sharing fan-made art or theories about the show’s intricate plots. For instance, after the cliffhanger ending of the second season, where Sherlock’s apparent “death” left viewers in shock, the online realm was abuzz with theories and explanations. By subtly endorsing these speculations, either through retweets or occasional comments, the creators fueled the fire of anticipation for the next season. Fans felt valued and involved, which only furthered their commitment and increased word-of-mouth promotion.

Example from “Stranger Things”:
“Stranger Things,” Netflix’s homage to ’80s nostalgia, developed a massive, devoted fanbase eager to immerse themselves in the universe of Hawkins, Indiana. Recognizing the creative potential within this community, Netflix frequently promoted fan-created content. For example, they celebrated and shared fan-made posters, DIY Demogorgon costumes, and fan theories about the Upside Down across their social media channels. Additionally, they often held contests where fans could submit their art or ideas, with winners getting their creations showcased or receiving exclusive merchandise. This engagement strategy fostered a sense of community among fans, making them feel seen and integral to the show’s success. The shareability of such content was enormous, further propelling the show’s popularity to dizzying heights.

Conclusion:

Shareability is not just a buzzword; it’s the lifeblood of content in today’s digital era. At the heart of successful content lies the powerful intersection of pop culture and our innate human desire to connect, share, and belong. As the Barbenheimer phenomenon and countless other pop culture instances have shown, shareable content transcends borders, breaks through the cacophony, and forms a universal bond among audiences. Whether it’s the viral charm of “Baby Yoda,” the dance-worthy beats of trending music challenges, or the dedicated zeal of fandoms like “Sherlockians,” these moments resonate because they capture our collective imagination.

Brendan Kane’s insights provide a roadmap for this. By tailoring content, engaging authentically, and harnessing data-driven strategies, creators can carve a niche in this bustling realm. The stories we share, the memes we laugh at, and the challenges we partake in become shared experiences, binding us in an invisible web of shared culture.

But why is this imperative for creators and brands? Because in a world inundated with content, what stands out is not just quality or innovation, but relatability and resonance. It’s about evoking a feeling, sparking a conversation, and becoming a part of the collective consciousness. Shareability, therefore, is the golden key that unlocks longevity, loyalty, and love for content. As we navigate the ever-evolving digital landscape, may we all find our own “Barbenheimer” moment, tapping into the magic that lies in merging the familiar with the unexpected, and in doing so, creating content that isn’t just seen, but felt and shared.

If you haven´t read it I recommend Brendan Kane´s book: “One Million Followers”.

In my next article I will give all creators, screenwriters and authors a guide for incorporating shareability into their next project.