“If it doesn’t spread, it’s dead.” That’s basically how content on the internet is these days. It is true, that most creators intend to have some type of audience, or market, to provide to, and it’s all about spreadability that will lead to success.
Spreadability is the potential for audiences, both technical and cultural, to share content for their own purposes. Stickiness, however, is the need to create content to attract an audience, and that’s what most companies aim for. But, which one is best for business?
In my opinion, I think content that is spreadable will get more success and acknowledgement in the end. Stickiness, has the means to have a clear producer, marketer, and audience. Spreadability is a blur of all these roles, making it more versatile and more likely to be spread around. No pun intended. But either way you define it, the producers or makers of the content want people talking, texting, instagramming, and tweeting about their product. It’s all about how their content is circulated, whether its cultural, personal, political, or economical.
But, let’s talk about Buzzfeed and their need for stickiness. Buzzfeed and other websites that are similar helped create a new term, a “listicle“. A listicle is basically an article with the format of pictures or bulletin points. A typical tagline is, “Top 15 Places to…” or “10 Things You Didn’t Know About…” The point is to generate more page clicks and more views to bring in more money. And as the book is quoted saying; “If it does’t spread, it’s dead,” and that’s just bad for business. Buzzfeed is infamous for this, yet the listicles lead to getting spreadability because they are always shared on Facebook, Twitter, or links on Instagram. Is Buzzfeed one of those new hybrid mixtures of both Stickiness and Spreadability?