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The Absurd Route to Instafame

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Take the unorthodox way to both attract and fascinate Instagram followers by compromising their comfort zone. This presentation will show methodology and process by analyzing the most outlandish (and popular) Instagram accounts, photo themes, and social celebrities. Topics include appropriate eccentricity, the “train-wreck” phenomenon, bizarre character design, and meme virality.

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The Absurd Route to Instafame

  1. 1. © 2014 PETER MAYER PETECreative ideas worth spreading THE ABSURD ROUTE TO INSTAFAME
  2. 2. 2© 2014 PETER MAYER © 2014 Peter Mayer Instafame – noun 1. THE SUDDEN NOTORIETY FROM ACTIVITY ON SOCIAL NETWORKS INCLUDING INSTAGRAM, TWITTER, YOUTUBE OR VINE.
  3. 3. 3© 2014 PETER MAYER © 2014 Peter Mayer 2. WHEN 15 MINUTES OF FAME ONLY LASTS 6 SECONDS. Instafame - noun
  4. 4. 4© 2014 PETER MAYER THE ABSURD ROUTE TOINSTAFAME > Traditional vs. Absurd > Absurdity in action > The Absurd model > Case studies: Absurd With Intent > Absurd Instafame goes main stream
  5. 5. 5© 2014 PETER MAYER TILA TEQUILA TRADITIONAL VS. ABSURD
  6. 6. 6© 2014 PETER MAYER ROB FORD TRADITIONAL VS. ABSURD
  7. 7. 7© 2014 PETER MAYER TRADITIONAL VS. ABSURD TRADITIONAL VS. ABSURD
  8. 8. 8© 2014 PETER MAYER BOTH? TRADITIONAL VS. ABSURD
  9. 9. 9© 2014 PETER MAYER >The Dark Side >Dark humor >Positive reaction not intended >Self-awareness mystery >Spectrum of follower interest >Unorthodox fascination >More niche groups >Questionable transparency >As an approach it’s intentional WHAT’S ABSURD? WHY ABSURD? THE ABSURD MODEL >Unsaturated method >Core of Viral content >Niche opportunities >Fresh satire >Niche = Younger audience >Less effort to place >Train crash phenomenon >Versatile • Character, thematic format, topic commentary, sound bites, memes,
  10. 10. 10© 2014 PETER MAYER VIRAL THEORY THE ABSURD MODEL Mode of Persuasion Aristotle, 350 B.C. Emotional appeal Logical appeal Ethical appeal Meme Synergy Schwartzman, 2004 Strong Emotional Appeal Reuse potential Quality/consi stency Familiarity New Virality Berger/Milkman, 2013 Strong Emotional Stimulus Unexpected Satire/commentary Potential Quality of Story Memory-inducing Trigger
  11. 11. 11© 2014 PETER MAYER ABSURD MODEL ABSURD MODEL Virality Berger/Milkman, 2013 STRONG EMOTIONAL STIMULUS UNEXPECTED SOCIAL SATIRE QUALITY STORY MEMORY TRIGGER Unbelievable Pointless Replicableformat (module) Understandable Controversial Ragsto riches backstory Impressive effort Well developed Niche style Popular topic Familiar format Fears/phobias Rare Human experiences Vulnerable Irrational Absurd Inspiring Confusing Uncomfortable Embarassing Traditional
  12. 12. 12© 2014 PETER MAYER >Choose Medium • Photo, video, blog, etc.. >Designate Format • Theme, character, topic >Define audience • Who will be offended, who won’t understand it, or will misinterpret it? >Trending opportunities • Consider repurposing current viral formats >Identify traps THE ABSURD PROCESS THE ABSURD MODEL
  13. 13. 13© 2014 PETER MAYER CASE STUDY @LEGENDOFANWAR
  14. 14. 14© 2014 PETER MAYER @LEGENDOFANWAR CASE STUDY
  15. 15. 15© 2014 PETER MAYER HOT-DOG-LEGS.TUMBLR.COM/ CASTSTUDY
  16. 16. 16© 2014 PETER MAYER @MRPIMPGOODGAME
  17. 17. 17© 2014 PETER MAYER @COOKINGFORBAE CASE STUDY
  18. 18. 18© 2014 PETER MAYER @COOKINGFORBAE CASE STUDY
  19. 19. 19© 2014 PETER MAYER DEEPSEAFAUNA.TUMBLR.COM/ CASE STUDY
  20. 20. 20© 2014 PETER MAYER DEEPSEAFAUNA.TUMBLR.COM/ CASE STUDY
  21. 21. 21© 2014 PETER MAYER HONEY BOO BOO THE ABSURD ROUTE TOTHE MAINSTREAM
  22. 22. 22© 2014 PETER MAYER PEACHES FOR PANTIES THE ABSURD ROUTE TOTHE MAINSTREAM
  23. 23. 23© 2014 PETER MAYER HONEY BOO BOO THE ABSURD ROUTE TOTHE MAINSTREAM
  24. 24. 24© 2014 PETER MAYER SWEET BROWN THE ABSURD ROUTE TOTHE MAINSTREAM
  25. 25. 25© 2014 PETER MAYER © 2014 Peter Mayer THANK YOU

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