Bassem Youssef: Contagious! @drbassemyoussef The return of Bassem Youssef yesterday created such a contagious buzz on Egyptian Socialmedia that made #باسم_يوسف trend globally which is magnificent impact. But hey, lets wait a second? Why Bassem Youssef became that contagious? Maybe he is less likeable compared to pre. June 30 but definitely Bassem Youssef yesterday became more contagious. It is a bit surprising when you question some absolutes in your life ,like Bassem Youssef now in the Egyptian life, but lets try to explain the reasons of Bassem youssefs twisted strategic shift towards contagiousness over likability which might be an opportunity cost he is paying . I have read recently a book called Contagious : Why Things Catch on and it basically describes the science of sharing and why things go viral, so I decided to take this framework of the book to try to come up with an answer of why Bassem Youssef is becoming contagious ? The framework is called the STEPPS framework : -S Social Currency -T Triggers -E Emotions -P Practical use -P Public -S Story -Social Currency: In order to be different and make a portion of his audience feel special,Bassem Youssef tackled Social Currency through taking a different stance from the current Mass Pro Military majority or the Brotherhood minority. By attacking the propagandists without touching the military and without slamming the brotherhood harshly , he managed to leap over many undesired bloody details that happened in Egypt that would have made his comeback a celebration of MBs dead bodies and would have made him look propagandist , thus he managed to successfully keep his uniqueness and make a portion of his audience feel the same. In the same time, as the episode was fluid, you wouldnt be upset if you are Pro-Military stance because the military itself needs this kind of relief and buffer. -Triggers: Bassem Youssef used the current triggers in the Egyptian public opinion to create Buzz and Interest (Usage of Coup, Anti Coup, Teslam Al Ayadi, Sissi). The Bassem Youssef team knows the triggering ides and public opinion thoughts and manages them perfectly. -Emotions: Bassem used Emotion very well in the episode by showing the Sissi Chocolates , The whisper and Grunting of Ahmed Moussa and all the females about Sissi. The team managed to used the Emotions the Egyptians has for Sissi to create buzz and build his episode on. however, he criticised the behaviour of Sissi fans and didnt criticise the man because the emotions source is from Gamahear or The Public which has to be fine tuned. Bassem Youssef insisted on asserting that he is not a propagandist when he included leaked Sissi video which i see provided mixed emotions and subsequently further buzz. -Storytelling : Bassem Youssef used Storytelling in the 30 Seconds Video of what Happened in Egypt and the Sketch which is a smart way to create contagiousness with its simplified story message straight to the point avoiding undesired details and debates. In Sum, Bassem Youssef succeeded in creating more word of mouth through his hardcore fans, the Sissi Ultras and the MBs using a fine tuned and finely crafted message in Virality . Whether you like him or not, you cant help but talk about Bassem Youssef and this is what he wants !
Posted on: Sun, 27 Oct 2013 06:00:51 +0000
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