At the time our Facebook strategy was, ‘We have heard of Facebook’. We always thought if you’re going to hear about theCHIVE it will be from word of mouth. Instead of joining the lemmings, we spent the summer of 2014 throwing a series of music festivals across the US, Chive Fest. We knew we were going to lose a ton of money on it but we didn’t care. We just wanted to connect with our community on the largest-scale possible, shake every hand, take every picture, raise all the glasses.
We always thought our audience was smarter than clickbait. Why pander to them with uncreative, calculated content?
That decision made us a laughing stock amongst the internet community. One guy who thought he was hot shit from one of our competitors asked me, “What do you mean, you don’t have a clickbait strategy? You’re going to throw a music festival instead? Seriously, how stupid are you guys?”
“If you don’t get focused and start clickbaiting, sorry, if you don’t start enhancing your headlines you won’t survive.”