Ready to “Wordle Your Station?”

Imagine increasing your audience from 90 to more than three million in 13 weeks. Crazy, but that’s exactly what happened with Wordle. Given that explosive growth and the phenomenon that Wordle has become, it’s worth a look into some of the key elements that are driving the game’s popularity and, by so doing, “Wordle your station.”

Why It’s Popular

First, Wordle is easy to play. The rules are simple and there’s virtually no barrier to entry. Its platform and format are agnostic, so it “fits” anywhere.

It’s quick to play, so it’s relatively “guilt-free” in terms of time commitment.

Wordle is also an “agency expanding game” where players feel increasingly empowered to succeed as they play. Plus, since all players are trying to uncover the same word, there’s a feeling of unanimity, a community alike in the sense of “we’re all in this together.” Solving the puzzle provides its own instant reward in terms of personal achievement, but also something physical. According to SmithsonianMag.com and Psychologist Lee Chambers, “it leads to the release of dopamine, a chemical that causes people to seek out a positive experience again.”

At the same time, however, the game has a built-in tension as the number of opportunities to solve the puzzle decrease with each unsuccessful attempt. It’s like the ticking time bomb in a movie.

Plus, there’s Wordle’s “scarcity” – just one play a day – which drives anticipation.

Going from 90 to 3,000,000

Word-of-mouth continues to be one of Wordle’s best friends as is social media. The game is built to be easily shared, making it easy to let your friends know “in how many” on any platform you choose. This adds to the game’s promotion and reach, not unlike those “sent from my iPad” tags.

Also helpful (so far, at least) is “Wordle’s refusal to engage with some of the worst instincts of the digital economy – over-monetization, intrusive data collection, and addictive designs of games and algorithms – makes it stand out and ensures the best experience for fans.”

Five Ways You Can “Wordle Your Station”

Studying success stories of related businesses – and from an entertainment standpoint, Wordle is certainly related – is inspiring and thought-provoking. I took this thinking for a ride and came up with five takeaways from Wordle’s success. Use them to jumpstart your creative thinking about how you can “Wordle your station.”

1 – Your creation should be simple to enjoy with little or, ideally, no barrier to entry.

I’m a big believer in the power of station databases but mixing in “no strings attached” events will increase the size of your audience. Then, the next time you choose to require opt-in data, you’ll be asking for that information from a much larger group. Similarly, resist the pressure to monetize your idea from the start. “Free” is a gift to the audience. “Monetization” makes it a purchase and creates a potential entry speedbump.

2 – Encouraging sharing.

Make social media sharing part of your design. Facilitate sharing with clickable tweets or posts, share buttons, examples of personal messages, photo ideas, or “brags.” Power up shares by publicly acknowledging them. Start and/or engage in social conversations about your creation.

3 – Build a sense of community.

The pandemic was a lesson in community, with all of us going through the same things together. Some of radio’s most shining moments came out of our efforts to encourage and care for one another.

Obviously, we’re talking about creating a different community, but still, one where we’re all on the same page. This is a wide-open opportunity encompassing everything from games to episodic content as well as opportunities to encourage participation and user-generated content from community members.

Your only boundaries are those of your brand. But remember that a community exists to serve its members.

4 – Provide instant gratification.

Instant gratification has evolved into an expectation. Whether it’s a game, a download, or something else, an immediate reward for participating is another way to “Wordle your station.” If the process and reward can be self-empowering, even better. And be sure to extend congratulations and respond to user comments promptly via your own social and on-air platforms.

5 – Leverage scarcity.

Too much of a good thing is, literally, just that. Providing regular but limited opportunities to enjoy your offering leads to anticipation and increases its value. At the same time, however, you’ll be smart to consider how this event can be iterated in the future to become even larger or more iconic.

Can you “Wordle your station?”

Absolutely.

And if you get your cume to 3,000,000, be sure to let us know right away.

Related:

Creating Anticipation: Football, Commercials and Radio

© Mike O’Malley, Mike O’Malley LLC, 2022

Photo by Joshua Hoehne on Unsplash