The Wil Wheaton Effect (Part 2)

Why is something more popular with the public than comparable items in the same category? Using Wil Wheaton's blog as a case study, we can see how its components maximize its popularity and turn a good blog into a internet superstar. The writing is interesting and done well, but there are a lot of commentaries on the internet that may also be as interesting but not read as frequently. The question is, what are the aspects of the Wheaton blog that would produce the level of popularity that it has attained?

To be in the upper stratosphere of popular bloggers, you need to be able to write satisfactorily - that's a given. No one is going to read what looks like sentences and paragraphs if the words are just strung together without structure and coherence. We need to look beyond that to see what characteristics provide additional credits to reach high score.

The largest component of the blog's popularity probably comes from the blogger being a celebrity. The public is strongly interested in knowing what celebrities are like in real life (consider the popularity of candid photos of celebs in their old clothes at the supermarket). While a picture gives us a peek at the celeb's personal life, the people still want the thousand words to fill in the gaps that even the unbridled imagination cannot. The pay dirt that fans look for to find the real person behind the staging is a star's own words, not filtered by publicists or crafted to create an image.

Of course any celebrity could just have their assistant type a few lines of fluff about their minor concerns. Here is where Wheaton differs from ordinary celebrity comments and enhances his level of popularity. He writes it himself, incorporating three value-add traits that put him above the rest. He writes about relateable things, he shows himself as financially and socially equal with his readers, and he interacts personally with them. At the same time, he retains the mystique of being a media celebrity that people can still see on their television.

Can anything else be added to the mix to enhance the celebrity value? You bet. The popularity of a celebrity can change over time, but the ones that hold a high steady value are the ones that have an association with a cultural touchstone, like Star Trek or Star Wars. Think about Carrie Fisher. No matter what her age or what she does, she will still cause people's pulse to race as they picture her in her hair buns or slave bikini. Likewise, Wheaton is a permanent fixture in the Star Trek firmament, and he will always benefit from its reflected glory.

Beyond the inherent value of celebrity, additional points are gained by Wheaton for providing the right subject matter. Here Wheaton really excels. His subjects are the four pillars of popular writing: everyday life activities, Hollywood, family situations, and unique perspective (as in being an original source of behind-the-scenes information about a popular television series). With these, Wheaton is playing four aces.

Finally,the writing style provides the extra extension on the pinnacle of success. Dry, factual writing would retain only a small but loyal readership. Instead Wheaton frequently uses a sentimental style, sometimes maudlin, and this style evokes an emotional bond with his readers that keep them coming back for more.

The question then arises, can this formula be replicated? It would seem unlikely. Perhaps the planets can only align for Wheaton and he alone is the once and future king.