– On Virality –
What makes something like a song, a news clip, a meme go ‘viral’ ?
Every person is born average and dies unique . Individual experiences are unique, we grow along different pathways.
Virality in communication is not the same virality as in epidemiology. Marketing virality is never a purely ‘person- to -person’ transmission.
But ,if people are different how is it that one thing appeals to so many, so soon?
What is the process by which things go wildly buzzy ?
The MISCONCEPTION is that brands don’t need sophisticated distribution strategies for big reach and impact . If you have content worthy of being infectious, you can sit back and wait for it to become an epidemic of likes!
👆🏽This is false.
In epidemiology, a ‘viral’ indeed has the potential to spread exponentially. It travels in a multiplicative chain: one person infects two who in turn infect four and so on …
But the Internet does not facilitate this as its first nature. The brute majority of social content dies without any buzz. The best successes come directly from its original source reaching millions.
This broadcast push when combined with ease of sharing via online means can and does result in virality.
Popularity on the Internet is driven by the size of the largest broadcast.
It is not ‘million one-to-one moments’ as much as a few ‘one-to-one-million moments’.
People are social animals: they love, hate,gossip and share things along.
Much of what we call virality is really a function of “network linked broadcasters” – people or companies distributing information to many viewers at once.
Networks play a crucial role in the virality of content on social media by facilitating rapid dissemination and engagement.
Recommendations reduce noise, steering us toward the good stuff. As a result, we feel secure flocking toward the flock.
We ask, we observe, we listen.
Here are some of the factors involved👇🏽:
1. Seeding Strategy
Targeting influential users or “seeds” with large networks can amplify reach. Big hubs give big results.
2. Social Capital
Strong ties can enhance message sharing, while diverse networks can connect different clusters, increasing exposure.
3. Content Quality
Content that resonates emotionally, such as humor or relatable themes, tends to be shared more widely.
4. Platform Dynamics
Different social media platforms have unique user cohorts and sharing behaviors. What works on Facebook may not translate to LinkedIn.
Remember that:
THE WEB -in terms of search ability- IS VAST YET SMALL
THE WEB -in terms of social connection- IS SMALL YET VAST