Going Viral

Brent Coker

Going Viral

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18min

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Going Viral explains what makes digital content go viral, using a careful analysis of the nine principal factors that cause people to want to share an image, an article or a video. Drawing on various disciplines, such as maths, psychology and economics, Brent Coker reveals the human mechanisms hidden behind a simple click or an innocent like.

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Analysis and key concepts

01.

We need to be motivated to share content

02.

What is “social currency” and why is it so important?

03.

When we communicate on social media, we are driven by the need to increase our self-esteem, to feel superior and to show a positive image of ourselves

04.

Emotions are very powerful because they motivate us to act and they are highly contagious

05.

Our expectations make us more communicative and eager to interact

06.

Leveraging people’s passions to create a sense of identification is an excellent strategy for creating content that can go viral

07.

Our innate sense of justice makes us feel called to action when we see disadvantaged people struggling

08.

We tend to follow the crowd when we are afraid of making bad choices and prefer to believe that other people know what they are doing

09.

As human beings we have an innate need to affirm our belonging to a group

10.

Content must have a positive and transformative impact on the viewer

11.

Quotes

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Take-home message

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Many useful tips to:

  • Understand that the factors that push people to share content are actually predictable.
  • Appreciate the importance of “social currency” in viral marketing.
  • Recognise that people’s actions are guided by their emotions.

Brent Coker is a digital marketing pioneer, researcher and professor at the University of Melbourne, who has dedicated years to researching and studying what motivates people to share content on the internet. He holds a PhD in consumer psychology and was the first to develop an algorithm that can predict the spread of memes and advertising videos.

Publishing house:

FT Press

Year:

2016

Pages:

160

ISBN:

978-1292087924