Shock Value of Word of Mouth

Explains how content can go viral.

Why does content go viral? It is the shocking, surprising or amazing things in content that trigger a massive word of mouth response. Typically, people will share content at a very low rate, so even if you get 100s of views on a game trailer, or another piece of marketing, most people will not react to it or share it. However, if you can create some uniquely interesting element, you can trigger people to share your content at a much higher rate. So viral content doesn’t need high initial viewership to work: It just needs a critical mass of viewers who are excited to share what they see. Once you create that interaction, word spreads like wildfire. The key ingredients to the viral recipe are (a) a receptive audience, (b) of significant size, (c) and a highly interesting piece of content.

The Long Dark