In order to achieve high shareability and high popularity the meme supply has to be expansionary but strategically controlled so that it doesn’t negatively affect its shareability. Memes are like currency: you need to balance supply (or accessibility) and inflation. Top-down media and celebrity endorsement gives you instant scale but burns out within a couple of days by decreasing the shareability of the meme.Ĩ. Slow and spikey wins the race.Weak ties and communities sustain for weeks but they don’t give you scale in the short term. Virality is only sustained through a strong narrative and leadership.ħ. Leadership. A meme needs a focal point to live longer. Glocality. Memes transcend geography but a successful meme needs a balance of both local relevance and global appeal.Ħ.

Communities drive viral spread way more than influencers.ĥ. Waves. Whatever the trigger, virality is not asteady affair it spreads in waves and spikes.Ĥ. Triggers.Whatever the model, virality is triggered by surprise, cultural relevance to a community, and endorsement by a leader or the media.ģ. Chose your model of virality and plan according.Ģ. Rises spread more slowly and less widely but they tend to endure because the meme has a focal point. The Rise model is top-down: the original seed is always stronger than its variations and has a clear leader dictating the narrative.Bursts spread widely more quickly but don’t endure.

The meme relies on community relevance to spread. The Burstmodel is bottom-up:the variations are more powerful then the original seed and there’s no clear leadership or narrative. Bursts and Rises: There are 2 models of virality. Looking at the spread on Twitter of two global memes, Gangnam Style vs Harlem Shake, Face discovered eight common characteristics which it says led to them becoming viral phenomena, generating thousands of spin-off versions and billions of views.ġ. In a new study looking at ‘How Stuff Spreads’ Face has identified key components that make things go viral. Making the Most of the Recording Studio (15).Internet Strategies, Resources, & Websites (97).How to Put On an Unforgettable Performance (14).

Gaining Support, Sponsorships & Endorsements (13).

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