There’s a question that has been on everyone’s mind; ‘what makes something go viral?’. Twitter’s UK research team decided to delve into this mystery by analyzing 3 very different videos.
- Ryan Gosling Won’t Eat His Cereal
- Dove’s Real Beauty Sketches
- Commander Chris Hadfield Sings “Space Oddity”
In the video below they tracked tweets (Blue Dots) and re-tweets (Yellow dots) and created an image map to show how people share the videos via twitter.
Each video used a different route to virality. The Ryan Gosling video was cross-promoted to other big tweeters and the large portion of its views came from those big sources. The only problem is that after the big tweeters like “Best Vine” and “Funny Vines” stopped tweeting it views shot down to near nothing.
The Space Oddity video took off mainly with early adopters (90% of its total views) and then died out due to lack of sharing.
The Dove commercial achieved virality through highlighting a social issue and counting on people to discuss it/share it. It ended up amassing 3x the views of the others because it relied on word-of-mouth: marketing gold.
All of these videos rely on a two key principles of virality: word of mouth (in this case it’s tweeting/retweeting) and having something extremely unique/never seen before.
These principle apply to the mobile app discovery as well. You can spend thousands of dollars on advertising and see no results, or you can have the users themselves talk about how great your app is.
(Hint: K-Invite provides your users an easy way to share, but developing a unique app is all on you!)