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How Defining Virality Reveals the Truth About ViralContent

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A look at the different understandings of what constitutes viral content exposes the rare nature ofwhat ultimately drives content to go viral.

What does it actually mean to go viral?

We hear a lot about what increases the likelihood of making content “go viral,” why certain blog posts andvideos have gone viral, but there’s little known about what actually factors into virality.

After a review of research on the subject, definitions have emerged from academics, biologists and onelarge social media giant. It suggests a more nuanced understanding of how information is spread on theInternet and the surprising rarity of viral content.

See also: These Emotions Might Make Your Written Content Go Viral

Going Viral as Defined by Biology

A virus is a microscopic organism that requires a host body to survive, replicate and spread. It’s commonlyspread through what’s called horizontal transmission, which is when a disease spreads within the samespecies through physical contact or airborne transmission. When a virus “goes viral,” it spreads from theoriginal source to another, and another and another — capable of being dispersed far from the originalsource.

According to research from the University of Arizona, a single contaminated doorknob in a office building— infected with a tracer virus similar to Norovirus — spreads to as much as 60 percent of surfaces in twoto four hours.

Anyone who has published a hit post knows clicks and social media impressions can seem toaccelerate just as fast. This basic model of how viruses spread has informed how we understand thespread of digital content, but recent research on the subject complicates this understanding.

Structural Virality

Mircrosoft Research and Stanford University researchers recently applied the biological definition of viralityto the spread of approximately one billion tweets and retweets on Twitter. The researchers, led by StanfordUniversity Assistant Professor Sharad Goel, came up with their own definition of virality. It’s calledstructural virality; it involves math and it looks like this:

It’s essentially the average distance between each person thatspreads a piece of content, from the creator to each person thatclicks share. That means an article of a bizarre or shocking crimecreated by Yahoo News that receives a million hits — but israrely shared — isn’t really viral at all, since only one source —Yahoo News — shared the story. Meanwhile, a modestlytrafficked BuzzFeed quiz on bookish introverts that’s shared amongthousands of like-minded bookish introverts, earns a significantly amount of virality.

Broadcast diffusion (left) and viral diffusion (right).

Going Viral as Defined by Facebook

An update to Facebook’s insights — its page to help Facebook page owners track the performanceanalytics — introduced the option to see the “viral reach” of each post. When Facebook introduced it, thesocial media giant defined it as the the number of people who created a story from a post on yourFacebook page, divided by the number of “unique people” who have seen that original post.

See also: 5 Ways to Make Your Content More Original

That means if you publish a post on Facebook and it’s passed in front of 9,000 unique viewers — but only90 shared it with their friends — it has a virality of only 1 percent.

This understanding of virality is specific to the structure of Facebook, but it helps emphasize the importanceof interaction when measuring virality.

When Going Viral Isn’t Actually Viral

As we’ve seen above, narrowing down a real definition of viral is incredibly difficult. Partially, this is due tothe new nature of this field of study, but the biggest challenge may be the attempt to measure events thatare too rare to accurately analyze.

Much of what we think is viral isn’t. In their research, Goel points out that the chances of content going trulyviral in their dataset was one in a million. Approximately 99 percent of tweets ended either with retweetsfrom immediate followers or no retweets at all. This suggests the rich conversations we like to think arehappening around our content may be somewhat one-sided.

Much the same is true with Facebook as well, according to an article from “digital marketing advisors”Convince and Convert. In looking at a client’s Facebook page with over 500,000 followers, they found thatthe “organic reach” — total number of eyes on a post — was six to 12 times higher than the”viral reach,”which accounted for only about 1.2 percent of traffic.

What’s Really Happening?

If content isn’t as viral as we might think, then how does it really spread?

More often than not, Goel’s research suggests the spread of information is more similar to a broadcast ofthe Super Bowl than a fast-moving virus. The difference is that in broadcasting, a message is sent topeople directly — whereas a viral spread relies on spreading via word of mouth. The difference looks likethis:

For every 10 tweets in the researchstudy, Goel and his team found onlyan average of three retweets. Thismeans there’s less person-to-personsharing and more traditional“broadcasting” than we mightimagine.

It may be that, despite the rapidchange the Internet has brought toour communication, the spread ofcontent might be less diverse than the days before viral web content was even possible.

What are your thoughts on the debate of viral content? Share them with us in the commentssection below.

To Read More About Content Marketing, See Below:

Why Time on Site Is a Rising Metric In Content AdvertisingWhen Is a Bounce Rate Too High? (Plus, What You Can Do to Shrink It)5 Promotion Platforms Marketers Should Be Using For Content Right Now

Images: The structural virality of online diffusion. Authors: Sharad Goel, Ashton Anderson, Jake Hofmanand Duncan J. Watts.

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