Editing Viral marketing (section)

==What makes things go viral==
Marketer [[Jonah Berger]] defines six key factors that drive virality,<ref>{{cite web|url=https://www.fastcompany.com/3006693/fifty-percent-of-the-tipping-point-is-wrong-jonah-berger-shows-you-which-half|title="Fifty Percent Of 'The Tipping Point' Is Wrong." Jonah Berger Shows You Which Half|work=Fast Company |date=18 March 2013}}</ref><ref>{{cite book |last1=Berger |first1=Jonah |title=Contagious: why things catch on |date=2016 |publisher=Simon & Schuster Paperbacks |location=New York |isbn=9781451686579 |edition=First Simon & Schuster trade paperback}}</ref> organized in an acronym called STEPPS:
* '''Social currency''' – the better something makes people look, the more likely they will be to share it
* '''Triggers''' – things that are "top of mind" are more likely to be "[[tip of the tongue]]"
* '''Emotion''' – when people care, they share
* '''Public''' – the easier something is to see, the more likely people are to imitate it
* '''Practical value''' – people share useful information to help others
* '''Stories''' – like a [[Trojan Horse]], stories carry messages and ideas along for the ride
The goal of a viral marketing campaign is to widely disseminate marketing content through sharing & liking.

Another important factor that drives virality is the propagativity of the content, referring to the ease with which consumers can redistribute it.<ref>{{cite journal |last1=Mills |first1=Adam |title=Virality in social media: the SPIN Framework |journal=Journal of Public Affairs |year=2012 |volume=12 |issue=2 |pages=162–169 |url=https://doi.org/10.1002/pa.1418 |publisher=J. Public Affairs |doi=10.1002/pa.1418 |access-date=5 April 2021|url-access=subscription }}</ref> This includes the effort required to share the content, the network size and type of the chosen distribution medium, and the proximity of shareable content with its means of redistribution (i.e. a 'Share' button).