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  • Why do we share what we share?
  • Why do we share what we share?
    Phalinn Ooi, Creative Commons (2014) ©

OMG! LOL! The science of social sharing

What makes content shareable? Why would someone share a video campaign on Facebook? Or tweet about a brand? Marketing professor Dr. Zoey Chen, who co-authored a paper with Jonah Berger, sat down with Canvas8 to explain how the way we discover content online affects the way we share it.

Location Global

The average internet user has five social media accounts. That person also spends more time each day connected with media devices (over eight hours in the UK) than they do sleeping. We’re more social than ever, and brands are increasingly realising the importance of each and every conversation they can be a part of.

Word of mouth still has the biggest impact on people’s opinions. In fact, 74% of consumers say it’s key to their purchasing decisions. Brands can have the strongest influence by getting others to share their content for them – but what makes ...



  • Vans sees sales surge thanks to viral video

    Vans sees sales surge thanks to viral video

    “Damn Daniel,” cries Josh Holz in a Twitter post that gained he and Daniel immediate viral fame. “At it again with the white Vans.” The clip's popularity, which went viral in early 2016, left many onlookers scratching their heads. But Vans isn’t complaining, having seen a 30% rise in online sales.

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    Social Chain: making brands go viral

    If you tweet something funny, there’s a small chance it could go viral. But what if you could hire a company to make that tweet into a trending topic? Enter Social Chain, self-described as the UK’s ‘largest influencer network’. How has a virtually unknown business spawned so many online trends?

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    PlayBuzz: how to make a quiz go viral

    If the internet is a procrastinator's playground, websites such as BuzzFeed are listicle wormholes of distraction that play into our guiltiest pleasures. But while BuzzFeed may have pioneered the listicle format, young upstart PlayBuzz has become the go-to place for mindless browsing. But how has it cracked the format for creating spreadable social media content?

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    Can brands hijack a meme?

    Internet memes were once relegated to the depths of 4chan and Reddit. As memetic content surfaces in the mainstream, brands are looking to incorporate memes into their own ads. But can the spontaneous, bottom-up spirit that makes them so potent really be bottled and sold?