How does a something go viral?
An article inspired by The Tipping Point book by Malcolm Gladwell
Going beyond the limits of only a few people to the minds of thousands is what a tipping point of an idea/ product/ business.
But what is a tipping point?
Today, we discuss a term usually used in context of medical field, but applies perfectly to the concept of going viral. We’re talking about the Tipping Point of “social” epidemics.
Social Epidemics
Gladwell defines a tipping point as a moment when a trend turns into an epidemic. As a result, this trend blowouts like wildfire. Malcolm gives an example: the flu. The flu commonly starts by spreading gradually through a population, then slowly the number of daily transmissions rises, affecting most people.
This spread rate continues to grow till it reaches a tipping point where the epidemic is completely out of control. Though it may be written in 2000, this metaphor applies perfectly to the Covid-19 pandemic.
Much like social epidemics or as we call it today “trends”. Starts small, then BOOM everyone is buying that product, saying the same joke, subscribing to a certain service, or simply an idea that spread across members of the population.
Social Media Trends
Back in Gladwell’s days, social media platforms were yet to exist. However, concepts such as the tipping are timeless, simply because people are the same.
We like to feel like we belong with most people. And if social media has done one thing, it has definitely made people want to engage in everything new and “trendy”.
This made promoting for anything much easier than before. The only difference between then and now is how fast products/ideas spread from one person to millions of people.
It really takes no time getting something to go viral. this brings us to the next question….
Why Do Things Go Viral?
Does every single new idea dance in the minds of millions of people?
Put in the right place, given to the right person, and given a certain appeal, then yes. Ideas/products are embraced when they click with something within us.
This heavily relies on human psychology, so there are six psychological principles of influence (Cialdini’s 6 principles of persuasion) that can be used get something to reach its tipping point:
Scarcity: It is hardwired into our minds that scarce resources are of higher value. If applicable, limit the number of products or promotions you offer.
Social Proof: the herd instinct is strong in this principle. Show the crowd how widely your product/service is used, and watch them follow.
Authority: Using authority to show how your product is preferred is a great way to get people buying your product/service. The brain is predisposed to copying the behavior of authorities. Use this to your advantage.
Liking: Whether we like it or not, we have an automatic reflex to think that beautiful people make good choices, so make sure to associate your product is chosen by good looking people.
Reciprocity: As humans, we have evolved to reciprocate favors. Try doing something for buyers and you will increase your chances of selling.
Commitment: Show how your product is consistent with existing choices: Your customers prefer products that are consistent with their past purchases.