How videos go viral: Twitter maps the spread of Ryan Gosling and Chris Hadfield

Study makes it clear that 'there are no rules to “virality”'

The obscure alchemy of what makes content go viral seems destined to remain a mystery as a study - read marketing ploy - by Twitter's UK team concludes that “there is no single magic formula”.

“While some ignite, and spread like wildfire across the web, the growth of [viral videos] is much more measured, like ripples spreading across a lake,” says the post on Twitters official blog.

Twitter’s UK team looked at three different viral videos, each of which represents a different origin (from a dedicated ad team to a dedicated astronaut) as well as different patterns of sharing.

Twitter has illustrated these patterns with ‘dynamic visualisations’ with blue nodes representing tweets (the bigger they are the bigger the tweet’s potential audience) and yellow dots representing retweets.

A series of six-second clips entitled ' Ryan Gosling won’t eat his cereal' spread as it was picked up by ‘global influencers’ (ie, Twitter accounts with massive followings - see below) whilst the music video for Canadian astronaut Chris Hadfield’s ‘ Space Oddity’ had more retweets from Hadfield’s own account.

 

The ‘Space Oddity’ video spread incredibly quickly (and so disappeared just as speedily) with over 90 per cent of the shares occurring in the first three days.

The video for a Dove advertising campaign titled ‘ Dove Real Beauty Sketches’ showed off a completely different model. Shares of the video were slow-burning with fewer bumps from high-profile Twitter users and with user engagement “largely driven by a long tail of link-sharing and by positive audience sentiment.”

The post ends with the expected soft-sell of  Twitter's services for advertisers, but at least the videos (and their popularity) speak for themselves. With that in mind, see below for another look at Chris Hadfield's amazing David Bowie cover - a video that spread quickly but certainly deserves another watch:

News
news
Sport
Danny Cipriani of England breaks clear to score his second try
rugby
Life and Style
New research says leaving your desk can help you to avoid serious illness
health
Arts and Entertainment
tvSPOILER ALERT: Like a mash-up of 28 Days Later, Braveheart, The Killing and Lord of the Rings, this GoT episode was a belter
Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Recruitment Genius: Lead Developer - ASP.Net / C# / MVC / JavaScript / HTML5

    £55000 - £65000 per annum: Recruitment Genius: Our client is looking for a Lea...

    Recruitment Genius: IT Support Engineer

    £45000 - £48000 per annum: Recruitment Genius: An IT Support Engineer is requi...

    Recruitment Genius: Junior Web Designer

    £18000 - £20000 per annum: Recruitment Genius: This is a fantastic opportunity...

    Recruitment Genius: 1st / 2nd Line IT Support Technician

    £20000 - £25000 per annum: Recruitment Genius: They are a small IT consultancy...

    Day In a Page

    On your feet! Spending at least two hours a day standing reduces the risk of heart attacks, cancer and diabetes, according to new research

    On your feet!

    Spending half the day standing 'reduces risk of heart attacks and cancer'
    Liverpool close in on Milner signing

    Liverpool close in on Milner signing

    Reds baulk at Christian Benteke £32.5m release clause
    With scores of surgeries closing, what hope is there for the David Cameron's promise of 5,000 more GPs and a 24/7 NHS?

    The big NHS question

    Why are there so few new GPs when so many want to study medicine?
    Big knickers are back: Thongs ain't what they used to be

    Thongs ain't what they used to be

    Big knickers are back
    Thurston Moore interview

    Thurston Moore interview

    On living in London, Sonic Youth and musical memoirs
    In full bloom

    In full bloom

    Floral print womenswear
    From leading man to Elephant Man, Bradley Cooper is terrific

    From leading man to Elephant Man

    Bradley Cooper is terrific
    In this the person to restore our trust in the banks?

    In this the person to restore our trust in the banks?

    Dame Colette Bowe - interview
    When do the creative juices dry up?

    When do the creative juices dry up?

    David Lodge thinks he knows
    The 'Cher moment' happening across fashion just now

    Fashion's Cher moment

    Ageing beauty will always be more classy than all that booty
    Thousands of teenage girls enduring debilitating illnesses after routine school cancer vaccination

    Health fears over school cancer jab

    Shock new Freedom of Information figures show how thousands of girls have suffered serious symptoms after routine HPV injection
    Fifa President Sepp Blatter warns his opponents: 'I forgive everyone, but I don't forget'

    'I forgive everyone, but I don't forget'

    Fifa president Sepp Blatter issues defiant warning to opponents
    Extreme summer temperatures will soon cause deaths of up to 1,700 more Britons a year, says government report

    Weather warning

    Extreme summer temperatures will soon cause deaths of up to 1,700 more Britons a year, says government report
    LSD: Speaking to volunteer users of the drug as trials get underway to see if it cures depression and addiction

    High hopes for LSD

    Meet the volunteer users helping to see if it cures depression and addiction
    German soldier who died fighting for UK in Battle of Waterloo should be removed from museum display and given dignified funeral, say historians

    Saving Private Brandt

    A Belgian museum's display of the skeleton of a soldier killed at Waterloo prompts calls for him to be given a dignified funeral