Ever since the rise of social media platforms, conventional marketing wisdom has held that things that go viral do so through a combination of several factors. There’s the novelty of the content, its ability to generate an emotional connection and the timing of the message, for example.
But virality’s holy grail has long been the influencer—that vaunted social gatekeeper with a zillion followers who, with a single click, can transform a hitherto obscure piece of content into the buzziest thing out there.
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