Multimedia content and virality scores are interlinked. Some might interpret this as a correlation, others as a connection.
Whether it’s a correlation or a connection hardly matters. What matters is that there is a link. I noticed it several times during my exploration of every nook and cranny of social media. But I never felt the need to discuss it. And so it remained the elephant in the room.
Lately, it’s occurred to me that learning more about how multimedia impacts social experience can help brands improve content quality. We expect the social media crowd to react positively to our branded stories, stories from other customers, email marketing campaigns, and product videos.
But we don’t take the time to reflect on the social currency the content is supposed to generate. If a piece of content goes viral, we go gaga over it.
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