Viral content doesn't follow rules, Twitter says

08/12/2013 | Guardian (London), The

Not all content that goes viral on Twitter achieves success in the same way, according to a study from the social network's British research team. Ryan Gosling's "Won't eat cereal" videos proved a hit after being championed by key influencers, the study found, but astronaut Chris Hadfield's "Space Oddity" cover went viral based entirely on a sudden surge in grassroots support. "There are no rules to 'virality' -- while some ignite, and spread like wildfire across the web, the growth of others is much more measured, like ripples spreading across a lake," Twitter's Gordon MacMillan wrote in a blog post.

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