The factors behind what makes viral videos go viral aren't as mysterious as some researchers and marketers would lead to believe, writes Derek Thompson. Consistent viral hit-makers such as BuzzFeed have realized the most important thing is to capitalize on content that has already gone viral by presenting it in a new way. "Learning from the past and trying to recreate it with a twist isn't a secret. It's just what professionals in hit-making businesses do," Thompson writes.

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