WHY ‘GUY STARTS DANCE PARTY’
IS NOT AN EXAMPLE OF VIRAL
Luke Greenacre

Marketers are jumping onto the video, using it as
a metaphor for their campaigns: A dancer who
has gone ‘viral’.

But does the video demonstrate ‘viral’
behavior?

The first dancer gave social permission for the
second dancer to start, with them both then
giving permission to the third and so on. One
thing that is essential to this working is the
visibility of the behavior to the rest of the group.

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