Being timely and relevant can increase the likelihood of sharing from "summary" of Contagious: by Jonah Berger | Summary & Analysis by Elite Summaries
Timing and relevance play a crucial role in determining whether something will be shared. When something is timely, it captures people's attention because it is happening right now. For example, news stories that are relevant to current events tend to be widely shared because they are top of mind for many people. Relevance is also important because people are more likely to share something that is personally meaningful to them. If a piece of content resonates with a person's values, beliefs, or experiences, they are more likely to pass it along to others. This is why content that is tailored to a specific audience is often more successful in generating shares than content that tries to appeal to everyone. In addition to being timely and relevant, content that is surprising or unexpected is also more likely to be shared. When something catches us off guard or challenges our expectations, we are more likely to share it with others because it stands out from the ordinary. This is why viral videos often feature unexpected twists or turns that keep viewers engaged and eager to share with their friends. It is important to note that being timely and relevant does not guarantee that something will be shared. The content itself still needs to be engaging, well-crafted, and easy to share. But by being mindful of the timing and relevance of your content, you can increase the likelihood that it will be shared by capturing people's attention and resonating with their values and beliefs.
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