Virality of online content on social networking websites is an important but esoteric phenomenon often studied in fields like marketing, psychology and data mining. In this paper we study viral images from a computer vision perspective. We introduce three new image datasets from Reddit1 and define a virality score using Reddit metadata. We train classifiers with state-of-the-art image features to predict virality of individual images, relative virality in pairs of images, and the dominant topic of a viral image. We also compare machine performance to human performance on these tasks. We find that computers perform poorly with low level features, and high level information is critical for predicting virality. We encode semantic information through relative attributes. We identify the 5 key visual attributes that correlate with virality. We create an attribute-based characterization of images that can predict relative virality with 68.10 accuracy (SVM+Deep Relative Attributes) -better than humans at 60.12 . Finally, we study how human prediction of image virality varies with different “contexts” in which the images are viewed, such as the influence of neighbouring images, images recently viewed, as well as the image title or caption. This work is a first step in understanding the complex but important phenomenon of image virality. Our datasets and annotations will be made publicly available.
Retweeting is the key mechanism for information diffusion in Twitter. It emerged as a simple yet powerful way of disseminating information in the Twitter social network. Even though a lot of information is shared in Twitter, little is known yet about how and why certain information spreads more widely than others. In this paper, we examine a number of features that might affect retweetability of tweets. We gathered content and contextual features from 74M tweets and used this data set to identify factors that are significantly associated with retweet rate. We also built a predictive retweet model. We found that, amongst content features, URLs and hashtags have strong relationships with retweetability. Amongst contextual features, the number of followers and followees as well as the age of the account seem to affect retweetability, while, interestingly, the number of past tweets does not predict retweetability of a user's tweet. We believe that this research would inform the design of sensemaking and analytics tools for social media streams. In a “tipping” model, each node in a social network, representing an individual, adopts a property or behavior if a certain number of his incoming neighbors currently exhibit the same. In viral marketing, a key problem is to select an initial “seed” set from the network such that the entire network adopts any behavior given to the seed. Here we introduce a method for quickly finding seed sets that scales to very large networks. Our approach finds a set of nodes that guarantees spreading to the entire network under the tipping model. After experimentally evaluating 31 real-world networks, we found that our approach often finds seed sets that are several orders of magnitude smaller than the population size and outperform nodal centrality measures in most cases. In addition, our approach scales well—on a Friendster social network consisting of 5.6 million nodes and 28 million edges we found a seed set in under 3.6 h. Our experiments also indicate that our algorithm provides small seed sets even if high-degree nodes are removed. Last, we find that highly clustered local neighborhoods, together with dense network-wide community structures, suppress a trend’s ability to spread under the tipping model. Suppose we have two competing ideas products viruses, that propagate over a social or other network. Suppose that they are strong virulent enough, so that each, if left alone, could lead to an epidemic. What will happen when both operate on the network? Earlier models assume that there is perfect competition: if a user buys product 'A' (or gets infected with virus 'X'), she will never buy product 'B' (or virus 'Y'). This is not always true: for example, a user could install and use both Firefox and Google Chrome as browsers. Similarly, one type of flu may give partial immunity against some other similar disease. In the case of full competition, it is known that 'winner takes all,' that is the weaker virus product will become extinct. In the case of no competition, both viruses survive, ignoring each other. What happens in-between these two extremes? We show that there is a phase transition: if the competition is harsher than a critical level, then 'winner takes all;' otherwise, the weaker virus survives. These are the contributions of this paper (a) the problem definition, which is novel even in epidemiology literature (b) the phase-transition result and (c) experiments on real data, illustrating the suitability of our results. This work contributes to the study of retweet behavior on Twitter surrounding real-world events. We analyze over a million tweets pertaining to three events, present general tweet properties in such topical datasets and qualitatively analyze the properties of the retweet behavior surrounding the most tweeted viral content pieces. Findings include a clear relationship between sparse dense retweet patterns and the content and type of a tweet itself; suggesting the need to study content properties in link-based diffusion models. We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cascade sizes, which we explain by a simple stochastic model. We analyze how user behavior varies within user communities defined by a recommendation network. Product purchases follow a ‘long tail’ where a significant share of purchases belongs to rarely sold items. We establish how the recommendation network grows over time and how effective it is from the viewpoint of the sender and receiver of the recommendations. While on average recommendations are not very effective at inducing purchases and do not spread very far, we present a model that successfully identifies communities, product, and pricing categories for which viral marketing seems to be very effective.