You probably noticed the recent video that asked people whether they heard “Yanny” or “Laurel. ” It would have been hard not to. That tiny piece of audio drove more than 10 million views, inspired countless memes, created conflict between friends, and even re-surfaced the Greek composer Yanni for a new generation.

Seeing this, you might think that we’re in a golden age of sharing when any random image or video has the potential to grab an audience and with a little luck spread like a contagion. But oddly enough, data tells a different story. Your chances of going viral have…

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