Whenever there's a way to quantify popularity online, there's a group mentality that emerges. It's something to be a part of."
Simply put, since viral popularity can be directly translated into money, there's much less opportunity for it to happen for free.
WIRED predicted that popularity campaigns from ordinary users would get less traction as social networks mature and develop more stringent business models.
Mainstream social media platforms have been solidified as global community spaces with outsized cultural impact, creating an incentive for people to invest time and care in dominating metrics.
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