Stories that go viral often feel like they came out of nowhere. Toilet paper shortages and hypothetical virus cures are COVID-19 related stories that rose up quickly, and turned chaotic.
Our research shows it's highly likely for these stories to start with a passionate fringe group online. In stable times, we see narratives from these groups reach the mainstream in 6-8 months. In times of crisis, we are seeing them spread in 3-14 days (over 10x faster!).
For citizens, consumers, and brands, being able to understand the instigator(s) and amplifiers of a story can provide clarity in discussions, planning, and decision-making. This report illuminates how stories travel across the internet, highlighting examples of how recent narratives spread, as well as new emerging narratives in the fringes.
Yonder leverages the AI of human psychology and network behaviors to detect online communities who organically come together around things they love or hate. These communities (we call them factions) are the force behind trends and news headlines. Through our network, image, and language analysis, brands can harness the potential of online influence.