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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