Virals, Then and Now

From 2013:

I'd guess we have 12-18 months until the population develops herd immunity to 'viral' headlines. http://t.co/x2GLKF6K8i

— Nate Silver (@NateSilver538) December 7, 2013

The timetable was off, but the idea remains valid. A gimmick that is overused will become ineffective. From a 2019 study:

We took a nationally representative sample of 2,102 British adults, and undertook an experimental evaluation of some of marketers’ most commonly used tactics. [....]

Two thirds of the British public (65 percent) interpreted examples of scarcity and social proof claims used by hotel booking websites as sales pressure. Half said they were likely to distrust the company as a result of seeing them (49 percent). Just one in six (16 percent) said they believed the claims.

The results surprised us. We had expected there to be cynicism among a subgroup—perhaps people who booked hotels regularly, for example. The verbatim commentary from participants showed people see scarcity and social proof claims frequently online, most commonly in the travel, retail, and fashion sectors.

And this entire thread is worth reading:

Once something hits ~100 replies, you never want to look at or think about it again. Everyone something *can* say has been said. By day two of that notification tab being flooded with RTs you just feel you're being punished for having been half-clever for a moment.

— mcc (@mcclure111) June 26, 2019

Part of Twitter's problems stem from the fact that huge numbers of automated programs, and humans who act like them, are busy trying to generate social proof on behalf of their patrons. Even when the humans start seeing through it, the algorithms are still being refined to encourage it.