Angles that spread usually check the following boxes:

1. Surprising — presents unexpected new information or theories


2. True — we actually believe it


3. Important — has an impact on our behavior


4. Relevant — related to domains we care about


5. Cool — we think we’ll look impressive for sharing it

The simple secret to unlocking more views is to drive more shares.

All social algorithms are specifically engineered to reward sharing above everything else.

This is because shares drive new user sessions, which drive more time on platform, which drives more ad revenue.

When algorithms detect humans sharing to other humans, they mechanistically push... See more