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“Audio never goes viral,” writes radio and podcast producer Nate DiMeo. “If you posted the most incredible story — literally, the most incredible story that has ever been told since people have had the ability to tell stories, it will never, ever get as many hits as a video of a cat with a moustache.” It’s hardly a fair fight, audio vs. cat video, but it’s the one that’s fought on Facebook every day. DiMeo’s glum conclusion is an exaggeration of what Giaever reads as the moral of her own story: “People will watch a bad video more than [they will listen to] good audio,” she says.

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