Paste content.
Check compliance.

Seven dimensions, not a vibe

• Arousal — high-activation emotion of any kind. Anger and anxiety travel as far as delight; calm positivity doesn’t.
• Social currency — does sharing it make the sharer look good.
• Practical value — useful enough that passing it on helps someone.
• Story — a narrative carries it, rather than a flat assertion.
• Novelty — it violates an expectation the reader already holds.
• Triggers — tied to a recurring cue, so it resurfaces on its own.
• Observability — the result is visible and easy to imitate.

After Berger & Milkman (2012) on arousal, and Berger’s STEPPS constructs.

Two things we refuse to fold into the score

Clarity is comprehension hygiene, not a sharing driver — so it’s reported as a diagnostic and flagged when it’s low enough to cap everything else.

Brand prominence measurably reduces sharing, so rewarding it would be backwards. It’s surfaced as a warning instead of being quietly averaged in.

Equal weights, on purpose

All seven dimensions carry the same weight. With no outcome data of your own, invented coefficients are false precision — and equal weights are hard to beat with guessed ones. The payload says uniform_prior so you always know which it is.

Fit them on your own ad performance later, and the score becomes yours.