YOUR FRIENDS HAVE MORE FRIENDS THAN YOU — AND THAT'S A GOOD THING FOR MARKETERS AND PUBLIC HEALTH OFFICIALS

Summary from the TLDR Marketing newsletter

The friendship paradox shows that a person's friends tend to have more connections, which can be leveraged to boost marketing campaigns. Research offers two methods to target well-connected individuals: the ego-based strategy, where a person provides one friend's contact, and the alter-based strategy, where multiple friends are selected randomly. These methods are more effective than random targeting, allowing marketers to reach fewer people while spreading messages more widely. They also respect privacy, which makes them easier to apply in marketing efforts to increase product awareness.