ViralBERT: A User Focused BERT-Based Approach to Virality Prediction

Recently, Twitter has become the social network of choice for sharing and spreading information to a multitude of users through posts called ‘tweets’. Users can easily re-share these posts to other users through ‘retweets’, which allow information to cascade to many more users, increasing its outreach. Clearly, being able to know the extent to which a post can be retweeted has great value in advertising, influencing and other such campaigns. In this paper we propose ViralBERT, which can be used to predict the virality of tweets using content- and user-based features. We employ a method of concatenating numerical features such as hashtags and follower numbers to tweet text, and utilise two BERT modules: one for semantic representation of the combined text and numerical features, and another module purely for sentiment analysis of text, as both the information within text and it’s ability to elicit an emotional …