How to Use Social Currency to Make Products Worth Talking About

Understanding Social Currency

Before we explore specific strategies, let’s get clear on what social currency actually is and why it matters so much in today’s marketplace. This foundation will help you see why certain products naturally attract conversation while others don’t.

What Is Social Currency?

Social currency is the value people gain from sharing information about products, services, or brands. It’s the social worth or cachet that comes from being “in the know” and sharing that knowledge with others. When people talk about brands, they’re not just sharing information—they’re trading in social currency that enhances their own status and connections.

The concept has evolved significantly from traditional word-of-mouth. While people have always talked about products, digital platforms have transformed how, where, and why we share. Today’s social currency exists across six key dimensions identified by marketing professor Jonah Berger: conversation, information, utility, affiliation, advocacy, and identity.

The economic impact is substantial. Products with high social currency generate 2-3 times more word-of-mouth than average products. And given that 92% of consumers trust recommendations from friends and family over any form of advertising, this translates directly to business growth.

The Psychology Behind Sharing

Understanding why people share is crucial to building social currency. The drivers are deeply rooted in human psychology:

• Social identity enhancement: We share things that reflect positively on how we want to be perceived
• Status elevation: Sharing valuable, interesting, or exclusive information elevates our standing in social groups
• Emotional connection: Content that triggers strong emotions (awe, excitement, amusement) is significantly more likely to be shared
• Neural reward: Sharing activates the brain’s reward centers in ways similar to food and money, making it inherently pleasurable

This explains why people eagerly share their new electric car purchase but rarely mention their new vacuum cleaner—one enhances their social identity as forward-thinking and environmentally conscious, while the other doesn’t contribute much to how they want to be perceived.

Why Businesses Need Social Currency

The business case for social currency is compelling:

• Word-of-mouth influences 50-90% of all purchasing decisions
• Customers acquired through word-of-mouth have a 37% higher retention rate
• Organic sharing is 10x more effective than traditional advertising in driving purchase decisions
• Brands with high social currency can reduce marketing costs by 20-50%

Beyond these immediate benefits, social currency creates long-term competitive advantages. Products designed to be talked about have built-in marketing that compounds over time. While competitors pay increasingly more for attention, brands with high social currency gain visibility organically.

Now that we understand what social currency is and why it matters, let’s explore the six dimensions that make products worth talking about. Each dimension offers unique opportunities to make your product more shareable in different contexts and for different types of consumers.

The Six Dimensions of Social Currency

Not all social currency is created equal. Successful products typically excel in one or more of six key dimensions that make them naturally worth talking about. Let’s explore each dimension and how you can leverage it in your products.

Conversation: Making Products Worth Talking About

The conversation dimension is about creating products that naturally spark discussions. People love interesting stories they can share with others—products that give them something to talk about.

To make your product more conversation-worthy:

• Create remarkable features that stand out from the expected. Apple’s decision to remove headphone jacks generated massive conversation—both positive and negative
• Design in conversation triggers that prompt people to mention your product. Coca-Cola’s “Share a Coke” campaign with personalized name labels naturally led to conversations
• Develop signature elements that are instantly recognizable and mentionable. Christian Louboutin’s red-bottomed shoes give people something specific to reference
• Facilitate platforms where discussions about your product can happen naturally

Measurement matters too. Track conversation volume through social listening tools, brand mentions, and conversation sentiment to understand what aspects of your product people find most talk-worthy.

Information: Making Customers Feel “In the Know”

The information dimension centers on making customers feel like insiders with valuable knowledge to share. People love feeling informed and sharing useful information with others.

To leverage the information dimension:

• Create insider knowledge that makes customers feel privileged. Exclusive behind-the-scenes content or early access to information creates shareable value
• Develop tiered information access that rewards engagement with deeper insights
• Design discovery elements that let users uncover features or content they’ll want to share
• Balance exclusivity with accessibility—information needs to feel special but not so exclusive that it can’t be shared

Tesla masterfully uses this dimension by sharing company developments directly through Elon Musk’s social media, making Tesla owners feel like insiders with valuable company information to share with others.

Utility: Creating Practical Value Worth Sharing

The utility dimension focuses on providing practical value that enhances users’ lives in ways they want to share with others. People share things that make them helpful resources to their networks.

To enhance utility-based social currency:

• Solve problems in ways that users will want to tell others about
• Create unexpected functionality that surprises and delights users
• Design shareable solutions that work better when shared with others
• Balance novelty with usefulness—truly helpful features get shared more than mere novelties

Dropbox exemplifies this approach—its core file-sharing utility is inherently shareable, and its referral program (giving both parties extra storage) creates an incentive to tell others about the utility you’re already experiencing.

Affiliation: Building Community Around Products

The affiliation dimension is about creating a sense of community and belonging around your product. People share things that connect them with like-minded others or desired groups.

To strengthen affiliation-based social currency:

• Create clear brand tribes that customers can identify with and join
• Develop membership elements that signal belonging
• Design shared experiences that build connections among users
• Leverage tribal psychology by creating in-group language, symbols, and rituals

Peloton illustrates this brilliantly—beyond being exercise equipment, it creates a community identity through shared classes, leaderboards, and hashtags that users proudly display in social media profiles, effectively saying “I’m part of this tribe.”

Advocacy: Turning Customers Into Champions

The advocacy dimension focuses on creating experiences so positive that customers become vocal champions for your product. This goes beyond mere satisfaction to creating emotional connections that drive passionate recommendations.

To build stronger advocacy:

• Exceed expectations in meaningful, memorable ways
• Create emotional connections through brand purpose and values alignment
• Design peak moments within the customer experience that stand out as extraordinary
• Develop graduated advocacy paths from passive approval to active promotion

Companies like Zappos build advocacy through legendary customer service stories that customers can’t help but share. When Zappos sent flowers to a customer who ordered shoes for her mother undergoing medical treatment, they created an advocate for life who shared that story widely.

Identity: Making Products Extensions of Self

The identity dimension is about creating products that become extensions of customers’ identities and self-expression. People share things that help communicate who they are or aspire to be.

To enhance identity-based social currency:

• Create identity markers through distinctive design elements
• Allow personalization that enables self-expression
• Align with aspirational identities that customers want to project
• Maintain cultural relevance to stay connected with evolving identities

TOMS Shoes mastered this by making their distinctive style instantly recognizable, while also connecting purchase with charitable giving—allowing wearers to express their identity as socially conscious consumers every time they wear the product.

Understanding these six dimensions gives you multiple pathways to build social currency. But how do you actually implement these insights into your product development process? Let’s explore practical strategies for building social currency directly into your products from the ground up.

Building Social Currency Into Product Development

Knowing the dimensions of social currency is one thing—actually integrating them into your products is another. In this section, we’ll explore how to strategically build social currency considerations into the product development process from the very beginning.

Designing Products People Want to Talk About

Great social currency starts with intentional product design that considers shareability from the outset, not as an afterthought. Here’s how to approach this:

• Incorporate “remarkable” elements — literally “worthy of remark.” These unexpected features give people natural talking points, like Dyson’s transparent chamber that lets you see the dirt collecting (much more conversation-worthy than a traditional vacuum bag)
• Enhance visibility of usage where appropriate. Products used publicly have more natural social currency than those used privately. This might mean creating visible elements for otherwise private products, like Spotify’s shareable yearly listening roundups
• Design for “Instagram moments” by considering how your product might be photographed and shared. Museum of Ice Cream created an entire experience designed to be photographed and shared on social media
• Use emotional design principles to create moments of delight, surprise, or other strong emotions that trigger sharing

When developing new products or features, regularly ask: “Would someone naturally want to tell a friend about this?” If the answer is no, you might be missing opportunities to build in social currency.

Creating Exclusivity and Scarcity

Limited availability creates both perceived value and urgency to share. Strategic scarcity can significantly boost social currency:

• Develop limited editions that give people something special to talk about. Supreme has built an entire business model around limited product drops that get people talking
• Create member-only features or access that make customers feel special, like American Express’s exclusive event access for cardholders
• Use strategic release timing to maximize anticipation and conversation, like Nintendo’s carefully managed product availability
• Balance exclusivity with accessibility — too exclusive and the social currency becomes limited to a very small group; too accessible and it loses its special value

The key is making people feel they have access to something special worth mentioning, without making the product so exclusive that it limits your market too severely.

Gamification and Interactive Elements

Gamification creates ongoing engagement and natural sharing opportunities:

• Integrate challenge-based features that encourage sharing of accomplishments. Fitness apps like Strava leverage this by making workout achievements shareable
• Develop achievement frameworks with visible status markers that users want to display
• Create competitive elements that foster community engagement and natural conversations
• Design progress mechanics that give users a sense of advancement they want to share

Duolingo masterfully uses gamification to keep language learners engaged and sharing their streaks and achievements, turning the otherwise private activity of language learning into a social experience with built-in conversation starters.

Storytelling and Narrative Integration

Stories are inherently shareable—we’re hardwired to pass them along. Integrating storytelling into your product creates natural social currency:

• Build narrative elements around your product that people want to share
• Create compelling origin stories that enhance your product’s perceived value
• Integrate user journeys into broader narrative frameworks
• Design “hero moments” where customers become the protagonist in a shareable story

YETI does this exceptionally well by building strong narratives around outdoor adventure that make their premium coolers and drinkware part of a larger story customers want to be part of and share with others.

Having a product with built-in social currency is a great start, but it’s only half the equation. Next, let’s look at the content and communication strategies that amplify your product’s natural shareability and get people talking.

Content and Communication Strategies

Even the most inherently shareable product needs the right content and communication strategy to maximize its social currency potential. In this section, we’ll explore how to create content that amplifies your product’s shareability and builds vibrant communities around it.

Creating Content Worth Sharing

The content surrounding your product can significantly enhance its social currency. Here’s how to create content that people naturally want to share:

• Develop emotionally resonant content that triggers high-arousal emotions like awe, excitement, or amusement. Studies show content that evokes strong emotions is shared up to 3x more than neutral content
• Design for multi-platform sharing by creating content in formats optimized for different channels
• Build in viral triggers — environmental cues that remind people to talk about your product. Seasonal products like Starbucks’ Pumpkin Spice Latte use fall as a natural reminder to share
• Balance information with entertainment to make your content both useful and engaging

Blendtec’s “Will It Blend?” YouTube series perfectly demonstrates this approach. By blending unusual items (iPhones, glow sticks, etc.), they created highly entertaining content that showcased their product’s core benefit (power) in a way that people couldn’t help but share.

Facilitating User-Generated Content

User-generated content (UGC) is the holy grail of social currency—when customers create content about your product, they’re investing their own social capital in your brand. Here’s how to encourage it:

• Build features that generate organic content, like Coca-Cola’s personalized name bottles that people naturally want to photograph
• Create branded participation frameworks like hashtag challenges or contests that guide UGC
• Incentivize quality content creation through recognition, features, or rewards
• Showcase user content prominently to validate participants and inspire others

GoPro has mastered this strategy by featuring customer-created videos in their marketing, creating a virtuous cycle where users strive to create share-worthy content for potential recognition.

Leveraging Influencer Partnerships

Influencers can significantly amplify your product’s social currency when partnerships are approached strategically:

• Focus on micro-influencer collaborations with highly engaged niche audiences rather than just celebrity reach
• Develop authentic partnerships based on genuine product fit, not just paid promotion
• Create special versions or features for influencer relevance
• Measure influence impact beyond simple metrics to understand true social currency generation

Daniel Wellington built a $200 million watch brand primarily through micro-influencer partnerships, sending free watches to Instagram users with engaged followings in exchange for authentic content—a strategy that generated enormous social currency at a fraction of traditional marketing costs.

Building Community Around Your Product

Communities amplify social currency by creating ongoing conversation and stronger affiliation:

• Create dedicated spaces where users can connect around your product
• Facilitate user-to-user connections that strengthen product attachment
• Develop community governance models that give members a sense of ownership
• Leverage community insights for product improvement and development

Lego Ideas exemplifies this approach by creating a platform where fans submit design ideas that others vote on. The best designs become actual products, creating a community deeply invested in sharing and discussing new concepts.

The digital landscape offers unique opportunities to optimize social currency. Let’s explore how different platforms and technologies can be leveraged to maximize your product’s shareability.

Optimizing Social Currency Across Digital Platforms

Different digital platforms offer unique opportunities to enhance your product’s social currency. In this section, we’ll explore platform-specific strategies to maximize shareability and engagement across the digital ecosystem.

Platform-Specific Social Currency Strategies

Each social platform has its own culture and sharing mechanics that require tailored approaches:

• Instagram strategies should focus on visual appeal and aspirational moments. Products like Away luggage are designed with Instagram aesthetics in mind, featuring clean lines and photogenic colors
• TikTok approaches work best with interactive challenges and authentic demonstrations rather than polished marketing
• Twitter optimization means creating content that’s quote-worthy, conversation-starting, or connected to current events
• LinkedIn strategies should emphasize professional identity and achievement aspects of your product
• Pinterest approaches work best for products with clear visual how-tos or inspirational applications

The most successful brands create platform-specific presentations of their product that align with each channel’s unique social currency dynamics while maintaining consistent brand values.

Mobile-Specific Social Currency Tactics

With over 60% of social media usage happening on mobile devices, optimizing for mobile-specific sharing is crucial:

• Implement location-based sharing features that encourage in-the-moment posting
• Design for in-the-moment capture with mobile-first photography opportunities
• Create strategic push notifications that prompt sharing at optimal moments
• Develop mobile-specific creation tools that make it easy to generate shareable content

Snapchat’s location-based filters are a perfect example of mobile-specific social currency—they make sharing your location with the brand part of the experience, turning private moments into shareable content.

E-commerce Integration Points

Online shopping experiences offer unique opportunities to build social currency:

• Design post-purchase sharing incentives that encourage customers to share their new purchases
• Develop review systems that enhance social status by recognizing top contributors
• Create unboxing experiences specifically designed for content creation
• Incorporate shareable elements into the digital shopping journey itself

Glossier excels at e-commerce social currency by creating highly photogenic packaging with shareable stickers and a post-purchase experience designed to be Instagram-worthy, turning delivery into a content creation moment.

Having implemented these strategies, how do you know if they’re actually working? Next, let’s explore how to measure and analyze your social currency efforts to ensure they’re delivering results.

Measuring Your Social Currency

Without proper measurement, it’s impossible to know if your social currency strategies are working. In this section, we’ll explore how to effectively track, analyze, and optimize the social currency of your products.

Key Performance Indicators

To effectively measure social currency, you need the right metrics:

• Conversation volume and sentiment: Track mentions, comments, and the emotional tone around your product
• Share-to-view ratios: Measure how often people who see your content choose to share it
• Influence spread metrics: Monitor how conversations about your product travel through networks
• User-generated content volume: Track how much content customers create around your product

These metrics should be tracked across platforms and over time to identify trends and determine which social currency dimensions are performing best for your specific product.

Advanced Analytics Approaches

For deeper insights, consider these more sophisticated analysis methods:

• Social network analysis to map how information about your product flows through different communities
• Predictive modeling to forecast potential social currency of new features or products
• A/B testing frameworks for comparing different social features or content approaches
• Machine learning applications that identify patterns in what drives sharing for your specific audience

These advanced approaches help you move beyond simple counting to understanding the underlying dynamics of why and how your product generates conversation.

Calculating Social Currency ROI

Ultimately, social currency must deliver business value. Measure this through:

• Conversion attribution from social sharing to actual purchases
• Customer lifetime value comparisons between socially-acquired and traditionally-acquired customers
• Cost-benefit analysis of social currency investments vs. traditional marketing
• Brand equity impact over time as measured through awareness, consideration, and preference

Research consistently shows that customers acquired through social sharing have 20-40% higher lifetime value than those acquired through paid advertising, making social currency investments some of the most efficient marketing spending possible.

Theory is helpful, but seeing real-world applications is even better. Let’s look at some inspiring case studies of brands that have successfully leveraged social currency to create products worth talking about.

Social Currency Success Stories

Nothing illustrates the power of social currency better than seeing it in action. In this section, we’ll explore real-world examples across different industries, extracting practical lessons you can apply to your own products.

Fashion and Lifestyle Brand Examples

Fashion and lifestyle brands have been particularly innovative in creating social currency:

• Daniel Wellington built a $200 million watch brand primarily through micro-influencer partnerships. Their strategy focused on sending free watches to Instagram users with engaged followers in exchange for authentic content—creating massive social currency at a fraction of traditional marketing costs
• Marc Jacobs created the “Daisy Chain” campaign where customers could “pay” for products with social currency—posting specific hashtags in exchange for perfume samples and merchandise
• Glossier transformed from a beauty blog into a billion-dollar brand by making product development a conversation with customers, incorporating their feedback and making them feel like insiders

The key takeaway from these fashion examples is the power of making customers feel like participants in the brand rather than just consumers of it.

Technology Product Examples

Tech companies have found innovative ways to build social currency into digital experiences:

• Spotify’s Wrapped year-end personalized listening summaries transformed private listening data into highly shareable content, generating millions of social posts annually
• Google’s Ecosystem approach creates seamless connections between products, making users natural advocates as they bring others into their shared systems
• Clubhouse used invitation-only access to generate enormous conversation and FOMO, making those with access feel special and eager to share their experiences

The lesson from tech is that even digital products can create tangible social currency by transforming usage data into shareable identity markers.

Food and Beverage Success Stories

Food and beverage brands have mastered creating conversation through product experiences:

• Starbucks’ seasonal specials like the Pumpkin Spice Latte create annual conversation events, with limited availability driving urgency to share
• Coca-Cola’s “Share a Coke” campaign with personalized name labels generated millions of social shares by creating an individualized product experience worth photographing
• Corona’s distinctive serving style with a lime wedge in the bottle neck created a visual signature that became part of the sharing ritual

These examples show how even everyday products can create distinctive rituals or personalization that drive conversation.

Service-Based Business Examples

Service businesses have unique challenges but compelling success stories:

• Uber’s ride-sharing map created a shareable moment showing friends where you are and when you’ll arrive
• Chewy’s unexpected customer service gestures, like sending flowers after a pet’s passing, create powerful advocacy through emotional connection
• Mastercard’s “Priceless” experiences transform a payment method into access to memorable events worth sharing

The key insight from service businesses is the importance of creating tangible, shareable artifacts from otherwise intangible experiences.

While social currency offers powerful benefits, it also comes with challenges and responsibilities. Let’s explore the potential pitfalls and ethical considerations you should keep in mind.

Navigating Challenges and Ethical Considerations

Building social currency isn’t without challenges and ethical considerations. In this section, we’ll explore potential pitfalls and how to develop social currency strategies that are both effective and responsible.

Balancing Authenticity and Strategy

One of the biggest challenges in social currency is maintaining authenticity while being strategic:

• The authenticity paradox: When social currency feels manufactured, it typically fails. Yet leaving it entirely to chance is ineffective
• Transparency in relationships: Unclear influencer partnerships can damage trust and backfire when discovered
• Avoiding manipulative tactics that might generate short-term sharing but damage long-term trust
• Building sustainable sharing practices rather than one-off viral moments with no lasting impact

The most effective approach is creating genuine value and shareability, then subtly facilitating—not forcing—natural sharing behaviors. This requires patience and consistency rather than manipulation.

Privacy and User Consent Considerations

As you develop social currency strategies, respect for user privacy is essential:

• Respecting boundaries in what and how you encourage customers to share
• Providing clear control over what information is shared and with whom
• Adapting to evolving privacy regulations like GDPR and CCPA
• Building trust through transparency about how user data and content will be used

Spotify’s Wrapped provides a good example of balance—they use personal listening data to create shareable content but give users complete control over whether and what to share.

Inclusion and Accessibility Issues

Effective social currency strategies must consider diverse users and avoid exclusionary approaches:

• Creating shareable experiences accessible to people with different abilities
• Ensuring cultural sensitivity in social currency approaches across global markets
• Considering socioeconomic factors in community-building strategies
• Avoiding tactics that inadvertently exclude certain customer groups

The most successful social currency strategies are inclusive by design, creating multiple ways for diverse customers to participate in and benefit from sharing.

The landscape of social currency continues to evolve with new technologies and changing consumer behaviors. Let’s look ahead at emerging trends that will shape the future of shareable products.

Future Trends in Social Currency

The world of social currency is rapidly evolving. In this section, we’ll explore emerging trends that will reshape how products generate conversation and sharing in the coming years.

Emerging Technologies and Platforms

New technologies are creating novel forms of social currency:

• Augmented reality sharing is creating new ways to blend physical products with digital shareability. Snapchat and Instagram filters that interact with physical products represent early examples
• Voice and audio platforms like Clubhouse and Twitter Spaces are creating new conversational formats beyond text and images
• Blockchain and token-based systems are enabling new forms of verifiable digital ownership and community participation
• AI-driven personalization is enabling hyper-relevant shareable moments tailored to individual preferences and contexts

Brands that experiment early with these technologies can establish leadership positions in new forms of social currency before they become mainstream.

Evolving Consumer Behaviors

How people share and what they value is changing:

• Gen Z and younger audiences show distinct preferences for authenticity, social responsibility, and interactive content
• Privacy attitudes are shifting, with many users moving from public broadcasting to smaller, more private sharing circles
• Intimate sharing is growing, with platforms like BeReal focusing on authentic moments shared with close connections rather than curated public personas
• Cross-generational considerations are becoming more important as digital platforms serve increasingly diverse age groups

These behavioral shifts suggest social currency strategies may need to focus more on facilitating authentic connections in smaller communities rather than maximizing broad reach.

Cross-Industry Innovation Opportunities

Social currency approaches are spreading beyond consumer products:

• B2B applications are adapting consumer social currency principles for professional contexts
• Cross-brand collaborations are creating unique social currency through unexpected partnerships
• Nonprofit and cause-based approaches are leveraging social currency for mission-driven organizations
• Public sector adaptations are using social currency principles to increase civic engagement

These cross-pollinations suggest that social currency will become a standard consideration across virtually all types of organizations and offerings.

With all these insights in mind, how do you actually put social currency principles into practice? Let’s conclude with a practical implementation framework you can use for your own products.

Your Social Currency Implementation Plan

Now that we’ve explored the concepts, dimensions, and strategies of social currency, let’s bring it all together with a practical implementation framework you can apply to your own products.

Conducting a Social Currency Audit

Start by assessing your current product’s social currency potential:

• Evaluate existing shareability across the six dimensions (conversation, information, utility, affiliation, advocacy, identity)
• Identify missed opportunities where your product could naturally generate more conversation
• Pinpoint friction points that prevent customers from sharing
• Analyze competitors to understand their social currency strengths and weaknesses

This audit should result in a prioritized list of opportunities to enhance your product’s social currency, focusing on dimensions that align naturally with your product category and brand positioning.

Developing Your Implementation Roadmap

With your opportunities identified, create a practical implementation plan:

• Prioritize quick wins that can be implemented with minimal resources or development
• Balance short-term tactics with longer-term strategic social currency enhancements
• Identify cross-functional requirements, as social currency typically spans product, marketing, and customer experience teams
• Create testing frameworks to validate assumptions before full implementation

Your roadmap should include specific initiatives in product design, content strategy, community building, and measurement—all aligned around enhancing specific social currency dimensions.

Continuous Optimization Strategy

Social currency isn’t a one-time implementation but an ongoing process:

• Establish monitoring systems to track social currency health across key metrics
• Develop adaptation frameworks to respond to changing platforms and user behaviors
• Create innovation processes for continuously refreshing shareable elements
• Build social currency thinking into your organization’s standard operating procedures

The most successful companies make social currency a continuous consideration in product development, marketing, and customer experience rather than a one-off initiative.

Conclusion

In today’s connected world, a product’s success increasingly depends not just on what it does, but on whether people find it worth talking about. Social currency—the value people gain from sharing your product—has become a critical component of business success across virtually every industry.

The six dimensions of social currency—conversation, information, utility, affiliation, advocacy, and identity—provide multiple pathways to make your products naturally shareable. By strategically enhancing dimensions that align with your brand and product category, you can build sharing potential directly into your offerings.

The most successful products don’t treat social currency as an afterthought or marketing gimmick, but as a fundamental design consideration. From physical products with remarkable visual elements to digital experiences with built-in sharing mechanics, the principles of social currency can transform how customers experience and talk about what you offer.

Remember that authentic value must always be the foundation. Tricks and manipulation might generate short-term sharing, but genuine social currency comes from creating products that truly enhance customers’ lives and social interactions in ways they naturally want to share.

As you implement these principles, continually measure and refine your approach. The landscape of social sharing continues to evolve, but the fundamental human desire to share valuable experiences remains constant. By creating products worth talking about, you build not just sales but ongoing conversations that continually bring new customers into your world.

Looking to boost your Shopify store’s social currency? The Growth Suite application helps merchants create more shareable products and experiences through customizable social sharing tools, user-generated content galleries, and referral incentives—making it easier for your customers to spread the word about products they love!

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