Viral marketing involves the spreading of information about a product from person to person in an unconventional manner, resulting in a rapid increase in the product's visibility within the marketplace. The core concept behind viral marketing is that each user of a product will tell their friends and associates about it, who will then tell their friends and associates, resulting in rapid product recognition. Or, recognition is spread by forwarding a link to an advertisement or video created by the seller. The concept works best when word is spread by individuals with large numbers of contacts. The cost of viral marketing can be quite low, since it circumvents more traditional (and expensive) marketing channels.