Breaking the mold: how visual atypicality shapes brand-generated image virality

• Visual atypicality reflects the extent to which an image’s visual presentation of products deviates from industry norms. • The effect of visual atypicality on image virality depends on brand heritage. • For low-heritage brands, atypical images enhance virality by increasing perceived entertainment. • For high-heritage brands, atypical images reduce virality by conflicting with brand-related expectations. • Brands should strategically consider industry norms and their own brand identity when creating content to maximize consumer engagement. Brands frequently post images on social media, hoping consumers will share them to enhance product visibility and brand awareness. This research introduces visual atypicality (i.e., the extent to which an image’s visual presentation of a brand’s products deviates from prevailing industry norms) and examines its impact on the virality of brand-generated images. Employing machine learning techniques to analyze 60,669 images from 330 apparel brands and 4,087 images from 27 car brands, supplemented by an online experiment, this research reveals that the effectiveness of visual atypicality depends on brand heritage. For low-heritage brands, visual atypicality enhances virality by increasing entertainment value. Conversely, for high-heritage brands, visual atypicality reduces virality as it clashes with consumer expectations. These findings suggest that, in order to maximize social media engagement, brands should strategically consider the degree to which their content aligns with both industry conventions and their own brand identity.