Thomas Paine: The First Person to Go Viral

Portrait of Thomas Paine

In an era before the internet, social media, or viral memes, Thomas Paine achieved what we now call "going viral" with his revolutionary pamphlet Common Sense. Published anonymously on January 10, 1776, this 47-page tract sold an estimated 120,000 copies in its first three months and up to 500,000 by the end of the Revolutionary War. With a colonial population of about 2.5 million (excluding enslaved people and Native Americans), it reached roughly one in every five colonists—men, women, and children. This penetration was remarkable without modern printing presses, retailers like Amazon or Barnes & Noble, or digital platforms. Paine's work not only spread rapidly but also ignited a revolution, shaping a nation and influencing ongoing debates on democracy and republicanism. It captivated key founding fathers, turning grievances into a call for independence. This essay examines Paine's life, the pamphlet's unprecedented spread, its content and impact, and its lasting legacy.

The Man Behind the Pamphlet: Thomas Paine's Background

Born in Thetford, England, in 1737 to a modest Quaker family, Thomas Paine endured early hardships. He apprenticed as a corset maker, served briefly in the British Navy, and worked as an excise officer, only to be dismissed twice for advocating better pay. By 1774, at age 37, he was bankrupt and divorced. Seeking reinvention, he emigrated to Philadelphia with letters of introduction from Benjamin Franklin.

In America, Paine thrived as a writer, editing the Pennsylvania Magazine and refining his persuasive style for everyday readers. Influenced by Enlightenment thinkers like John Locke and Jean-Jacques Rousseau, he rejected monarchy in favor of republicanism and natural rights. Arriving amid escalating colonial tensions—following the Boston Tea Party and battles of Lexington and Concord—Paine found colonists still loyal to Britain but open to radical ideas.

The Virality of Common Sense: A Pre-Digital Phenomenon

Published in 1776 amid a population of about 2.5 million, Common Sense sold over 500,000 copies, reaching nearly one in five people. This success defied logistical barriers: printing relied on hand-operated presses, and distribution depended on couriers, ships, and word-of-mouth across rural areas. Sold in taverns, churches, and public squares, it was often read aloud to illiterate audiences.

Its "virality" stemmed from accessibility—a low price of two shillings, brevity under 50 pages, and plain language free of jargon. Reprinted in newspapers and shared widely, it created a ripple effect similar to modern retweets. Editions proliferated across cities and languages. Paine claimed it had "the greatest sale that any performance ever had since the use of letters." Adjusted for today's U.S. population of over 330 million, this equates to about 66 million copies—a scale rivaling blockbuster books or viral videos. Unlike digital spread, Paine's relied on grassroots enthusiasm, with colonists copying, debating, and passing copies hand-to-hand.

The Content: A Radical Call to Action

Common Sense systematically dismantled British rule across four sections. It began by distinguishing society from government, arguing the latter should serve the people. Paine mocked hereditary monarchy: "One of the strongest natural proofs of the folly of hereditary right in kings, is, that nature disapproves it, otherwise she would not so frequently turn it into ridicule by giving mankind an ass for a lion."

Rejecting reconciliation, he labeled King George III a "royal brute" and urged Americans to forge a republican future: "We have it in our power to begin the world over again." He proposed practical steps, like a continental congress to draft a national charter. Released during rising unrest, it shifted opinion from reform to revolution. George Washington praised its "sound doctrine and unanswerable reasoning." Figures like John Adams, Thomas Jefferson, and Benjamin Franklin drew from it; Jefferson echoed Paine in the Declaration of Independence.

Impact on the Nation and the Founding Fathers

Common Sense galvanized support for independence, pressuring the Continental Congress toward the July 4, 1776, Declaration. It boosted army enlistments and morale, extended by Paine's American Crisis series, starting with "These are the times that try men's souls." Washington read it to troops, Adams acknowledged its unifying role, and Franklin valued its mobilization of sentiment. Paine's emphasis on equality and rights influenced the Constitution and Bill of Rights, though he critiqued the former for retaining slavery and economic inequality.

Enduring Legacy: Quoted in Modern Debates

Over 250 years later, Common Sense informs discussions on democracy, appearing in court opinions and political discourse. Paine's anti-tyranny warnings apply to executive power debates, while his republican ideals fuel global self-governance movements. In our era of viral content, his success highlights the enduring power of conviction-driven ideas.

Ironically, Paine died poor and vilified in 1809, largely the result of his treatise against organized religion expressed in The Age of Reason. In it he critiqued Christianity by dismissing the Bible as a book of tales and myths, and that man only needed to look to nature to see the existence of a devine creator. His final publication became famous for all the wrong reasons. Yet, his "viral" pamphlet Common Sense endures as a testament to transformative writing.

In conclusion, Thomas Paine pioneered the term "going viral", proving a pamphlet could spark revolution and define a nation. Without modern tools, his message permeated society, inspired leaders, and resonates today—reminding us that true impact arises from substance, not just dissemination.

If you would like to read his great work, click on the image below: