Viral Content and 6 Important Reasons Why We Share Them

Introduction

In today’s digital world, certain content—whether articles, videos, or memes—achieves extraordinary popularity, spreading rapidly across social media platforms. Viral content is ubiquitous.

This phenomenon, known as “going viral,” is not just a matter of luck. Psychological factors play a crucial role in determining why people share content.

 

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1. Emotional Arousal

Content that evokes strong emotions tends to be more shareable. High-arousal emotions, whether positive (awe, amusement) or negative (anger, anxiety), significantly increase the likelihood of content being shared. Berger and Milkman (2012) found that articles eliciting emotions like awe or amusement were more likely to be shared than those evoking low-arousal emotions such as sadness.

Tip for Writers:
To enhance shareability, create content that taps into high-arousal emotions. Craft stories that inspire awe, provoke thought, or entertain, ensuring they resonate emotionally with your audience.

2. Social Currency

People share content that enhances their self-image or portrays them in a favorable light. This concept, known as social currency, suggests that individuals share information that makes them appear knowledgeable, entertaining, or well-informed. Content that is unique, surprising, or aligns with one’s identity has a higher chance of being disseminated (Berger, 2013).

Tip for Writers:
Develop content that offers fresh insights, exclusive information, or a unique perspective. This not only provides value but also encourages readers to share it to bolster their own social standing.

3. Practical Utility

Content that provides practical value or solves a problem is highly shareable. When individuals find information that is useful, they are inclined to share it with others who might benefit. This behavior is driven by the desire to help others and to be seen as a valuable source of information (Heath & Heath, 2007).

Tip for Writers:
Focus on creating content that addresses common challenges, offers actionable advice, or simplifies complex topics. Ensure that the information is presented clearly and concisely to maximize its utility.

4. Storytelling

Humans are naturally drawn to stories. Narratives that evoke empathy or create a connection are more likely to be shared. A study by the University of Pennsylvania demonstrated that content structured as a story is 22% more memorable than straightforward facts (Berger, 2013).

Tip for Writers:
Weave compelling stories into your content. Use relatable characters, real-life scenarios, and emotional arcs to engage readers and encourage them to share your content with others.

5. Novelty and Creativity

Novel and creative content stands out in the crowded digital landscape. Material that presents a fresh take on familiar topics or introduces innovative ideas is more likely to capture attention and be shared. Creativity in storytelling, presentation, or format can differentiate content and enhance its shareability (Berger, 2013).

Tip for Writers:
Experiment with different formats, perspectives, and creative approaches. Aim to surprise and delight your audience by presenting information in unexpected and engaging ways.

6. Social Proof

People tend to follow the actions of others, a phenomenon known as social proof. Content that has already garnered significant attention and shares gains credibility and attracts even more viewers. Leveraging influencers or thought leaders to share content can initiate this wave of social proof, amplifying its reach (Cialdini, 2009).

Tip for Writers:
Encourage sharing by highlighting the popularity of your content. Incorporate testimonials, share counts, or endorsements from reputable figures to build trust and prompt others to engage.

Conclusion

Crafting viral content is both an art and a science, deeply rooted in understanding human psychology. By tapping into emotional triggers, providing value, telling compelling stories, and fostering social connections, writers can create material that resonates and encourages sharing. While virality can never be guaranteed, applying these psychological principles increases the likelihood of your content spreading widely and making a meaningful impact.

References

Berger, J. (2013). Contagious: Why things catch on. Simon and Schuster.

Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192-205. https://doi.org/10.1509/jmr.10.0353

Cialdini, R. B. (2009). Influence: The psychology of persuasion. HarperCollins.

Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. Random House.