The Psychology Behind Viral Sharing and Designing for Accessibility

The Psychology Behind Viral Sharing and Designing for Accessibility

Introduction:
Understanding the psychology behind why people share content online and designing accessible websites are two important aspects of creating successful digital experiences. This article explores the common points between the psychology of viral sharing and the principles of operability in web design. By connecting these concepts, we can gain valuable insights into human behavior and create more inclusive online environments.

The Foundation of Viral Growth:
The foundation of viral growth is rooted in motivational psychology and language. When we think about sharing something, we consider our status, how we're perceived, and where we fit in. This pack animal psychology drives our motivations to share. Additionally, reducing the friction to sharing can make a product more likely to go viral. By making sharing a necessary part of using the product and using user-centric language, we can encourage people to share.

Clusters of Motivation That Trigger Sharing:

1. Status: People share to demonstrate their belonging, prestige, or association with high-status individuals or networks. However, achieving high status at launch is challenging, so scarcity tactics may not always be effective.

2. Identity Projection: Sharing can be a way to signal belonging to a particular tribe or to express outrage and assert one's beliefs. Memes and slogans like "Diamond Hands" or "To The Moon" serve as examples of this motivation.

3. Being Helpful: Sharing useful information helps individuals be perceived as helpful and nurturing within their tribes. People naturally want to share things that make their lives better or offer utility to others.

4. Safety: Products that provide safety or security often trigger sharing due to the emotions associated with these needs. Sharing safety-related content can help individuals feel protected and may also serve as a way to alert others.

5. Order: The desire for organization and efficiency drives the growth of products that cater to these personality traits. Note-taking apps like Roam Research and Notion have gained a cult-like following by tapping into the need for order and structure.

6. Novelty: Humans are drawn to new experiences and novelty. However, there is a fine line between novelty and overexposure. Once a meme or trend becomes stale, people stop sharing it to avoid being seen as behind the curve.

7. Validation: Sharing content online allows individuals to seek validation, boost self-esteem, and feel good about themselves. Personality tests and similar content often elicit sharing as people seek affirmation.

8. Voyeurism: There is an inherent curiosity in humans that drives us to observe and consume content. People share to satisfy this voyeuristic tendency, whether it's sharing personal experiences or witnessing others' lives.

Connecting Viral Sharing with Web Accessibility:
While viral sharing focuses on the psychology behind sharing, web accessibility is about ensuring that people with disabilities can navigate and interact with digital content. The principle of operability in WCAG guidelines offers ways to make content accessible for all users.

Operability Guidelines:

1. Keyboard Accessible: All elements of a website should be reachable using a keyboard. Avoid keyboard traps that prevent users from navigating freely.

2. Content on Hover or Focus: Ensure that the currently selected element is visually obvious, allowing users to understand where their focus lies.

3. Seizures and Physical Reactions: Avoid excessive flashing or animations that could trigger seizures or physical discomfort. Provide options to disable distracting content.

4. Navigable: Users should be able to navigate through content easily, find what they need, and understand their location within the website.

5. Input Modalities: Offer alternative ways for users to interact with content beyond just a keyboard. Incorporate touch gestures and other input methods to accommodate different abilities.

Conclusion:
Understanding the psychology behind viral sharing and designing for web accessibility are both crucial elements of creating successful digital experiences. By incorporating the motivations behind sharing and adhering to operability guidelines, we can create content that is both engaging and inclusive.

Actionable Advice:

1. Create shareable content by tapping into motivations like status, usefulness, and novelty. Consider how your product or content can fulfill these motivations.

2. Design websites with accessibility in mind. Ensure that all elements are keyboard accessible, provide clear visual cues, avoid triggering seizures, and offer alternative input modalities.

3. Continuously evaluate and improve your product or content based on user feedback and behavior. Regularly assess the sharing potential and accessibility of your digital experiences to ensure they meet the needs of your target audience.

By combining these insights into viral sharing and web accessibility, we can create digital experiences that not only resonate with users but also provide equal access to all individuals, regardless of their abilities.